Monday, May 22, 2006

ArticleBlaster Marketing Without Selling


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Please consider this free-reprint article written by:
David Weeks

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Article Title: Marketing Without Selling
Author: David Weeks
Word Count: 864
Article URL: http://www.isnare.com/?aid=53718&ca=Marketing
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================== ARTICLE START ==================
I remember back in the mid 90s when I was "in between" jobs, in
debt and broke. My "in between" job status at that time for a
period of about one year was a car salesman. Now, I know what
your thinking. Why? My answer.....hmmmmmmmm. Anyhow, it
happened and as it turned out, it became quite a learning
experience. What I experienced as a car salesman in my very
brief career by choice, was rather disturbing. This is by no
means an article on selling cars. This is what salesmanship is
and is not.

So I was in the car business, and was virtually taught the
wrong way to be a salesman or salesperson. When it comes to
shopping for a car, overall it becomes somewhat a rather
unpleasant experience for all parties involved. Here is a
typical day in the car business: You wake up in the morning to
put on the shirt and tie for the day in the middle of July in
Florida. Its about one hundred degrees with humidity. You get
in the car and drive to work asking yourself, why......why.....
because you know there is going to be an unpleasant experience
waiting somewhere around the corner.You arrive at work and find
yourself getting ready for the morning "meeting abuse" which
always ends up that we are terrible salesman and we need to
sell cars! Really? We need to sell cars? Ok. So, after the
meeting we all leave the room with bruises and bumps and we are
ready to practice the art of being a salesman.

For those of you who do not know, when a person arrives on the
lot to car shop, he is referred to as an "up" in the car
business. Usually, all of the salespeople are lined up outside
like vultures waiting for an "up" so we can swoop in and turn
on the really lame salesman charm. Now, at this point, you meet
the customer. "Hi, my name is Dave" (smile). Then, the customer
replies, "Were just looking". Of course they are just looking.
Not by the time I get through with you. By the time we get
through with you, you might be running out the door and never
look back.

So, Im following the "We are just looking" people around the
lot because if I don't, I will get yelled at by the powers that
be. The potential customers that I am with do not want me near
them at all at this point.And with good reason. Car shopping
and or buying is the equivalent of going to the dentist. It can
be a painful experience.

Now I am asking the nice folks on the lot all types of
questions, trying to create trust and learning something about
them that will help me sell to them. This is an ok method for
the car business, because this is the way it has been taught.
Now the problem from the "get go", is that most customers back
then were the old school. To them, car buying was rolling up
your sleeves and get ready to do battle. That's really not the
way I want to make a living, but that's what it was.

So, what do you really have from this? You have uninformed
people at all angles. First of all, customers come onto the lot
thinking their "trade-in" is worth a fortune. And to there
surprise, it's not. They did not do their own research on their
"trade-in". Second, they don't know what they want. They want to
spend no money on a car they can not afford to begin with.
Again, they did not do their research.

Now, another problem. As a salesman, if you are going to make
it in the business of selling anything, you have to rise above
everyone else and figure out a strategy that is going to
attract people to you automatically without being annoying and
pushy from the start. I noticed that most of the salesman on
the lot were not doing anything but waiting for something to
happen, and unfortunately I was one of them. Because I didn't
know either.

Now, when I could not close someone, here comes the sales
manager thinking he's the be all to end all and that the
"hammer them" into the car technique is going to work. You see
the philosophy behind most selling in the car business, as an
example ,is if they leave here without buying from us, they
will never buy from us.Well, maybe your right. But let's not
forget. In the world of sales, let the salespeople do their job
by giving there potential customers all of the information they
need to make a well informed decision. And if they don't buy
today, let them remember you and your salesmanship and whatever
great strategy you came up with for them to make the buying
process easier. Believe me, after they have been everywhere
else, they will remember you.The "in your face" approach does
not work anymore.

(c)Copyright 2006.All Rights Reserved


About The Author: David Weeks writes articles on marketing,
personal finance, and network marketing. He also has a free
course on network marketing "The 5 Phases Of Network Marketing"
located at http://www.the5phasesofnetworkmarketing.com

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