The secret of the open and shameless sale

Website design By BotEap.comMany people seem apprehensive about selling their products and services. Not all, some are natural, others have had practice. But when the time comes, even many sellers are hesitant to push the sale.

Website design By BotEap.comI think this hits entrepreneurs of all kinds.

Website design By BotEap.comThey are clear about what they offer.

Website design By BotEap.comThey believe in what they do.

Website design By BotEap.comStill, when that time comes, they don’t ask for the sale. They expect the prospect to make that leap for them.

Website design By BotEap.comThis is also seen with digital marketing. An avalanche of useful content (emails, videos, articles, you name it) without even trying to sell.

Website design By BotEap.comAsk anyone who does this why and they’ll give you a reasonable answer:

Website design By BotEap.comI want to offer value.

Website design By BotEap.comI don’t want to come across as salesy, corporate, or greedy.

Website design By BotEap.comIt will drive away prospects.

Website design By BotEap.comRight now, I’m focused on building the relationship.

Website design By BotEap.comSounds reasonable, right?

Website design By BotEap.comExcept it’s rarely the real reason.

Website design By BotEap.comThe reason is that it is more comfortable to say a lot without asking for the sale.

Website design By BotEap.comTo write emails with intriguing topics, attractive bodies but no call to action.

Website design By BotEap.comAnd then someone comes up with a plausible excuse: “Not asking for the sale builds the relationship!” – and people line up.

Website design By BotEap.comWhether it’s true or not.

Website design By BotEap.comWell, I guess it builds a relationship. But what kind of relationship do you want?

Website design By BotEap.comDo you want to be seen as an enthusiastic hobbyist or a professional?

Website design By BotEap.comA curiosity, or someone who can solve problems?

Website design By BotEap.comA leader in his field or a child in need?

Website design By BotEap.comProfessionals sell things while building the relationship. Each reinforces the other. You do not believe me? Think of how often people joke that Apple is a modern cult. Their fans love their products, they love them.

Website design By BotEap.comAnd, well, Apple knows how to ask for the sale…

Website design By BotEap.comAnd they also know how to build a relationship of admiration, maybe even loyalty.

Website design By BotEap.comIs that something you want for your business? Instead of customers, do you have a loyal following?

Website design By BotEap.comWhat would that do for its impact on the world, let alone its bottom line?

Website design By BotEap.comThe best email marketers do this. The people on your list look forward to your emails. There are some email captions that I eagerly devour the moment they cross my inbox.

Website design By BotEap.comIt’s not hard to tell the difference between them and all the other spammers:

Website design By BotEap.comLegends are entertaining.

Website design By BotEap.comHis personality shines so brightly it’s deafening. Yes, I know I mixed metaphors there and I stand by it. They are deafeningly bright.

Website design By BotEap.comThey offer enough value to allow you to justify reading them. Sure, they’re fun… but it’s educational fun, see?

Website design By BotEap.comAnd then they ask for the sale.

Website design By BotEap.comUsually a literal sale – click this link and buy this thing.

Website design By BotEap.comSometimes the call to action is something else, like completing this survey. But usually it’s to take money from their readers and line their own pockets with it.

Website design By BotEap.comBecause that’s what professionals do, no matter the industry.

Website design By BotEap.com(You can’t help anyone if you close the store.)