Call it the hard sale. It is any time that a person just dives right in and goes for the throat. I can tell from the look in their eye and the way they just keep pushing the same point over and over again that they will not give up until they get a sale out of me.
Maybe this works on some people by being so unrelenting that they eventually succumb and just buy something to get you off their back, but you will never get a sale out of me that way.
Marketing is not just about pushing for the sale as hard as you can. So many people seem to adopt this very mentality, and I am sure they get a certain amount of success with it. I doubt a person would use a particular marketing strategy for very long if they were not having any kind of success from it.
But is this really going to help your business over the long term? Are you really establishing yourself as an effective company that people can trust their business with for years to come? I have a feeling you are getting one sale at the expense of future sales.
And know this: the way you come across will have an effect on other kinds of marketing you use. Consider business card printing as a very nice example of this.
Quite often business cards are handed out after I have spoken with someone, which means it would be after someone was trying as hard as they could to push that sale on me.
Two different paths will occur. The first is the one where you push the sale. Maybe you end up getting one, and maybe you end up walking away with nothing, but odds are good you gave your business card to the person.
That business card has been tainted by your actions. Even if they bought something they are not necessarily going to be pleased with how things went, and so what is even the point of them having the card if they would not use it?
Or instead you handle things different, focusing on the customer’s needs rather than forcing anything on them. Now your business card printing is going to be twice as effective because you have improved your cards image simply by being friendly to a person. Sure, they might not buy something right then, but you will be in a good position to get a sale from them down the line.
In one instance you are sacrificing long term sales for an immediate one, and on the other hand you are setting up a future, loyal customers by taking the person’s concerns under consideration.
Do not ruin your business in the long haul because you are not patient enough to understand that true marketing takes time.
Source: http://www.ArticlePros.com/author.php?Janice Jenkins
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