How To Succeed In Marketing… And Anything Else

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How To Succeed In Marketing… and Anything Else businesscopywritingmarketingadvertising salesclaude hopkinsmarketingprinciples of salesmanshipsuccesses and failures

Education is not the filling of a bucket, but the lighting of a fire. W.B.Yeats

Education is not the filling of a bucket, but the lighting of a fire. W.B.Yeats

In the early 90s, when I first entered sales work, I was sent on a course – a sales course (suprise!).

After that course… ahh… lemme just copy and past an article I wrote:

What’s in an Introduction?

“May I help you?”

“Just looking, thanks.”

“Okay, if you do need anything I’ll be right here.”

“Uh, okay. Thanks.”

Does any of the above sound familiar? I’ll bet it does. It’s the usual scenario when you walk into some type of shop and most of us will probably recognise it, or have been victim to it, at one time or another.

I did some retail work, once upon a time a long, long time ago. Where, or why, it doesn’t matter. Misspent youth, I suppose.

In the process, I’ve had quite a lot, and I mean a LOT, of sales training. One particular course always sticks to my mind as I am convinced that it was probably the best sales training course I have ever encountered, bar none. I won’t go into the nitty gritty, the meat of the course, as such.

I will say that, if I remembered the instructor’s name he would definitely get a mention here. I do remember he was Welsh. It was a long time ago, after all.

After this particular course, being new to the industry and rather naive, I figured I had to do exactly what I was taught when I got back to work. No-one else got duped so easily.

As a result, within a couple of weeks I had phone calls from people from far away lands wanting to speak to me. Yes, I mean the kind of place where no-one wants to go: like Birmingham. You see, these people had heard of me. I had become somewhat of a legend without realising it.

Apparently, I was setting some sort of sales record within this particular company. Wow! I was surprised to say the least. The guys would call up, ask to speak to the manager, and then ask who I was. As soon as I told them, they would say something along the lines of, “aahhhaaa, so YOU’RE him,” leaving me a little bemused. And then they would explain what was going on.

I must admit, it was flattering. Especially when the area manager refused to let me leave the store on a transfer, and literally chucked money at me to stay there. Money I hadn’t worked for.

What exactly was the secret recipe for this, you may wonder? Would you believe it was all in the introduction?

While everyone else stuck to the same old routine, as above, I just went up to the person, stuck my hand out and said, “Hi, I’m Marko. What’s your name?” Ninety percent of the time, they would shake my hand and just tell me.

Then I would just invite them over to have a seat and start chatting. During this chat I would ask probing questions to find out exactly what they wanted.

You see, once the introduction was over and we knew each other’s name, it was like we were friends and it was much easier to just talk, as opposed to sell.

Who was it who said, “A stranger is a friend I haven’t yet met?” I forget. But how true it is.

I know it’s difficult on paper, but maybe you’ll get this practical training. Or maybe you’ve already had it. If so, I highly recommend you use it.

Try it. Be comfortable with each other first. Be familiar. Be naive.

What’s in an Introduction?

“May I help you?”

“Just looking, thanks.”

“Okay, if you do need anything I’ll be right here.”

“Uh, okay. Thanks.”

Does any of the above sound familiar? I’ll bet it does. It’s the usual scenario when you walk into some type of shop and most of us will probably recognise it, or have been victim to it, at one time or another.

I did some retail work, once upon a time a long, long time ago. Where, or why, it doesn’t matter. Misspent youth, I suppose.

In the process, I’ve had quite a lot, and I mean a LOT, of sales training. One particular course always sticks to my mind as I am convinced that it was probably the best sales training course I have ever encountered, bar none. I won’t go into the nitty gritty, the meat of the course, as such.

I will say that, if I remembered the instructor’s name he would definitely get a mention here. I do remember he was Welsh. It was a long time ago, after all.

After this particular course, being new to the industry and rather naive, I figured I had to do exactly what I was taught when I got back to work. No-one else got duped so easily.

As a result, within a couple of weeks I had phone calls from people from far away lands wanting to speak to me. Yes, I mean the kind of place where no-one wants to go: like Birmingham. You see, these people had heard of me. I had become somewhat of a legend without realising it.

Apparently, I was setting some sort of sales record within this particular company. Wow! I was surprised to say the least. The guys would call up, ask to speak to the manager, and then ask who I was. As soon as I told them, they would say something along the lines of, “aahhhaaa, so YOU’RE him,” leaving me a little bemused. And then they would explain what was going on.

I must admit, it was flattering. Especially when the area manager refused to let me leave the store on a transfer, and literally chucked money at me to stay there. Money I hadn’t worked for.

What exactly was the secret recipe for this, you may wonder? Would you believe it was all in the introduction?

While everyone else stuck to the same old routine, as above, I just went up to the person, stuck my hand out and said, “Hi, I’m Marko. What’s your name?” Ninety percent of the time, they would shake my hand and just tell me.

Then I would just invite them over to have a seat and start chatting. During this chat I would ask probing questions to find out exactly what they wanted.

You see, once the introduction was over and we knew each other’s name, it was like we were friends and it was much easier to just talk, as opposed to sell.

Who was it who said, “A stranger is a friend I haven’t yet met?” I forget. But how true it is.

I know it’s difficult on paper, but maybe you’ll get this practical training. Or maybe you’ve already had it. If so, I highly recommend you use it.

Try it. Be comfortable with each other first. Be familiar. Be naive.

So, you see, even people who are sales trained generally tend not to make use of the training.

Which is probably why there are so relatively few highly successful sales men and women around.

If the proven techniques and principles are used you can be good in anything, including sales, in person or in print.

And, let’s face it, the principles aren’t exactly rocket science.

I mean, don’t get me wrong, it’s not easy because you have to work at it… but… it is simple.

All it takes to succeed is the desire to learn how to do a thing… and then do it.

Best,
Marko

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Marko

Professional online marketer with over 20 years of experience in search engine marketing, digital marketing, direct advertising, and email marketing. Can be found cruising the streets of Boston Hardcore scene when not selling to the masses online.
Marko