Soft Sell Marketing Misconceptions – A Dime a Dozen
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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.
Jim,
I wholeheartedly agree with your perspective that you don’t have to be “either/or” when you’re presenting offers – either you focus on making the sale OR you focus on making connection.
The point, and what I teach in my “What to Say If You Hate to Sell” program, is to do both. When you genuinely connect with someone and understand their situation, you are able to offer a solution from a place of authenticity. Then you both get what you want. What could be better?
-Helen
Jim – Thanks for bringing this topic up as I’ve forgotten how hard sell would perceive soft sell sales. After over 30 years in sales and marketing, mostly soft sell, I believe this problem of selling from personality is common to newbies in the field. Most people want to be liked.
True heart-centered, soft sell sales has nothing to do with having a likable personality. As you’ve pointed out numerous times, it’s a matter of caring enough about your customers first to ask the questions necessary to understand their viewpoints. Then you “help customers buy.” Customers will like you even with a marginal personality if, as you said above, you show them what’s in it for them.
John
http://www.HelpCustomersBuy.com
Hi John,
“Help cutomers buy” is the apt phrase, because they want to buy. They have a need and you are the solution.
I’ve also heard it said that selling is “leading the customer to the truth of thier desire” — to buy or not” If they do not buy this time, they will another. And if they don’t, then they aren’t and would never have been a repeat buyer.
Jim
Hi Helen,
Yes either/or belongs to a competitive mentality and it also reflects a scarcity mentality. A truly well done sale also creates a relationship and, in business, a truly well made relationship very often has to do with a sale.
Both — and for a wider and more profitable consciousness.
Jim
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