Do those obnoxious guys yelling on local car dealer ads actually sell more cars? I’m just asking the question, because I can’t seem to find anyone who actually likes those things. Do they think they’re being cool, or funny? I’m not a violent person, but there’s one doofus that does ads in my town, that I’d love to sock in the nose. On second thought maybe I’ll sock him twice – since they tend to run the same ridiculous ads two times during a single commercial segment (they must get a twofer). Thank all that is good, for my DVR.
Can you imagine what it would be like to be the poor guy who films and produces these things?
TV Guy: Okay so how about a fade in to…
Car Dealer: NO! I JUST WANT TO YELL!
TV Guy: Well nobody really likes being yelled at. I had one of our writers come up with a pretty funny piece, people like funny…
Car Dealer: NO! I JUST WANT TO YELL! WAMMBO!
TV Guy: Um… Are you going to yell “wammbo” at the end of the commercial?
Car Dealer: YES. I LIKE YELLING. YELLING SELLS MORE CARS. WAMMBO!
TV Guy: Burt, just start filming. Jimmy the Idiot here obviously knows what he’s doing…
So what does this have to do with your home-business…?
Mainly this – just because something’s always been done that way, or that’s what everyone else is doing, is not a good reason to do it. Chances are, it’s just the opposite – to really succeed you have to set yourself apart. You also have to treat your customers like people, not deaf mules.
1 – Be sure you understand your audience. Selling is hard enough without having to overcome the hurdle of being perceived as an ass. Take the time to really learn about your customers and prospects – what they like, what they want, and how they prefer to be approached.
2 – Being the loudest doesn’t mean being the best. If you have something of value, and offer it in a way that respects your customer, you will never have a shortage of business. A conversation is a much better way to develop a relationship than yelling.
3 – People are way smarter than they get credit for. Our customers know what they want, and will look around until they find it. Be the one they want to do business with.
4 – Don’t over compensate. If you aren’t 100% confident and proud of what you are offering, no over-the-top exploits will make it successful. (Caveat – in the long term that is. There are those who look for short term gain at any cost. My guess is that you’re not one if them, or you would have stopped reading a long time ago )
What it comes down to is that there are lots of ways to run a business. Being authentic, offering something of value, and being passionate about what you are doing – to me – is the truest way to reach real success. There’s nothing quite like having customers seek you out, as opposed to annoying them until they buy or tell you to scram. By deciding to do business as a person dealing with another person, you open the door for lots of great opportunities. But if that’s not your cup of tea, there’s always…
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