New Media Vs. Old Media - Part 2

September 5, 2012

Interview with Dan Kennedy, author of the book No B.S.Trust-Based Marketing: The Ultimate Guide to Creating Trust in an Understandably UN-Trusting World

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Mike Carruthers:
The very best way for organizations to sell people on their products and services has never changed.

Dan Kennedy:
We want people to feel like they are finding us coming our way of their initiative rather than feeling like they are being hunted down being hit over the head with a club.
 

Dan Kennedy, author of the book No B.S.Trust-Based Marketing, says people don’t like being sold by a salesman and they have a way to identify a salesman when they see one.

Which is generally as scary to them as a bear in the woods, they have a way to identify an expert and we want to be careful to present ourselves in ways that allow them to identify us favorably. So for example salespeople have brochures experts have books. If you want to offer something free you don’t want to offer a brochure you want to offer a book.

Dan consults a group of high end financial advisors.

And when they all came to the first meeting the first page of their fancy pants brochure has all the awards they’ve won, top producer of the month and my comment was that’s the last thing you want to show to a client. Not only does it identify you as a salesman it identifies you as a good salesman. I mean if I go to buy a car I want to go into the cubicle where the car salesman has nothing up there but his bowling trophy. If he’s got 20 salesman of the month awards on the wall I know I’m toast I might as well hand him a blank check and let him pick out the car – I’m no match for him.