Marketing Information

Marketing The Real You


I often wonder how the practice began of pretending to be someone else in order to market your business. You know what I'm talking about -- it's the marketing face, the selling voice, that you often put on in order to attend a networking event or make a sales call. Who taught you to do that?

I have a suspicion where we learn this behavior. Most of us spend a lifetime observing showroom salespeople, product spokespersons in the media, and hucksters on street corners. What we see demonstrated there is artificial enthusiasm, manipulative use of language, feigned interest, and in some cases outright deception.

Sounds awful, doesn't it? So why copy any part of this distasteful way of selling?

Psychologist Abraham Maslow said, "If all you have is a hammer, everything looks like a nail." Perhaps we believe this is the only way we can sell because it's the only way we know. I'm not accusing anyone of consciously deceiving prospective clients. What I'm suggesting is that what we do unconsciously and automatically is to behave nauthentically around them.

Intuitively, many of us feel as if something is wrong with this way of operating. When we have to sell ourselves, we find it unpleasant, disagreeable, even repulsive. But what if all those negative feelings were simply because we hate the artificiality and manipulation we think must be a part of selling?

Imagine what it would be like to go to a business networking event as yourself. No facade, no pretension, just plain you. When someone asks your reason for coming, you tell them the truth. You don't have to claim you wanted to hear the speaker (if you didn't). You can come right out and say, "I'm hoping to make some contacts that will lead to business for me."

You wouldn't have to invent reasons to start a conversation. You can walk up to someone who looks interesting and say, "Hi, I haven't met you yet." If you're shy around strangers, you can tell the first person you meet, "I'm sort of a wallflower and feel awkward at events like this. Could you introduce me to some folks?"

Now imagine placing a follow-up call to a prospect where you are completely honest. You could say, "I have some days open on my calendar soon and I'm wondering if this would be a good time for that project we've been discussing." Or, "We haven't talked in a while and I'd like to find out if you're still planning to start the new training program this year."

I see so many professionals and consultants struggle with trying to find an "excuse" to call a prospect. You don't need some manufactured excuse. You know the reason you're calling. Most of the time THEY know the reason you're calling. Just say what it is.

Let's extend this same principle to making a cold call. Instead of stumbling around awkwardly trying to make a polished -- but unnatural -- sales approach, imagine yourself saying, "I'm not much of a salesperson, but I'm really good at what I do. Can we have a conversation about what you need and see if I'm the right person for the job?"

If you've been working from a cold-calling script that makes you flush and get a tight throat every time you read it, throw it out. Come up with one really good opening line that feels authentic and gets directly to the point. Then decide how you will answer -- honestly -- some of the typical questions prospects ask you. My bet is that your calls will immediately get easier.

In fact, the more you become honest, direct, and authentic in all of your marketing, the more appealing selling will be to you, the more effortless it will become, and the more success you will ultimately achieve. Because most business results from building relationships, and how can you develop a relationship with someone when you never reveal who you really are?

About The Author

C.J. Hayden is the author of Get Clients NOW! Since 1992, C.J. has been teaching business owners and salespeople to make more money with less effort. She is a Master Certified Coach and leads workshops internationally. Read more of her articles at http://www.getclientsnow.com


