I think it was Jeffrey Gitomer who first said that people love to buy but they hate to be sold. Every Soul Proprietor I?ve ever known hates the idea of selling. They hate it to the point that they oftentimes drive themselves out of business because they will not ask for the sale.
The thought of doing any kind of hard-sell is a total turn off for me. I will walk out of a store if a salesman tries to use guilt or scare tactics with me and I’ll leave a website post-haste if I encounter the same thing.
That’s one of the reasons I’m not an advocate of squeeze pages at websites. A squeeze page is a page that promises you information but won’t allow access to that information or into the website itself unless you first put in your email address and name. I know they work for many people who use this tactic but I will never do it.
Another hard sell I really dislike is when I do give in and put in my name and email to break through that squeeze page and then am confronted with an offer that “I must take now or I’ll forever lose my chance to get the same offer again.” I don’t even know these people and already they’ve made me mad — twice! Do this kind of thing yourself and I can guarantee that your charge card chargebacks will go through the roof. To me, it’s just a lousy way to start a relationship with someone.
Soul Proprietors avoid any kind of selling that plays on guilt, fear, or greed because they know that that sort of thing only creates a negative relationship. Personally, I want to build my business on mutually rewarding relationships built on positive connections.
If someone ever writes you or calls you and says that they are thinking of buying something from you or hiring you and want you to “sell” them on it, your answer should be, “No, sorry. I’ll be happy to tell you about it and why I think it will help you, and I’ll be happy to answer any questions you might have, but no, I can not sell you.”
Through educating and regularly communicating with your clients and prospects, by always offering great value in both the things you give away and the things you sell, and by always being your authentic self, prospects will sell themselves on what you’re offering and you won’t have to.
Offering several options for saying “yes” is another way of non-selling. People will only buy from you when they know, like and trust you, and any attempt to make a hard-sell will destroy your credibility as a Soul Proprietor in a heart beat.
SIDE NOTE: Just be nice. One way to be nice to folks and to surprise them is to write a handwritten thank you note or “nice to meet you” note as a means of following up. Send a note to prospects after you’ve made a good connection and to clients after they’ve hired you.
People will remember someone who takes the time to write them a note by hand and it’s a great way to up the “like” factor when you’re trying to win clients.
It is so unusual for anyone to get a real hand addressed envelope that just in doing that will up your open rate a thousand times whenever you send out a marketing letter, a note, or some other follow up through the mail.
© Copyright 2009 Marty Marsh