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Thursday, March 19, 2009

Selling and buying



Blogger Gary Vaynerchuk doesn't need to make cold calls to succeed -- he shows how, by demonstrating how to make a cold call in this video posting.

Most of us, most of the time, don't like to sell or be sold anything. However, most of us like to experience things, to share news (gossip?), and to be entertained. So how do you find new and profitable business, then?

These thoughts run through my mind as (a) I initially turned down but may eventually do business with someone who wanted to pay me for a link on this blog, (b) fellow blogger Seth Holdren posts a fascinating video showing how you can "monetize" your blog, and (c) I thought how Gary Vaynerchuk, giving the advice on monetizing a blog, actually is achieving the objectives of achieving his business objective without selling anything. That is, others are now posting and reviewing, and observing the blog, in an ever-expanding network.

We see these contradictions all the time in business. Most successful contractors, architects and engineers, win most of their business through repeat clients and referrals, even public RFP stuff is often wired in favour of one organization or another.

Going out and selling stuff -- actually phoning people cold, or even simply asking for business, seems unpleasant, to be avoided, and disturbing. If only we could make the clients come to us without doing that sort of thing, we think.

So we are paralyzed with inaction when the phone doesn't ring (except for someone trying to sell us something.) Or we seek to buy the answer through advertising: We pay someone else to send out our message, with the hope that potential clients will call us. We measure our success when this happens.

Our challenge then, is to find a way to market like Gary Vaynerchuk, to reach out -- to actually sell -- in a way that transcends the simple one-on-one selling experience, and gives you leverage so that you can, indeed, get people to call you who hear about you from others, who hear about you.

Solutions?

Publicity
Can you hire a publicist or do you have the knack for getting the media interested in your business. The selling here will be the 'pitch' to the relevant media outlet, or the outrageously innovative idea that you can spread virally.

Blogging (passionately)
That's me. I'm good at this stuff and the blog is reaching higher rankings because of its success.

Hiring someone else to sell for you
Yes, it would be nice to get someone else to make your cold calls, but I think you are unlikely to be successful unless you make some yourself -- you can delegate this work, but you can only do that once you really appreciate what is involved.

Initiating community service and networks (being a leader)
Look what Tim Klabunde is doing in Washington.

3 comments:

Seth Holdren said...

Mark, I feel like we have similar posts today. (Ha, just joshin' you, my friend.) Good content is good content, and this video is the best example of a cold call I've ever seen. If you believe in what you do, and you're up front about it (not stingy, secretive, or miserly with the value you have to offer) Gary shows us you can go far, far, far!

Mark Buckshon said...

Gary shows how to do a cold call creatively. He makes one call, videos it, and then the free publicity spreads through the web (so he doesn't have to make cold calls to find business).
Meanwhile, out there, thousands of dumb salespeople are pounding the pavement/or phone, calling blind. Of course, strategic and thoughtful calling like Gary suggests makes sense, but the art is in the marketing here!

Brendan Aiello said...

Gary,
Very very strong, step by step process of getting advertisers to pay you for space on your blog.

Thank you so much,

Brendan