Can Sales Be Ethical?
March 9, 2011
“People often say that motivation doesn’t last. Well, neither does bathing — that’s why we recommend it daily.”
– Zig Ziglar
Last week I wrote about sales scripts to my business clients and friends, and I got a few questions: “Mark, is that really an ethical way to pursue sales?” Yes, I know that attaching an “automated” process to your marketing can feel a little … icky. It all should be personal, right?
Well, I see everything through the context of using *tools* to build relationships. It’s partly why I write these emails every week … but I also believe it’s one of the most ETHICAL ways to market. And automating the process is simple leverage.
Here’s what I mean. Mark Clark’s “Real World” Business Strategy Ethical Sales — Leveraged They say that we’re all being slammed by over 3,000 marketing messages a day. Some, more than others, of course–but you have to know that your prospective customers are seeing something like that amount. Daily. That’s a lot of messages. And, in order to avoid information overload, many have trained their minds to completely ignore those messages. That’s why you must properly implement a series of steps to *lead* your prospect to becoming a client–effectively AND ethically. Effective, because it actually works.
Ethical, because it’s about delivering ALL of the information needed for a sale decision…and it’s not reliant on “sneaky” sales tactics. And once you *implement* these steps to leading your customer to a sale…you can easily overcome those marketing filters.
Here are the steps:
Step 1- Get to know them. When you know everything there is to know about your prospects, your messages become much more targeted. Which gets your prospect’s attention. And, your prospects will feel as though you truly care about them.
Step 2- Follow up consistently. When you consistently and effectively follow up with your prospects, your message will eventually sink in.
Step 3- Offer your prospect value. Every marketing message out there is an attempt to get your prospects’ money from their wallet. Imagine how you’ll stand out when your message does more than make a pitch. It educates, engages, entertains and/or helps your prospect in some way.
Step 4- Value your prospects. Once your prospect becomes your customer, don’t abandon them. They need the same attention you offered them as a prospect. Offer that same personal attention and they will become a raving fan!
Yes, these are things which I’m consistently emphasizing to my business owner friends. That’s because they work.