5 Tips on How Not To Sell

Written By Bruce Nunn

This morning I attended a meeting where a group of marketers were discussing their approaches to engage potential leads on LinkedIn. One marketer shared her messaging, which to our surprise was blatantly salesy. When asked why she included such an obvious sales pitch in her messaging, she said, “my boss insisted”.

Rule #1 on how to sell without selling – Don’t let the CEO control the messaging.

I am not advocating to “not sell”. However, when it comes to lead generation and social media marketing, the hard sell does not work. Most humans have a natural aversion to being solicited, and a distrust of sales people. The exception to this is when the prospect initiates the sales discussion.

Today’s marketing approach prioritizes problem-solving, trust-building, and providing genuine, quantifiable value. When it comes to generating leads and crafting effective messaging, it is advisable not to sell.

Here are a few more tips on how generate interest and sell without selling:

2. Serve, Don't Sell

  • Focus on solving customer problems

  • Explain the benefits rather than the features

  • Provide helpful content that demonstrates that you are a subject matter expert or a thought-leader in your business category

3. Build Trust and Credibility

  • Demonstrate expertise through insights and case studies

  • Use social proof like testimonials and reviews

  • Maintain authenticity, transparency and honesty

4. Audience-Centered Approach

  • Gain a deep understanding your target customers; Learn about their concerns and the things they value

  • Tailor content to specific customer needs

  • Differentiate your product or service; offer a clear alternative to established products in your category

  • Actively listen and incorporate customer feedback

5. Avoid Sales Pitfalls

  • Present promotional content only to leads that have consented to learn more about your products or services

  • Never make claims that you can’t back up with proof

  • Make realistic promises. Set realistic expectations

Successful marketing is about creating genuine connections and providing real value. Your brand is all about creating an extraordinary experience for the customers that value your product or service above the alternatives. From a sales standpoint, it is better to draw them in, demonstrate your value, prove that you can resolve their problem, and establish trust. Your customers will do the selling for you.

Bruce Nunn https://DoggedMarketing.com
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