Many people don’t know that my professional career began in direct marketing. More clearly, commercial door-to-door sales. For 5 years I scratched and clawed my way to the top of the pyramid, only to leave once I got there. I don’t regret my days as a direct marketer … I don’t regret leaving either. (Everything for a reason.)
So, why revisit? I recently came across a snippet from an instructional video that posed the question; “How successful can your business really be when its entire marketing strategy is based upon soliciting people who never asked to be solicited?” … the narrator’s answer was “not very”. My answer: VERY! I’ve done it.
To start, I must say, there is no group of people, demographic, interest group or otherwise that is truly asking to be solicited. So, this leaves you with a bit of a conundrum, either go out of business, OR start selling your products and services to people who aren’t looking for them.
If you’re a banker, then don’t worry. People are already searching high and low, turning over every stone, looking for your product. If you’re not, then it may some day become evident that you’re going to have to go out and find some buyers.
Pitching a product to people you don’t know is hard. There’s no doubt about it. Pitching it people you DO know can be even harder. You’re essentially telling your prospect “Please judge me”. If you have a hard time with this, then I suggest you stick to advertising your business in the newspaper or simply work for someone else who will filter this judgment for you. (I don’t mean to imply that there’s shame in working for someone else.)
Now you stand with your hands thrown up in frustration wondering, “Why is 3 foot rule not working for me?” The short answer: you lack conviction. The long answer: it’s a dance and you’re out of step.
You see, if you truly believe in what you sell, if it truly makes you happy, then your natural reaction is to “share” it. That’s what the 3 foot rule really means, engaging those around you in meaningful conversation to determine if this person would like to share your happiness.
It’s true, not everyone is your prospect. However, the unfortunate reality is, you’ll never know until you ask. If people are running from you, or worse, shouting “NOT INTERESTED!” before you finish your first sentence, then they have seen through YOU … NOT your product.
Direct marketing relies on more than just a few simple rules. You must truly understand how people make their buying decisions.
Don’t “fake it till you make it”. People see through fake. They learn quickly that you’re looking at them as a commission check. Buyers need to see genuine concern.
We’ve all heard the cliche “You catch more flies with honey …”. There’s a reason people say this. People like happy people, and they are pre-programmed to surround themselves with people who make them feel good. So start making people feel good, and you’ll start having more success in the sales field.
You must have genuine concern for the buyer. The buyer must feel like you like them. So, what if you don’t like them? In short, too bad. Get to like them, your paycheck depends on it. How do you show people that you like them? Listen to them. Ask them what they like. Once you have this information, make sure to repeat it back to them. This will keep the conversation AND the transaction moving.
There’s an order to it. Buyers like to be drawn through their buying decisions. It’s entertainment. The buyer’s first decision is “Do I like YOU?”. Their next decision, before they decide to part with their hard earned money, “am I in good company?”. The buyer’s logic is simple; “If others view this as a good decision, then I’m making a good decision.”
Blaze trails. Talk about others who love what you have. “In fact, I just left so-and-so’s, she got three of these things and she said” … add product claims here … “you couldn’t get a ” … something … something … “for the price”. Now you’re drawing a picture. Buyers don’t actually consider your product until these decisions have been made.
Remember Ron’s break down fishing pole? That thing knotted up every time you looked at it, and it was a problem if you hooked any thing bigger than your shoe … BUT, it was the only fishing pole you could fit in your lunch box. ‘Nuff said. So, don’t worry so much about the product.
To be successful as a direct marketer, you have to assume the close. I know; we’ve all heard that assuming only makes an “ASS” out of “U” and “ME”. People who use this phrase have never made a living in the sales field. You have to assume that people want, and are going to buy what you’re selling.
Watch Vince, the now famous Sham-WOW guy. He tells his prospects a dozen times “I know you love it.” He doesn’t really “know” you love it, he’s assuming you love it and that you’re going to buy it.
My goal is not to insist that direct marketing is the only way to get people to buy your product or service. There are plenty of other ways. However, if you understand how people make their buying decisions, then direct marketing will prove to be one of the most effective marketing processes you can employ.
