Stop Selling, Start Serving

Guest post by: Jeff Ogden
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Making a Marketing Reality Check - By Jeff Ogden

A social media software firm I'll call Socks Social (not their real name) once wrote a guest post for this blog. But this is not about that guest post - it's about a blown opportunity by using self-serving language. (Jill Konrath of SNAP Selling also talks a lot about self-serving language. Check out this post - Are You Losing Your Prospects at Hello?) Not listening

A man from this firm send me a nice Christmas greeting. I know them, so I wrote back to thank him. Then he responded:

"Thanks Jeff. Let me know if you want to chat in the new year about Socks Social."

Excuse me? Why would I want to subject myself to your sales pitch? Am I to guess at the potential value to me and my business?

What if he had instead wrote?

"Thanks, Jeff. Let me know if in the new year you'd like to chat about Find New Customers, your goals for the new year and to see if Social Social might help you."

I'd probably accept that meeting. But I'm not taking a meeting to discuss your company.

I urge you to take a close look at the language your salespeople are using. Is it self-serving like this or buyer oriented?

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Free PDF Download
Making a Marketing Reality Check - By Jeff Ogden

About the Author: Jeff Ogden

RSS for Jeff's articles - Visit Jeff's website
Global leader for General Electric for The Pedowitz Group. Also the host of the B2B marketing show, Marketing Made Simple TV. We help companies rapidly grow revenue by transforming the ways they attract, engage and win new customers.

With 8 out of 10 companies saying the lack of quality sales leads is their biggest problem, they need help. SiriusDecisions also found that fewer than 1 out of 10 companies that implement lead management software went beyond the basics. They need help.

We help companies implement world class lead generation programs. Companies need quality sales leads, so they need sales lead generation programs including social media marketing. They need to implement lead nurturing programs. We are considered one of the best leads generation companies in business today.
Click here to visit Jeff's website.

More from Jeff Ogden
How to Find New Customers
7 Keys to Lead Nurturing
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