What’s it all about … Alfie?

The first lines of the Burt Bacharach ‘Alfie’ lyrics ask some pertinent questions. “What’s it all about Alfie? Is it just for the moment we live? Are we meant to take more than we give?”

Are we meant to take more than we give?

Ben Carson says, “Happiness doesn’t result from what we get, but from what we give.”

How many people actually realise that you should give more than you take!

So is marketing / promotion just for what we can take/get, just for the moment we live? Surely it’s more than nagging people senseless about what we have to sell. You know those adverts on the television that drive you crazy – well – do I need to say more? If you are anything like me you switch off.

Plus, my email inbox is inundated by Facebook notifications for horses for sale. In some cases I’ve had to cease notifications because I can get up to the same posting up to at least ten times from contacts and I’m over it. I know it’s a tough time for sales BUT PLEASE shouldn’t we consider what we’re doing and how we are doing it.

I think it’s time to remember that selling is about more than taking and getting money! I’ve always considered selling as being a communication with our customers, showing them what we stand for, our personal values and the consistency and the true value of what we have to offer. I shouldn’t really have to even add how vital it is to offer customer support as well as showing a uniqueness in how you present the product you have to sell. Don’t ever forget that a customer might decide to return and buy some time after visiting or talking to you. These days this is called “branding yourself”. I always thought branding was something you did to livestock but it seems I’m way behind the times! Though in saying this, branding livestock was a process of ownership recognition so “branding yourself” (without the hot iron of course) is designed to bring you recognition.

Speaking for ourselves, in past years we built brand recognition for our stud Pearsons View Arabians www.pearsonsviewarabians.com without really even knowing we were doing it. Customers were looked after with ready and regular advice. Telephone conversations, often hours long, kept customers/associates in touch and if asked solutions were offered to problems. Newsletters were sent out from Pearsons View containing interesting world news, handy anecdotes and numerous other things that have slipped my mind for now.

There seems to be something in me that loves to share. I know most people don’t necessarily feel this way and we certainly experienced much of this during our early years of breeding. There was always an information drought when we asked for advice. I vowed, if I was fortunate enough to acquire knowledge, I would always share with other breeders. Mind you, these days I smile when I remember how a ready palm was quickly offered to take our money if we made reference to loving a specific horse! Now I wonder if I’m smiling because I have yet another titbit for book-fodder! No – only joking!

I don’t think it matters what you have to sell the process is relative. No matter what you’re selling you should remember marketing and promotion isn’t just about getting that sale and the money safely in your bank account. That is if you intend remain within a specific niche market and retain some type of credibility.

When you’re spreading the word whether it’s online, traditional print or social media remember to think about what the customer needs:

Be generous with your time and offer solutions. Take some time to reassure people that they can achieve something they’ve always wanted to do – for example – write the novel, breed the horse of their dreams, paint a picture or design a beautiful garden.

Learn to read people because with some customers it’s better to remain professionally involved but emotionally detached. Selling includes building professional relationships with customers but it can be a fine line. While you can care about a customer, you shouldn’t take things personally. I learnt that occasionally you may be fortunate enough to make a good friend from a sale but mostly it’s just business.

Be realistic about about what you’re marketing i.e. the publishing or breeding myth.

All authors are rich, publishing is easy – Oh! how I wish!

Buy the right horse and you’re an instant success – Oh, how I wish again!

From my own experience I know how infectious enjoyment and enthusiasm are, so encourage these emotions.

One other thing, don’t forget the importance of the telephone in this messaging, texting and emailing obsessed world. In a relatively short phone call you can cement an ongoing relationship with a customer that will/could and likely get a call back and the possibility of a sale.

I blog about all the things I’m enthusiastic about (including this subject) and guess what, other people enjoy the same things I do. The whole business resembles a get together where you introduce yourself, have an interesting conversation and begin a relationship or even a friendship. Never has there been such a variety of communication opportunities making it easier to connect with each other, and learn what people value. Let’s remember to focus on the connection you can have with others as we all work to build our brand.