A friend and I were meeting up the other week for a coffee. He was travelling from the US on business and usually we only get to chat to each other over Skype so it was good to meet up for a change. Anyway while we where discussing things, we got onto the subject of “Attraction Marketing”.
He works in the Search Engine Optimization world. That’s right, he sells SEO. If you own a business I bet you hate him because the constant barrage of phone calls / emails can be overwhelming. But you know you need him.
The first few months of selling SEO he found to be very challenging. Most hung up on him, threw him out or were just plain mean to him. Being in sales at first was really hard for him, and he had to figure out how to overcome this rejection. A colleague had given him a book in which he started to read about Attraction Marketing.
What is Attraction Marketing you may ask? Attraction Marketing is using marketing techniques to deliver a message to the consumer of what you offer, and how it will benefit them before they purchase it. He first asked himself the question of how he could get people to call him and ask about SEO, instead of him calling and selling to them. The question was daunting. To make Attraction Marketing work you need to think outside the box. What would make anyone want to call and ask about SEO? The answer was clear; he would offer his services to the Chamber of Commerce Small Business Development centre as an SEO “expert” and work as a consultant. Then, people would come to HIM and ask for advice. Well, it worked! The Chamber of Commerce went out and found small and medium businesses that needed a trusted source to give them information about SEO for their business. The Chamber would pay him $50 an hour to consult with each business for three hours. The catch was he wasn’t allowed to “pitch” his company while he was consulting, unless it was after the three hours.
However, when a business owner had spent three hours with him explaining their business, increasing his trust and learning about SEO in a non aggressive manner, his close rate on these sessions became 100 percent. That’s right, he was genius, too good to be true. He got paid to generate leads and close sales twice. Once by his company and once by the Chamber of Commerce. He had figured out how to sell SEO using Attraction Marketing techniques. He was successfully able to show these businesses the advantages of SEO and how it would affect their business and they were hanging on every word and taking notes! This was new to him, this had NEVER happened in a sales pitch. Not only had he figured out a way to market his product, but he was also able to teach small and medium businesses the power of SEO. In the process, he was able to teach himself the power of Attraction Marketing.
The Attraction Marketing Techniques will save you many hours of wasted time through traditional marketing. When deciding how to market your product and services just think, “what would I want?” It sounds silly, but you are a consumer as well, and if you are reading this you probably care more than most and have put more thought into what a consumer wants.
