September 6, 2015

Self-Promotion Part 2

Last week we discussed the topic of Self-Promotion, that action plan where we proclaim to everyone how wonderful we are, how great our business is, how much we do, and how everyone must do business with us because we are so great. We also discussed that perhaps that option is not the best plan that we can follow.

How well does a policy of Self-Promotion work? How effective is this policy of telling everyone how great we are? Does this philosophy actually work for us? Does our Self-Promotion result in successful sales numbers, and does it recruit loyal customers who bring others into our customer ranks?

Many businesses look for instant, one-sale customers who purchase something from us and never buy again. These customers may not believe that they were well served nor will they refer others to us based on their feelings about their experience. One-sale customers are looking for quick solutions to their problems without any concern for the future relationship with us, and we don’t offer them anything past the sale.

Others seek connections with prospects who will become long-term clients. These are not instant customers, but are looking for solutions to their needs over time. These clients are repeat customers, buying over and over, because we build relationships. These clients will bring referrals into our businesses, based on their experience as networking partners and our great client service.

Customers are the people who get any seat available in a restaurant, often by the kitchen. Clients are those customers who get the seat they prefer, often by the window with a view, without asking for it. They have a preferred wait person who may offer suggestions based on past experience and usually do not need a menu. The customer needs to review the menu and will get whatever they order without any helpful input.

How can we turn customers into clients? How can we change the mindset of the one-time customer into the long-term client who refers others to us and helps everyone succeed? What type of marketing can we practice that will build relationships and make us partners with others, even if they are not our customers? Can we have partners when we are not customers of the other person involved?

Start by stopping the “sell” cycle. Stop trying to “sell” or “close” everyone we meet. Build relationships by discovering what the other person needs. How do we do this? Try asking them how they reached the present point in their business. Just find out what makes them what they are in their business, and what they are trying to do. If we don’t understand their business, how can we refer others to them?

Gratitude Marketing means that we show others that we believe in appreciating their participation in our business’s success. If they are clients, we must show our gratitude for their business. If they are not clients, but refer business to us, we must be grateful for their efforts in that portion of our success. Our partners must know, through our efforts, that we are grateful and appreciative for their partnership.

Do we spend our days “selling” or “closing” others, or do we build partnerships with people who know that we appreciate them? Which are better, lasting partners or one-time customers? Gratitude Marketing always beats Self-Promotion. Please leave me your comments, or email me at, or call me at 360-314-8691.

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