There’s an entrepreneurial saying that “nothing happens until something is sold,” meaning that we’re all in the business of selling, whether we like it or not. But on the other hand, there’s the debatable fact that, “everybody hates a salesman.” At least I do - although ‘hate’ might be a little strong.

But you know what I mean. If there’s one person that we – the otherwise polite - can all excuse being rude to, it’s the random salesperson. We’ve all hung up on at least one. Being on the SOLD end of selling isn’t a favorite feeling for most of us. Whether we have the money to spend or not. (even more-so when we don’t!) And that doesn’t bode well if you’re convinced that selling is survival.

Here’s how I’ve seen it happen with SELLING speakers, but it’s the same with coaches, consultants, and all you other information marketers. 

You go to a conference or meeting and show your audience what you can do by giving a free seminar, keynote or breakout session. You dazzle ‘em with your presence, knowledge, content and impact. Even outside of your sessions, in the hallways and on the trade show floor, you talk, you interact, your serve, you begin and continue building a relationship. They experience how what you have fits their need. They ask questions – you serve up knowledge. The interest (read BENEFIT) is on the table… and that’s just one of many possible networking scenarios.

THEN… The conference or meeting ends. The showing ends. The serving ends. The relationship-building ends. THE SELLING BEGINS… Phone calls, emails, letters, tweets, text messages and everything else with the message “BUY ME!”

Note that it’s not the calls, emails, letters, tweets or text messages that pose a problem – those are the tools of communication when not face-to-face. It’s the change in content of the communication that I point out. From the language of serving to the language of selling.

Future marketing for information marketers is not the language of selling traditionally equated with marketing and sales. Social media (emphasis on the ‘social’) and the miracles of our evolving e-world runs on the language of ‘serving’ and ‘building relationships.’

So what does that mean to you/me/us? Find ways through social media, blogs, web pages, online video, email and whatever the next e-thing is to share what you know, become a resource and build relationships. And don’t worry about giving away too much information. The more they rely on you to fill the need… the more they’ll rely on you to fill the need.

PEACE.
Rick