Are You Rowing Backwards?

By
Mortgage and Lending with Primary Residential Mortgage, Inc.
Marketing is like rowing a boat.  When you know how to row properly, the pointed bow moves smoothly forward through the water encountering the least amount of resistance.

Rowing backwards, the square stern of the boat pushes against the water, requiring more effort and increases the risk of having a wave come over the transom (back) and swamping it.  Yet most people market backwards, trying to grow their business while pushing against the greatest level of resistance.

Wouldn't you like to market your business so that it moved easily forward?

What's the first thing most people do to increase sales of their products, services?  They put together a description of their credentials.  Then they pick up the phone, run an ad campaign, send out a brochure and/or build a web site and ask people to buy from them.
 
Do you know anyone who has used this approach?

Have you tried it yourself?

Were you happy with the number of new clients and customers you attracted?

It's a common misconception that the fastest way to attract more clients and customers is to focus on asking people to buy.  It looks like the obvious route, but in most cases it generates only a trickle of new clients for small business owners.  It can work if you're a large company with millions of dollars to spend building your brand.  Why doesn't this selling approach work for service professionals and small business owners?

A sale is the end point or one of the way points in your relationship with a client.  Before they are ready to give you their money prospects need to be confident that you have what they want, and they trust your product or service will deliver on your promises.

When you lead with a focus on selling and your credentials you run into high levels of resistance.  It is like trying to row a boat backwards.

Marketing is about building relationships, one by one.  Start by focusing on what your prospect wants, not on yourself.

Think about it.  When you pick up the phone or encounter a friend, what's one of the first things you say?  Do you launch into a monologue about yourself?  Most people usually start the conversation with a friendly question or two and then find a topic of mutual interest.  If you have information your friend is interested in, you share it.

I often speak with people who say they hate marketing.  Why?  Trying to convince people to buy feels pushy.

An alternative that is more effective - and more fun - is to focus instead on giving people what they want.  Get your prospect's attention by leading with a question or statement that succinctly gets them thinking about how you can solve a "problem" they are experiencing.  This is your marketing message or elevator speech, not your sales pitch.  Once you have their interest, give them something they want in order to prompt them to contact you.  This could be a short report or article.

Does your marketing approach give people what they want?  Does it help start a conversation and a relationship?

Once a prospect gives you their contact information, go to work and make good on their trust by showing an interest in their needs and giving them a steady stream of useful tips.  The more you give your prospects, the stronger your relationship will be.

Rowing a boat backwards is hard work and won't get you very far.  There is just too much resistance.  To attract more clients and grow your business stop marketing backwards and pushing against high levels of resistance. Give your prospects what they want, build relationships and you'll find more prospects buying the solutions you provide.

Just thought you should know.

Have a profitable day!

Steven

Comments (4)

Carolyn Shipp
Source 1 Real Estate - Mineral Wells, TX
Mineral Wells Texas Real Estate
Thank you for a great post.  I am new to the selling side of real estate and I look for any and all suggestions for marketing and making yourself more successful.  I've never been on the advertising and marketing side, so your information is a very big help!
Jul 15, 2007 04:01 AM
Jason Sardi
Auto & Home & Life Insurance throughout North Carolina - Charlotte, NC
Your Agent for Life
Steven - It is a shame, a damn shame....
Jul 17, 2007 04:41 PM
Julie Chapman
Julie Chapman Broker - Ormond Beach, FL
Daytona Beach Shores, Florida
Great post.  Thanks......
Oct 13, 2007 12:33 AM
Dick Betts
TOUCHSTONE REAL ESTATE - The Villages, FL
REALTOR® The Villages, Florida

If you live within 3 hours of Harrisburg, PA and want 2 full days of Mobile Technology Training and Web Presence then do we have an event for you!  The dates are April 17th and 18th, Central Penn MLS in Enola, a suburb of Harrisburg has hired me to present a full 2 day event.  Word of mouth has agents from 2 hours away already signing up for the classes and we are about to launch a major advertising campaign so you better sign up early.  If you have any questions on what will be covered I have a link below on the class schedule.

Smartphone users, feel like your Smartphone is smarter then you?  Do you want to work Smarter not Harder?  This 13 hour training event will help you get a handle on your Smartphone and teach you how to work smarter.  We will be doing 9 hours of hands on so bring your chargers!

If you don't currently own a Smartphone but know you need one, then ATTEND!  Normally 25% of my classes are agents thinking about buying a phone and I am there to help you decide what is best for you and where the best deals are.

Here's a link for more info;

http://www.dickbetts.com/harrisburg.html

Apr 01, 2008 03:02 AM