Tuesday, October 18, 2005

Moving on... in Your Business Marketing & Pursuit of Justice

Ahem….This may be old news now, but in case you read my previous piece on the Roberts confirmation here’s my follow up. Justice Roberts has been officially confirmed so I suppose congratulations are in order so I’d like to quote this Morgan Heritage song….
“Although the world is always turning, everyday something new we learn…
If your car breaks down in the middle of town, everything is still everything…”

Now let’s move onto the business marketing. Recently on one of the forums I’ve recently discovered someone had posted about difficulty getting serious leads. Another member recommended following up with a “no pressure” call to new leads and then continued follow up under the guise of developing a friendship. The underlying presumption being that people buy from their friends, while I don’t completely disagree the need for follow up is obvious but there is are far more subtle point that need to be addressed for real relationship building. Here was my response (with editing for spelling and a missed punctuation error) to that typical approach to marketing:

You definitely have a point there and that approach can work with some people. But if you have five reps asking to call you every other week plus send you an email on top of the newsletters you already subscribe to and the general daily onslaught of business and personal email...and oh, let's not forget the rest of life.

That can become a bit cumbersome very quickly and with too many people applying the same tactic...Well, it doesn't necessarily result in attracting the most productive recruits or the best customers. Let's face it, if your friend keeps asking you to help them who wouldn't initially give in if it simply meant signing up for their program or buying their product at least once? What then becomes of the friendship under those circumstances? How long will you keep calling if they don't keep reordering or producing sales for you? Does that then mean the key to success would be conditional friendships? Honestly, isn't that more like an associate? For me calling that a friendship is a bit dishonest.

I think advertising and marketing overload have made it a requirement that marketing be thought of in a different context with acceptance of certain (nearly) universal realities. But that's just my opinion.

"Principles for the Development of a Complete Mind: Study the science of art. Study the art of science. Develop your senses - especially learn how to see. Realise that everything connects to everything else."
-Leonardo DaVinci