MORE RESOURCES:
Business:Marketing Articles from EzineArticles.com
02/24/2018 07:19 PM
Growth Isn't Linear
Our culture is really good at selling us the "easy road." There are all sorts of ways to make your life easier, supposedly.
02/21/2018 09:50 PM
Using the Marketing Mix to Maximize Customer Returns
The traditional marketing mix used by businesses comprised of 4 key elements thought to be vital to the success of any business. However, with the passage of time and the variations in the kind of products and services offered, there are 7 key elements today in the marketing mix that require constant evaluation to ensure the best possible results.
02/21/2018 08:07 AM
Let's Play The Marketing Game
Marketers, like most professionals, find their work a mental challenge - not unlike playing chess or other games of strategy and tactics. A favorite mental game that marketers play is called "How would I do it?" Want to play?
02/21/2018 07:50 AM
5 Benefits of Roller Banner Displays
Roller banner displays are known by many names. Why are there so many terms for this product? Experts have a logical explanation for it.
02/18/2018 10:11 PM
Why Not Having a Marketing Strategy Is Like Driving With Your Eyes Closed
When it comes to business, one thing that has been a mainstay for successful companies is having a great marketing strategy. In fact, any business that is serious about actually staying in business would not go one day without moving forward with an effective marketing strategy as it is the foundation for how a business remains relevant.
02/16/2018 03:33 PM
5 Ways Integrating CRM With Marketing Automation Will Help You Boost Sales and Grow Your Business
Bringing together robust CRM software with state-of-the-art marketing automation can be a game changer for your business, but it's just one piece of the puzzle. Learn more about the ways marketing, web development and web enhancement services will help you increase qualified leads, drive sales and grow your business.
02/15/2018 03:45 PM
Is Your Marketing Content Authentic and Impactful?
What are you sharing with your audience? Is it content that is aligned with your brand? Are you sharing it with your authentic voice?
02/14/2018 11:36 AM
The Impact of Technology on Marketing and How Brands Can Use Technology in Marketing
Technology and marketing are now going hand in hand. Brands are using technology to create engaging customer experience. After studying the impact of technology on marketing, in this article I have shared some examples showcasing how different industries are using technology to deliver a better customer experience.
02/07/2018 12:56 PM
A Guide to Going Viral
Reaching customers and creating awareness is something that determines the success of any business. The access to customers has become significantly easier over the years thanks to the development of social media platforms.
02/07/2018 12:04 PM
4 Important Trends of Content Marketing in 2018
Did you know that content marketing is evolving? What worked in 2016 didn't work in 2017. Do you assume that the trend will remain the same in 2018? This article explore four important trends that will shape content marketing in 2018.
02/05/2018 02:29 PM
Best Way to Promote a Business
Whether you're just starting out or have been in business for years, these proven marketing strategies will help your business find new customers without spending a fortune. 1. Plan your attack.
02/05/2018 09:55 AM
Next-Level Marketing With Business Cards
Most people are under the false impression that marketing with business cards is simply handing their cards out to anyone and everyone. Truth be told - it requires some creative thinking to be able to effectively market and acquire a bigger 'return on investment' with this marketing technique. Business card marketing, as well as the connection making and relationship building that goes with it, is more of an art and requires 'out of the box thinking' and standing out.
02/02/2018 09:12 AM
Vital Marketing Concepts
Effective Marketing is a cherished desire of startups, SMEs, and firms for stable market share. The effectiveness of a marketing strategy is based on insightful understanding of some vital marketing concepts such as marketing, selling, branding, advertising, and networking.
02/01/2018 11:39 AM
Domestic Vs International Marketing
Let's first start our conversation by asking why? Why marketing? Why HR? Why finance? Why any of those or any other fields is important for the business whether it's a startup or a huge organization.
01/31/2018 09:30 PM
5 Benefits Pop Up Stands Will Fetch For Your Marketing Efforts
Banner stands have lots of names to them, including pop up stands, roll up banners and pull up stands. They may look simple, but the truth is that they can impact your marketing positively and effectively for that matter. They make very good marketing tools, especially when you are looking to give customers short insight to the services or products you are offering them. At an exhibition, the pop up stands make very reliable exhibition banner stands to bring customers to your stand by sending the message across in an interesting way. Compared to other promotional channels, the stands make very affordable tools which could be why they have become very popular among business people.
01/31/2018 12:56 PM
10 Steps to Design a Successful Marketing Plan
Generally, companies are broken down into four levels of hierarchy, the corporate, the division, the business unit and the product level. The overall plan of the company is designed at a corporate level. As part of this planning, each resource is allocated to each division of the company.
01/31/2018 12:55 PM
The Importance of Sports in City Marketing
Countries and cities are being promoted with a very similar way to products or services from private brands. One major difference, though, is that this promotion is being performed not only by private brands, but also by the people of that particular city or country in partnership with governmental agencies. This is relevant for the economy of the country/city brand and this is no coincidence that the major world cities like New York, London, Paris and more function well and each year the number of tourists is more than double the number of the residents.
01/30/2018 03:58 PM
Do You Have a Marketing Strategy and Plan for Your Business in 2018?
