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Stop Selling, Start Giving

Over the last few years marketing has changed dramatically.

A huge amount of emphasis has moved from offline to online.

The focus has changed from “outbound marketing”, where you go looking for your customers to “inbound marketing” where you put the information out there and your customers choose to find you.

The third and possibly the largest change is in information marketing, where you freely share your knowledge and expertise with the market.

This is the crux of the matter. The best way to grow your business may be to stop selling and to start giving.

You Must Make A Difference
If you ask most business owners and managers what the deepest purpose of their business is, they will probably all say it is to make money and profits.

Now of course we all need money to live but for your business to be successful it has to make a difference in some way to the lives of its customers.
It must have an impact, make life better in some way.
Only after it has had this profound impact will it be able to generate the profits that your business needs.

Never Has The Expression Give To Get Been So Relevant
For someone to become a customer or a client of yours, they have to believe that you are an expert in your field and the best provider of your particular product.
Traditionally we all have tried to convince our prospects of this, bombarding them with our sales messages.

The problem with this approach is that you’re interrupting your prospects with information they haven’t requested.
So my advice is to stop selling and to start giving.  Start adding value to the people you come into contact with.
Give them information in any form you can.
Talk to them, email them, send them information in the post. Instead of giving them what you want, give them what they want.

The classic and easiest place to do this is on your web site.
Fill your web site with useful information that visitors can read there and then or download. If you look at our website www.bda.me.uk you’ll see what I mean.

What will the effect of this be?

  • It will position you as an expert in your field
  • It will be the start of a relationship between you and the reader
  • It will generate repeat visits to your web site.

The result is that you will differentiate yourself from the mass of mediocrity out there, I think you may be surprised and quite possibly stunned at the results.

The Ultimate Win-Win
The phrase ‘win-win’ is very over used these days, but if you are willing to give it a go, this strategy is true win-win. Your customers get an amazing and unprecedented experience from you …and you get hoards of happy customers and potential customers, bowled over by the information you’re sharing with them.

My basic message here is that maybe we’ve got it all wrong. We’re so immersed in working out how to increase sales and grow our businesses, in how to improve our own lives – we’re missing the obvious way to do it – and it’s right in front of you.

The irony is that if there is a secret to your success it is to stop worrying about your success and start thinking about the success of your customers and potential customers.

Pay attention to their problems, their needs.

It’s a great way of doing business.  It can totally transform the quality of your working life. The purpose of going to work has now shifted from ‘paying the mortgage’ to enhancing the lives of the people around you.

So do you agree with what I’m saying and do you find it works for you?

Please leave a comment and let me know.