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Recently I read a blog post comparing soft sell with hard sell and the writer listed several of the many soft sell marketing misconceptions.

The Writer Wrote: “But in the race to present one’s personality to the client, it’s important to keep in mind that these soft factors are likely to result in new work only if the proposed soft sell involves something that the prospect or referral source actually believes will address a personal need. Much of the friendly, hey-I’m-really-nice marketing plans miss that mark entirely.”

This was my comment:

Misconceptions regarding soft sell have become a dime a dozen and it’s arguable they’re worth even that.

The idea that soft sell is — friendly, hey-I’m-really-nice marketing plans — would of course miss the mark. This notion arises from traditional hard sell marketers whose focus on Get The Check precludes them from really understanding the process of relationship marketing that serves the customer, serves the seller, and makes a profit.

To focus on presenting one’s personality, and under the pressure of being in a competitive race while doing it, can only be crippling, because it takes all of the real connection, the real emotion out of the process.

Presenting one’s personality is mechanical. To believe you have to present is a sure sign of insecurity and a lack of confidence that leads to thinking – “Oh I better present a good face if I’m going to make this work.” Used-car-salesman anyone?

First and foremost, clients are looking to have their problems solved – WIIFM – what’s in it for me. And yes, the best client relationships are built on a personal relationship but not at the expense of getting the job done.

Because It’s All in the Connection,

Jim

The Heart of Marketing, our #1 bestseller, will give you practical insights into how Soft Sell marketing can work for you — for your profits and your soul.