Adamson Advisory

Conversations

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.

Be Sociable, Share!

You can follow any responses to this entry through the RSS feed. You can leave a response, or trackback from your own site.

Leave a reply

Your email address will not be published. Required fields are marked *

*