The Mark of Great Salesmanship

Two for one peso
Image by lrargerich

Have you listened to someone defend that they are selling? How pathetic is that? It’s not that they are wrong, the entire economy moves on financial transactions, for profit and not. We are all salespeople at some point in our lives, even if we’re trying to get a job. What’s pathetic is that their defense deflects the real issue, which is shoddy sales skills.

The mark of a great salesman is simply that they don’t make you feel sold to; rather, the transaction is so natural it seems like an obvious action. You feel good about buying, because you needed or wanted the product or service. Opening your wallet was easy!

When a real salesperson hears an objection, they listen, ask questions, and try to meet their customer’s needs. If they can’t, they refer them somewhere else. To them a relationship between buyer and seller is built on trust and value. Salespeople foster that rather than simply garner transactions.

What they don’t do is defend themselves, or when their call to action is questioned, go into a hard sell. In essence, this is forcing the sale, the terrain of used car salesmen.

There is nothing wrong with asking. A great call to action is a specific ask. But when you get no, then keep asking, and people start complaining, pay attention. It has nothing to do with sales, per say. It has everything to do with the salesmanship. Don’t be a sales puke.

What do you think about salesmanship?

The Genesis of a Comeback: Calls to Action

Zoetica is engaged in the evaluation of the Case Foundation’s second America’s Giving Challenge. The first case study features Darius Goes West, a nonprofit fighting the fatal genetic disease, Duchenne Muscular Dystrophy (DMD). Perhaps the most compelling part of Darius Goes West’s story is their America’s Giving Challenge comeback, as they were losing in the Challenge.

Darius Goes West — originally started as an award winning movie – but lives on as a nonprofit online. Per the above video the nonprofit was faring well in the Challenge, but was not placing in the top ten, and would not win a prize. The organization rallied its significant supporter base using videos and its Facebook community.

But it goes beyond passion, and this is the genesis of the comeback in my mind. Darius West deployed great calls to action in its out-bound communications. People feel passion, but when they are given something to do with that emotion, well, look out. Things happen, including comebacks.

Calls to action that I liked in the Darius Goes West Campaign:

It’s clear that while not a “professional” marketing effort, Darius West gets basic marketing principles. Beyond the stellar, simple calls-to-action, the campaign was integrated across media channels, allowing for maximum success. Good cause + passionate fans + smart marketing = one America’s Giving Challenge comeback.

You can read the whole case study here.