We can learn the concept of Inbound Marketing using the analogy of flyer distribution.
What would you do when someone approaches you on the streets with a flyer? (ok… maybe not as scary looking as this photo… 😅)
Common response: Turn away/Take (out of pity) and throw in the next available bin.
That is also how people will respond when we thrust our product/sales message unto them unannounced.
What if, there was a signage saying McD is giving away free burgers and you see someone wearing McD uniform giving out flyers?
Do you agree that the likelihood of us voluntarily asking for a flyer is much higher?
Two important lessons:
- We need to prime our prospects so that they will want what we offer.
- We need to ensure that there is consistent branding/design key visuals so that prospects can connect the priming to our offer (Doesn’t work if the one distributing flyers in scenario 2 is just a random guy).
After learning recently from sales expert Joshua Chua, I realized that approaching random people on the street can also be a great analogy for the Approach of Sales Prospecting.
Today, I was approached by someone (A) on the street:
A: Excuse me, have you heard of XYZ (a VWO)?
Me: shakes head and moves quickly away…
A: Wait… before you fly away, can I tell you about (their services)?
Me: apologizes and moves away in double quick time… (felt quite mean… but I really needed a coffee…😛)
What’s wrong with that approach? How can it be done better?
Well, the approach “Have you heard of…” is doomed for failure. If my answer is Yes, then it gives me the excuse to “retreat”. If my answer is No, then I am likely to retreat based on the psychology established above.
At the heart of the issue, the approach was done from the company’s stand point. Have you heard of US? Can I tell you about US?… When approaching prospects, it is never US but THEM.
Contrast with an experience during my recent trip in Warsaw:
A: Hi! I’ve been looking for you!
Me: Huh?
A: I’ve been looking for a superhero…
Me: Me?
A: You see, I’m helping this (cause/beneficiary) and she needs a superhero to help (objective of the cause) and I think you can help…
I donated. Granted, not all will. In fact some may reject at the first approach and say “wrong person…” 😅
However, the difference is:
- The initial approach did not require a yes or a no response, thereby reducing chances of rejection.
- The focus is on me and not them. Even in soliciting donations, it was about how I can be a superhero to a little girl in need.
This was first posted on Facebook
