As I walked my foster dog (number 32, a Pomeranian named Mylo) before dawn on August 23, I suddenly realized I was the presenter at the women’s business group which convened in an hour.
No sweat. I had plenty of ideas and materials to share. The challenge was selecting just one.
I quickly pulled up past slide decks until I found one I liked. It illustrated the four types of buyers and how to identify them by their smiles.
In addition to the content, I needed to provide a discussion topic to stimulate conversation in the subsequent breakout rooms.
I reflected: When it comes to my field, what causes professional entrepreneurs stress?
Answer: Self promotion and asking for the sale.
In a world where exaggerated marketing claims have become the norm, pushing products and securing a quick sale seems almost second nature.
I was reminded of this recently when I downloaded a “free” book on copywriting and was bombarded, day after day, with subject lines that targeted people’s pain points:
“Why your existing opening sequences aren’t converting”
“Top 3 biggest problems email sequences have”
“Unique NEW Strategy gets you 50% open rate”
Each message is designed to raise stress levels, feed your insecurities, and lure you to buy their offer.
I am bothered by exaggerated marketing claims and insincere sales conversations.
Thankfully, there is another way.
(It’s the title of my latest audiobook.)
Shift your focus from transactions to building heartfelt connections.
The previous week, I loved reading No More Cringe: How to Transform LinkedIn Outreach from Awkward to Real Impact by Ed Forteau, Mr. Delivery (he’s an email marketing maven).
The title sums up his approach to generating leads and growing your business.
It takes time to build relationships.
A transactional mindset may result in a few short-term gains. However, isn’t your business here for the long run?
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To your sales success,
Nancy Zare, Ph.D.
The Sales Whisperer and Author
