"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 nauthentically 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?
