Soft Sell Avoidance
ByJudith and I just spoke at a conference focused on wealth building. This is not a usual venue for us and we looked forward to what would happen.
It became clear that most of the people there were interested in real estate investing—many of them focused on very high-end real estate—even though the event producer had scheduled a variety of speakers and topics.
He asked us to speak about Internet marketing and our “Bridging Heart and Marketing” conference.
Our focus was to introduce the participants to the joys and benefits of Internet marketing as well as invite them to register to attend our next conference, “Bridging Heart and Marketing II” -September 12-14 at the Ayres Hotel in Manhattan Beach, right near the Los Angeles Airport.
We decided that the people there wouldn’t be in the mindset of Soft Sell Marketing so we designed our presentation to minimize our Soft Sell approach.
That’s what we’re now calling Soft Sell Avoidance.
Because we were wrong – very wrong – in our judgment.
In fact, it was a judgment made from our own reticence to go full on into Soft Sell no matter the audience. Why? Because after we made our presentation, many of the people there approached us with very high compliments – the same kind of praise we receive when we present in front of audiences identified completely as Soft Sell.
We had not stayed true to our convictions — that Soft Sell is wanted, in fact hungered for, no matter the venue or the audience.
From the praise and thanks we received we could have, in fact, focused almost entirely on Soft Sell Marketing and gone into it in depth.
The Lesson?
Soft Sell, heart-centered, relationship-based marketing is emerging out of a deep need for people to treat people as people rather than as walking wallets.
And what of the future?
We will no longer back away from Soft Sell. The need and desire for it is even deeper than we imagined!
Lesson Learned!
Because It’s All in the Connection,
Jim
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Aloha Judith & Jim!
I made it a point to be in on both calls and I was so glad that I found you!! I have always used soft selling and did not know that that was what it was called! I always felt that I was not up to par as I could not be myself and work the “hard sell.” I love inter-connecting with clients and servicing them with information so they could make their own decisions. I always felt that the “close” was not as it should be. I wanted my clients to close “themselves.” Using thier wants and their goals to make their choice. I thank you for educating me and look forward to all you have to offer!
I close myself,
Frances
Frances,
The biggest trap for Soft Sell marketers in the hard sell market is that, as you say, we feel as though we are not up to par. That’s not just financially depressing, but soul weakening as well.
Soft Sell marketers know that what they offer is needed and effective but then back away from being strong about presenting it.
That shortchanges you, your customer, and whatever you hold to be the Source or highest authority in this universe.
And to want your clients to “close themselves,” because you’ve given them what they need to do so, shows such respect for them and your integrity shines through. And when that sale is made, your customer returns out of a reciprocal respect and a proven trust.
BTW — instead of “closing the sale” we suggest you consider thinking of that moment as “opening the relationship.” And if your client is a return buyer, then “deepening the relationship.”
Because It’s All in the Connection,
Jim
http://www.bridgingheartandmarketing.com
Congratulations, Jim and Judith, for allowing Life to continue to show you the way. And even bigger congratulations for having eyes that are able and willing to see. Reading of your experience speaking in front of a group that you believed not to be quite the “match” you had in mind, and then reading of your delightful discovery that there is a very real desire among people in all sorts of professions to create relationships, not buyers, reminded me of the comment that I made during our radio interview that your conference was not just for those in heart-based businesses, but that it was for anyone, in any business, who approached life coming from heart. I was so pleased to read of your experience, and to know that my suspicions have been confirmed! The world you are uncovering, and the dialogue you are creating, is a description of a world I wish to live in.
Bridging heart and marketing doesn’t quite go far enough in describing what it is that you are both doing. I believe that what you are doing is creating bridges between hearts – and business relationships are just one example of the many blessings that will result. For I love your tag line – “It’s all in the connection.” What profound words they are. Starting from a place of authentic connection – the possibilities are endless.
Thank you for having a hunch, and being bold enough to follow through, in order to serve the needs of many. Looking forward to joining you both in LA, as well as the many, many like-minded others you are bringing together. Although I am in New York, I can feel the energy building clear across the country! You have clearly identified a movement whose time has come.
May you continue to keep your fingers on the pulse of humanity, and to find the strength to respond.
With warmth and great respect for whom you are,
Jude