As I listened to yet another podcast about marketing, I couldn’t believe that the person interviewed kept referring to the people he wanted to sell to as a target. He wasn’t interested in them as people, and that was evident from his language.
What happens when we don’t think of marketing like shooting an arrow at a target, but instead think of the relationship in different terms? When we seek to speak to new people who have things in common, perhaps they’ll be receptive to a conversation. Better yet, maybe they will be receptive to my being helpful to them. When marketing begins with being valuable to others, it can be the beginning of a healthy relationship.
Farmer, Not A Hunter
Targeting is a hunter’s mindset. Growing a connection is a farmers approach. I guess I am more farmer than the hunter. Let me tell you a story about George.
George isn’t my Target. For quite some time, I have helped someone named George. I have assisted him with several marketing ideas to grow his business. When he needed help with an introduction to a colleague, I was happy to oblige. I didn’t think about George as a target for my marketing coaching services; I thought of him as someone I could help. He sent me an email question to help guide some of his marketing decisions. I tried to be of service to him. I never felt that he took advantage of me. He always was appreciative of my suggestions. George and I communicated for at least one year, perhaps two.
One day, George calls and ask if he could hire me to advise him about a new business. It would be on the weekends only since I work full time. He was okay with that arrangement but knew that I was the right person for the job. He needed my help for several months.
When I asked George why he wanted me to help him when he could have picked from many other marketing consultants, he said those magic words.
I have grown to trust you.
You seem authentic. And, I am often learning new strategies and tactics from your blog posts. You have earned my business.
What might be different for your business if you got to know more about people you want to work with who might become clients or customers? Is there a way you could serve them and label it marketing? Instead of wasting dollars on brochures, advertising, and discounts – could you funnel more of your marketing outreach filtered through a helpful lens?
Stop marketing to a target. Instead, see how you can help the Georges, who may become customers one day.
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How can I help you seed the moment? Contact me here.
Photo credit: By Neil Palmer (CIAT) – http://www.flickr.com/photos/ciat/5471862690/, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=14887927
