Soft Sell Is NOT Political Correctness
ByRecently we attended a local seminar. The presenter, a young man in his late twenties we’ll call Andrew, was using Power Point to show the buyers of his Internet marketing program The “buyers” were all male and all white.
Judith said, “I’m curious. All the buyers in your power point are males and white males. It’s hard to listen to your presentation when I’m not represented. And neither are lots of other people in this room.”
Andrew looked stunned.
With other audience members nodding in agreement, Judith went on…
“Don’t women buy from you?”
“They do,” he answered
“And what about minorities?”
Andrew was getting edgy, eager to shut Judith up. But she wasn’t finished.
“My husband and I represent the Soft Sell Marketing Community, a growing movement that’s emerging around the globe. We’re proving—without a doubt—that women and minority peoples want to succeed in business and are a definite audience for marketing products. So you’re missing the beat for lots of us.”
To help soften this unexpected lesson in conscious commerce, Jim added, “We appreciate your work—and hope that you’re receiving this with the friendly support we intend.”
No doubt no one had ever criticized his presentation, so it was touching when Andrew said, “Oh, they ARE all males, and ALL white. It’s funny, I never saw this before. Okay, I’ll see what I can do to make my power point more politically correct.”
That Was Not The Point !
“Andrew,” Jim continued, “Internet marketing has been very male-dominated, just like the old wild, wild west. But now millions of non-male, non-white people are coming online as marketers and more and more as buyers. So we’re not talking about ‘political correctness.’ We’re talking about the need for all of us—everyone—to expand our awareness. To care about everyone who’s buying and selling—whether online or offline. To see selling as spiritual service.”
Judith added, “We’re on a mission. We’re speaking for the movement of Soft Sell Marketing— marketing with heart, marketing with greater personal awareness about the real people we’re all engaged with any time any of us are selling.”
It was difficult for Andrew to show his appreciation for being made aware of his blind spot, but when he shyly—and with some embarrassment—thanked us, everyone gave him a standing ovation.
This interaction helped us see even more clearly how Soft Sell comes from a change of heart. It can never result from a concept like “political correctness” because political correctness can never create the necessary internal change required to move society into a larger, more compassionate future.
Then one of the men turned to us and said, “I want to thank you for standing up for the need to respect each other in the sales process. I’ve never heard anyone ever say what you’re talking about. I feel like we all moved a little bit closer to what you described as selling as spiritual service.”
Because It’s All in the Connection,
Judith & Jim
*******************************************
“How To Build Your Soft Sell Marketing Platform”
1 hour audio download
Go to Bridging Heart and Marketing – Platform Bonus
*****************************************
Judith & Jim, I’ve always been a bit of a renegade because I was a female selling in male-dominated professions. I sometimes had to stand up for myself, but I never let it bother me. I honor you for speaking up for all of us non-male-salespeople and I give you great kudos for your universal message. The people that I attempt to reach are mainly female now, but my male audience is very welcome. They have great needs for the information and help that I offer. May we all work at being courteous and inclusive. You never know how your work is going to affect people and you need for that effect to be as positive and helpful as possible. Thanks, Cinda