A Marketing Strategy and Plan is the first and most important piece of your roadmap to success. Without this, you can't attain your business goals.
01/28/2018 01:15 PM
Would You Wait In Line For Nutella?
Have you done your market research on the top product in your line up? In the scope of all things marketing, today's breach comes with a lack of research and market studies. On a case by case line of study, the average product has low marketability, and yet... In a depression market, your product maybe the "Cat's Meow" that brings buyers to the lineup! What say you? Nutella line?
01/26/2018 08:12 AM
Don't Discount - Offer More Value
STOP discounting!!! Instead, innovate your business, so you offer more value than your competition even if that means increasing your price. When you discount your price, you lose the full value of every dollar you discount. Bundling increases the perceived value, so prospects buy more.
01/24/2018 08:25 PM
We've Got Some Webinar Tips for You
Webinars are a great way to deliver content (such as an online course), that is either live or recorded for an evergreen program. But, webinars are also used to deliver content for a "freebie", or lead generation piece.
01/24/2018 02:30 PM
5 Marketing Tips to Grow Your Startup
In every passing second, three new startups are launched worldwide. So that makes it 11000 per hour and 25,9200 per day. But out all the startup's only 10% of the startup's getting succeeded and the remaining getting failed.On that note, here are some of the marketing techniques that help you to be on the list of the 10%.
01/23/2018 03:53 PM
Stop Spending Money on Marketing Until You Read This
If you are finalizing your marketing plans for 2018, STOP, don't commit to spend a penny until you read this to see if you are spending your money effectively. Not seeing results from your marketing? Not sure where or how to spend your marketing budget? The key elements every small business needs to get the best return on investment from their marketing.
01/23/2018 09:41 AM
How to Market Your Door Company
Many people might not realise it, but door companies may find it more challenging than other types of businesses. Advertising a product to make a home liveable is tricky as we take this product for granted on a daily basis.
01/22/2018 09:34 AM
Is Corporate Gift Giving Important for My Business?
If you want to strengthen your relationship with your existing clients and attract new, potential ones, it's important for you to use personalized corporate gifts. These gifts play an essential role when it comes to improving the company image or brand.
01/22/2018 08:19 AM
Three Ways Customer Segmentation Can Save Your Marketing Budget
For anyone who runs their own business, there is always a combination of emotions that makes launching both the most exhilarating moment of your life, as well as the most nauseating thing you've ever experienced. As time goes on, you find that while you are enjoying some success because of the curiosity factor, you aren't finding the success you wish you could get, and this is where customer segmentation can make the biggest difference in the world.
01/21/2018 10:15 AM
Fishing for Customers? Find the Right Lure
The marketer also wades into fast-moving waters, and just like the fisherman, the marketer keeps changing lures. The marketer does it by changing marketing programs, headlines, media, copy, offers, graphics, prices, stories, etc. Lures that bring success are kept and used until environmental or competitive conditions change.
01/19/2018 03:26 PM
This Article Can Help You to Find Additional Funding for Your Business
Whether you need more stock, new machinery to manufacture new products, increase factory or retail space or just need to increase the number of employees, gaining access to additional funding can give your business the boost it might need. But short of applying to try and win an investment on TV's The Vault, what are the key steps to successfully obtain funding? BEFORE JUMPING IN AND FILLING IN MANY APPLICATION FORMS, YOU NEED TO CONSIDER WHAT YOUR LENDER WILL NEED TO KNOW?
01/17/2018 03:38 PM
The Importance of Standing Out
As a college marketing student, I hear day in and day out about the importance of branding and the ability to stand out. When I think about this concept, I am either overwhelmed by the thought of trying to become noticeable in such a huge world, or I am simply uninterested because sometimes I believe that all I have to be is a good student and a hard worker to be successful. I have to admit that just about every working adult tells us students that we just need to get through school, and not worry too much about our...
01/16/2018 08:04 AM
Are You on Top of Your Marketing Game?
What are the things that businesses can do to remain at their best and develop their growth? This is not a straightforward question and there are different things that can work. They include the quality, the style of management, and even the business environment.
01/16/2018 08:03 AM
How to Influence People to Purchase Without Hard Selling
Things have really changed in the world today and we are now hyper-connected. Prospects are able to find the information needed very easily. This can be regarding services and products. As such, it is very important that people adapt to the changes. The best speakers use science and data to help salespeople to see selling differently. It is no longer about that old-fashioned selling approach. This was an enthusiastic and persuasive pitch for any service or product. Things are done differently now and this has changed business as we know it today.
01/11/2018 12:06 PM
Voice Overs and Your Business
Videos are one of the most important marketing tools that you can use for your business. Informative compelling voice overs are one of the most important tools for your videos. Videos are everywhere you go and because of the latest technology, you can watch them on the go as well.
01/10/2018 03:29 PM
New Year Sales - Should You Be Discounting Your Rates?
Now that we're past most of the holidays (there are still many faiths celebrating), we certainly have passed the biggest spending period of the year. Many of us stuck to our budgets, some well... not so much!
01/10/2018 11:15 AM
Learn The Importance Of Graphic Designing Services
