Sometimes we make marketing and selling more difficult than it really is. According to the long-time consulting guru, David Maister, marketing and selling are about having conversations.
Here is an excerpt from his book, Strategy and the Fat Smoker:
Marketing (and/or selling) begins to work when a conversation moves away from being a role-to-role exchange of capabilities, contracts, and costs and becomes a person-to-person interactive dialogue about ideas, beliefs, and perspectives. Only then can it build the chemistry, confidence, and commitment that lead to new revenues.
Imagine a dinner party conversation. What makes a good conversationalist in such a setting? He or she:
- Has a fresh point of view, but does not try to thrust it upon everyone else
- Speaks politely and respectfully
- Tells good stories to illustrate key points
- Is good at drawing other people’s views out and drawing them into the conversation
- Speaks intelligently on a variety of subjects, but is not afraid to admit areas of ignorance
- Avoids trotting out well-worn arguments or cliches.
- Listens with genuine interest
- Is light-hearted in style, but always respectful of others’ views
All of these conversational skills also apply to effective marketing and selling.