Marketing the Real You
By C.J. Hayden
I often wonder how the practice began
of pretending to be someone else in order
to market your business. You know what
I'm talking about -- it's the marketing face, the selling voice, that you often put on in
order to attend a networking event or make a sales call. Who taught you to do that?
I have a suspicion where we learn this behavior. Most of us spend a lifetime
observing showroom salespeople, product spokespersons in the media, and
hucksters on street corners. What we see demonstrated there is artificial enthusiasm,
manipulative use of language, feigned interest, and in some cases outright deception.
Sounds awful, doesn't it? So why copy any part of this distasteful way of selling?
Psychologist Abraham Maslow said, "If all you have is a hammer, everything looks
like a nail." Perhaps we believe this is the only way we can sell because it's the only
way we know. I'm not accusing anyone of consciously deceiving prospective clients.
What I'm suggesting is that what we do unconsciously and automatically is to
behave inauthentically around them.
Intuitively, many of us feel as if something is wrong with this way of operating.
When we have to sell ourselves, we find it unpleasant, disagreeable, even repulsive.
But what if all those negative feelings were simply because we hate the artificiality
and manipulation we think must be a part of selling?
Imagine what it would be like to go to a business networking event as yourself. No
facade, no pretension, just plain you. When someone asks your reason for coming,
you tell them the truth. You don't have to claim you wanted to hear the speaker (if
you didn't). You can come right out and say, "I'm hoping to make some contacts that
will lead to business for me."
You wouldn't have to invent reasons to start a conversation. You can walk up to
someone who looks interesting and say, "Hi, I haven't met you yet." If you're shy
around strangers, you can tell the first person you meet, "I'm sort of a wallflower and
feel awkward at events like this. Could you introduce me to some folks?"
Now imagine placing a follow-up call to a prospect where you are completely
honest. You could say, "I have some days open on my calendar soon and I'm
wondering if this would be a good time for that project we've been discussing." Or,
"We haven't talked in a while and I'd like to find out if you're still planning to start
the new training program this year."
I see so many professionals and consultants struggle with trying to find an "excuse"
to call a prospect. You don't need some manufactured excuse. You know the reason
you're calling. Most of the time THEY know the reason you're calling. Just say what
it is.
Let's extend this same principle to making a cold call. Instead of stumbling around
awkwardly trying to make a polished -- but unnatural -- sales approach, imagine
yourself saying, "I'm not much of a salesperson, but I'm really good at what I do. Can
we have a conversation about what you need and see if I'm the right person for the
job?"
If you've been working from a cold-calling script that makes you flush and get a tight
throat every time you read it, throw it out. Come up with one really good opening
line that feels authentic and gets directly to the point. Then decide how you will
answer -- honestly -- some of the typical questions prospects ask you. My bet is that
your calls will immediately get easier.
In fact, the more you become honest, direct, and authentic in all of your marketing,
the more appealing selling will be to you, the more effortless it will become, and the
more success you will ultimately achieve. Because most business results from
building relationships, and how can you develop a relationship with someone when
you never reveal who you really are?
About the author: C.J. Hayden is the author of Get Clients Now!™ Thousands of
business owners and independent professionals have used her simple sales and
marketing system to double or triple their income. Get a free copy of "Five Secrets to
Finding All the Clients You'll Ever Need" at Get Clients Now.
By C.J. Hayden
I often wonder how the practice began
of pretending to be someone else in order
to market your business. You know what
I'm talking about -- it's the marketing face, the selling voice, that you often put on in
order to attend a networking event or make a sales call. Who taught you to do that?
I have a suspicion where we learn this behavior. Most of us spend a lifetime
observing showroom salespeople, product spokespersons in the media, and
hucksters on street corners. What we see demonstrated there is artificial enthusiasm,
manipulative use of language, feigned interest, and in some cases outright deception.
Sounds awful, doesn't it? So why copy any part of this distasteful way of selling?
Psychologist Abraham Maslow said, "If all you have is a hammer, everything looks
like a nail." Perhaps we believe this is the only way we can sell because it's the only
way we know. I'm not accusing anyone of consciously deceiving prospective clients.
What I'm suggesting is that what we do unconsciously and automatically is to
behave inauthentically around them.
Intuitively, many of us feel as if something is wrong with this way of operating.
When we have to sell ourselves, we find it unpleasant, disagreeable, even repulsive.
But what if all those negative feelings were simply because we hate the artificiality
and manipulation we think must be a part of selling?
Imagine what it would be like to go to a business networking event as yourself. No
facade, no pretension, just plain you. When someone asks your reason for coming,
you tell them the truth. You don't have to claim you wanted to hear the speaker (if
you didn't). You can come right out and say, "I'm hoping to make some contacts that
will lead to business for me."
You wouldn't have to invent reasons to start a conversation. You can walk up to
someone who looks interesting and say, "Hi, I haven't met you yet." If you're shy
around strangers, you can tell the first person you meet, "I'm sort of a wallflower and
feel awkward at events like this. Could you introduce me to some folks?"
Now imagine placing a follow-up call to a prospect where you are completely
honest. You could say, "I have some days open on my calendar soon and I'm
wondering if this would be a good time for that project we've been discussing." Or,
"We haven't talked in a while and I'd like to find out if you're still planning to start
the new training program this year."
I see so many professionals and consultants struggle with trying to find an "excuse"
to call a prospect. You don't need some manufactured excuse. You know the reason
you're calling. Most of the time THEY know the reason you're calling. Just say what
it is.
Let's extend this same principle to making a cold call. Instead of stumbling around
awkwardly trying to make a polished -- but unnatural -- sales approach, imagine
yourself saying, "I'm not much of a salesperson, but I'm really good at what I do. Can
we have a conversation about what you need and see if I'm the right person for the
job?"
If you've been working from a cold-calling script that makes you flush and get a tight
throat every time you read it, throw it out. Come up with one really good opening
line that feels authentic and gets directly to the point. Then decide how you will
answer -- honestly -- some of the typical questions prospects ask you. My bet is that
your calls will immediately get easier.
In fact, the more you become honest, direct, and authentic in all of your marketing,
the more appealing selling will be to you, the more effortless it will become, and the
more success you will ultimately achieve. Because most business results from
building relationships, and how can you develop a relationship with someone when
you never reveal who you really are?
About the author: C.J. Hayden is the author of Get Clients Now!™ Thousands of
business owners and independent professionals have used her simple sales and
marketing system to double or triple their income. Get a free copy of "Five Secrets to
Finding All the Clients You'll Ever Need" at Get Clients Now.
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