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MARKETING THE REAL YOU
C.J. Hayden, MCC
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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?
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 www.getclientsnow.com
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