To Go Where Your VisionPoints, a few inspiration points for you and your business.
In the modern world of business, it is useless to be a creative original thinker unless you can also sell what you create. Management cannot be expected to recognize a good idea unless it is presented to them by a good salesman.
—David M. Ogilvy
There’s no room for sissies in business —if you want your business to grow.
Your message has got to be strong. Neither management nor customers will see how great your idea is unless you can present it as rocking-awesome. But wait, there’s more…
I had a chance to write a guest post at Copyblogger yesterday, talking about making your message more than strong—your message has got to be enchanting, to the right people, to help you drive sales. (If you haven’t read it, I’d love it if you’d click away for a minute to check it out!)
In that post I used the example of Guy Kawasaki, former Apple chief evangelist, current venture capitalist, author, and speaker—but not an overnight success at all, just a creative, original thinker and a good salesman—to show, in just a few steps, how you can strengthen your message with a little of your own enchanting magic.
Strong, enchanting message? Sure. But selling that message? Ay-yi! Sales, more than any other aspect of growing your business, is not for the faint of heart. “Selling” frankly scares some people to death.
Though they want their business to succeed, they hope that anything at all except being a salesman will make it succeed. And nothing will.
So one more little “secret” from Guy Kawasaki’s CV today: Re-name the thing that scares you. (A rose by any other name really will smell as sweet.)
Don’t think of it as “sales” anymore. Instead, be your company’s Chief Evangelist.
Try it for the next week:
Don’t try to sell anyone anything. Just tell ‘em why you love it. Why you believe in it. Why you invest your blood, sweat, and your 75-hours-a-week in it. Tell ‘em about the results Mrs. Jones got, and how her thank-you made your day.
In the modern world of business, even Mr. Ogilvy might agree—hard sales tactics have less and less power. But enthusing about what a great help your company has been, and how proud you are of the work you can do for folks? Glowing about the solutions you provide… the reasons why you (and your customers) go home happy?
That’s called being real. And these days, that’s Maximum (Selling) Experience.
And you didn’t even have to say the word.
Grow and be well,