Sunday, 27 January 2013

Business Jazz – 27th January 2013 – How to Sell by Turning People Away

Selling is a mind game – much of it is psychology. Very often, we experience the bad side of it. Think Glengarry Glen Ross. We've all been on the receiving end of those tactics. It is selling as an adversarial pursuit of of someone else's purse.

Nobody, except the vulture-like salesperson, enjoys that experience. Ultimately, it benefits nobody. Not even the salesperson. In the long run, they lose our trust. Trust is the key that unlocks our purses. Without it, the lock stays firmly shut.

In this episode Paul and Roger discuss an email by Chris Brogan that starts with a declaration of intent. It intends to promote something that Chris hopes the receiver will buy. However, he advises strongly in the first paragraph that if you don't want to be bothered by a sales pitch, you should set the email aside. He doesn't want to waste your time or impose upon you. He recognizes that the recipient of the email will buy from him when they are good and ready. And when they do, the sales process will be smooth and, importantly, enjoyable.

A smooth and enjoyable sales process (or purchasing process, if you look at it from the buyer's side) is one of the things that makes a business genuinely attractive.

You can listen to this week's podcast using the player at the top of the post or download it directly here: Business Jazz – 27th January 2012.

We're also in iTunes. We'd love it if you subscribed or left some feedback.

Don't Buy From Chris Brogan

If you'd like to have the opportunity to not buy from Chris, you can subscribe to his emails (the ones we discuss here), on his website.

If you're interested in The Impact Equation, the book he recently published with Julien Smith, you can find it on Amazon US and Amazon UK (these aren't affiliate links, by the way).

Business Jazz Players

This podcast is a collaboration of people dotted around the world. Most of us have never met each other. It's quite a story and it's still evolving. 
If you'd like to read what's happened so far, you'll find it here: Our Story.


Would you like to hear more? Immediately after each recording of the podcast proper, Paul gets out his iPhone and we record an Audioboo with additional thoughts.

This week's hasn't made it to air, but you can listen to Paul's thoughts on his way to Blackrock Castle for the recording:

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