Graphic design is a major element of today's IT world. The potential and scope of growth associated with this field are really enticing, and this is the reason why more and more people are plunging into the arena of graphic design. However, being a graphic designer or the owner of a graphic design company is not that tough; the real challenge lies in making your business grow at an impressive speed.
01/10/2018 11:09 AM
Keys to Be Successful in Business Marketing
A typical Business-to-business (B2B) company creates value for its customers, builds brand recognition, and communicates a unified message, targets decisions makers, supports salespeople with variety of communication tools. Business markets have shorter distribution channels and emphasize personal selling as the form of promotion and marketing communication. The business-to-consumer as a business model differs significantly from the business-to-business model. Keys to success in Business markets are value creation and customer satisfaction, social media marketing, mobile marketing, multimedia content and executive brandings for personal selling.
01/08/2018 09:38 AM
Why Using Branded Workwear Clothing Is Beneficial for My Business
If you want to spread the word about your brand and get it recognized by the customers, you should consider the idea of using branded workwear clothing. Make your employees wear clothing engraved with your company logo so it becomes easy for your customers to recognize what you're offering.
01/08/2018 08:44 AM
Get the Most From Automated Marketing and CRM: 3 Email Topics That Engage and Convert
Email marketing is one of the most effective marketing tools for businesses. Learn how marketing automation and CRM can help you better engage and convert new customers.
01/08/2018 08:44 AM
Five Signs You Need Automated Marketing
Consider using marketing automated to help you mange your leads and clients. It will allow you to work on your business rather than in it.
01/08/2018 08:12 AM
Here's Why Your Customer Won't Always Care If Your Product Is Better
If you think better always prevails in a high-tech environment, then here's a story about the unrivaled persuasive power of simplicity - Back when I was a young engineer in R&D, I developed a very small and cheap component for replacing a rather costly outdated one in a project I was working on. One day the head of a manufacturing line calls me up and schedules a meeting with me and a project manager who may need what I've developed for another project. We start the meeting and the project...
01/08/2018 08:11 AM
Why B2B Marketing Is Very Different From B2C Marketing
Most ad agencies, marketers and copywriters do B2C campaigns. In such competitive consumer markets, the most regurgitated "how to market" slogan is "Sell the Benefits. Not the Features" And that's true.
01/05/2018 09:54 AM
Challenges Faced in the Data Integration Process
In the process of data integration, setting up the pragmatic prospects can become a challenge. For an agency, the primary goal is to set realistic figures and analysis.
01/04/2018 08:27 AM
Deciding on the Design for Your Exhibition Booth
The return on your investment by spending time at an exhibition booth can be very high. However, this is only going to be the case if you have something that stands apart from the rest.
01/04/2018 08:24 AM
Get the Best Concept in Place for a Trade Show Display
There are some amazing trade show stand contractors out there, and they can bring your products or services to life! They can make them appealing to your target audience, and they are more likely to buy once they have stopped by your booth to get additional information.
01/03/2018 04:03 PM
Important Aspects to Discuss With the Designer for Your Exhibition Booth
The services of qualified exhibition booth designers can help you to have a professional and eye catching set up that people stop to look at. That is what you want when you make the exhibition circuit.
01/03/2018 03:43 PM
6 Lessons I Learned From Seth Godin at SmartHustle Conference
I attended Ramon Ray's SmartHustle Small Business Conference in New York City. What a day! The conference was truly inspirational on many levels. I hope you can use some or all of these takeaways in your marketing to make you stand out and be truly effective!
01/02/2018 04:02 PM
Small And Midsized Company Marketing And Marketing Communications - Actionable Forecasts For 2018
Many marketers are currently feeling unsure about their communications efforts. In fact, Infusionsoft's recent survey of 1,000 small business owners found that nearly two-thirds feel that they "don't know if their marketing strategies work" or "know that their strategies aren't working". Unfortunately, improving marketing and marketing communications strategy, planning and tactics will be even more difficult in 2018. My article presents actionable forecasts for small or midsized B2B, B2C and nonprofit marketers to help them profitably improve sales and ROI.
01/02/2018 11:29 AM
3 Follow-Ups Tips For Tennis Clubs
Hello to all you club owners out there. You know something? If you guys knew how much money you were leaving on the table with your marketing, you would shoot yourself in the foot!
01/02/2018 11:07 AM
Infographic Communication
Infographics are graphic representations of data, information or knowledge, pertaining to an organisation. Its purpose is to present data promptly and comprehensively.
01/02/2018 08:20 AM
Satisfying WIIFM for Your Target Audience
WIIFM is the concept of satisfying the needs and wants of your target audience before getting what you need for your brand and your business. In other words, it is your ability to solve the other person's problem.
01/02/2018 08:01 AM
What Your DNA Can Tell You About Your Business
Us humans are always obsessed with discovering our origins. As part of the Jewish nation, it's always fascinating to find out new-old connections to different ancient nations due to our long and complicated nomadic history. Biological DNA tests have become a very powerful tool in that sense - I've just read about a fascinating DNA test results showing that Jews and Samaritans have a shared male ancestor in the last 2500 years, indicating that Samaritans (like the Good Samaritan from Jesus' famous parable) are actually Jews that were left...


home | site map |