Does it seem strange to use the word love when referring to a business relationship? Substitute another word if you prefer — “like,” for example, or “respect.” However you want to express it, the point is to consider how much you care about the people you sell to — their needs, goals, desires, concerns — all the elements of their lives that might be involved in their decision about whether to buy from you.
If you don’t love your prospects, they will know it. We’ve all been sold to by someone who didn’t care about us. The salesperson who pressures us to buy a car with options we don’t need.
Have you ever considered that you could love marketing? That it might be possible to market from a place of love, doing marketing activities that you love, all so you can serve the lovely clients you’re meant to serve?
Love is the answer.
Consider the possibility that the foundation of your marketing is based on something you truly love, something you might be inclined to do even if you didn’t get paid. A message you love sharing, in a way that you love sharing it.
Do you want your clients and prospects to love you? I think most of us self-employed professionals would. When your prospects love you, closing sales is easy. When your clients love you, they keep doing business with you, and refer others to do the same.
Yet the language often used for marketing and sales reveals perspectives that don’t have much to do with love. The path to closing sales is to “overcome objections” or “don’t take no for an answer.” You’re supposed to write “killer copy” to use for a “marketing blitz” or “promotional blasts” so you can “blow away” your “targets.” You should “hone your weapons” so you can “battle for market share,” “fight for sales,” and “smash the competition.” When you succeed, you are “killing it” or “crushing it.”
The fear of hearing those words when marketing your professional services can stop you in your tracks. It’s the response you may most dread hearing when you make a sales pitch: “You? You think I should hire you? Well, who do you think you are?”
In reality, potential clients rarely say anything quite so confronting. Most people are polite and considerate when they decline to do business with you. But the real replies you hear from prospects are often a lesser obstacle to your success than the responses you imagine in advance. The negative reactions you think you might get can prevent you from saying anything at all.
I was talking with a good friend and business colleague over dinner recently about being busy. She has very little free time: busy personal life, plus her business to run, and I the same. We both felt pinched for time and were longing for some space, literally and mentally, from those things that are required just to keep our businesses running on a daily basis. We agreed it seems as if there’s a giant mountain of things that we need to do that can sometimes feel like a heavy weight, and only when that work is complete do we have time to do other things.
Perhaps this sounds familiar: you think about doing marketing, put it on your calendar, call an accountability buddy, tell yourself you got this, and… an hour later you’re watching YouTube videos of fluffy kittens and eating chocolate.
What happened? You did what the experts say to do to keep yourself accountable:
Get a buddy – check
Put it on the calendar – check
Give yourself a pep talk – check