Stop Trying to Sell

By Stacy Karacostas

"What is the difference between a used-car salesman and a computer salesman...?"

"The used-car salesman knows when he's lying to you." :-)
author unknown

First, if there are any used-car or computer salespeople reading this, please don’t take this joke personally. I just thought it did a really good job of pointing out why so many people say they hate anything having to do with sales or selling.

Let’s face it…we’ve all had the experience—or at least heard horror-stories—of being “sold” something we really didn’t want or need. And nobody likes being pressured into buying anything.

So it’s no wonder the mere thought of selling leaves a bad taste in so many people’s mouths. Luckily there are plenty of ways to grow a business without having to “sell”.

In fact, the best “salespeople” almost never do a hard-sell…or a cold-call for that matter. Instead they position themselves as experts, offer helpful solutions and information, and generally become someone their clients know, trust and like.

Thankfully, most of us are already experts at something. Otherwise we wouldn’t be where we are today, right?

So all you have to do is become known as the expert you already are. The easiest way to do that is get out there and start offering people useful ideas and information. Before you know it, others will begin to value your expertise, and your ideal clients will start flocking to you.

Below are six simple ideas to get you started on the road to Expertdom…

1) Publishing: Nothing screams “expert” like a book with your name on it. And these days there are many ways to get a book into the world that don’t involve much writing, and don’t require a big-name publisher.

You can interview other experts in your field and compile the results into an e-book to sell online or on CD. You can collaborate with a writer. Or, have a book ghostwritten for you and then self publish it.

2) Public Speaking: When written right, workshops and seminars draw new clients like bees to honey. Why? Because they automatically position you as an expert and they give people a chance to get to know and trust you.

So if you are good speaker—with helpful advice or insights to offer—the chances are high that a lot of your audience will end up buying whatever products or services you have to sell.

3) Teleseminars: If you hate standing in front of an audience, but like teaching, you can enjoy many of the benefits of public-speaking by hosting free teleseminars. They are highly cost effective, and becoming more popular every day.

Plus they have a whole host of uses…You can record them and sell them later. Give them away for free as bonuses or viral marketing tools. And post them to your own Website to help introduce yourself to prospective clients and build credibility.

4) Direct Mail: No one likes being sold junk with junk mail, but a lot of people enjoy getting things for free! Especially if what they get actually solves a problem, answers an important question, or fills a need.

So instead of sending sales letters trying to get people to buy something from you, send a postcard asking them to call (or visit your Website) for a free report, sample or trial service.

5) Press: It’s hard to beat the value of getting your name in a magazine or business journal. And you don’t need to be a writer to make it happen.

If you are doing something different, or valuable to your community, chances are it might make good news. A professional press release sent out to your local magazines and newspapers can get staff writers interested—and you interviewed.

6) Online Message Boards: If you like surfing the Web, message boards are an ideal venue for getting your name out into the world. Just find a few whose topics fall in your area of expertise. Then read people’s posts and get a feel for the group. Once you are ready, start answering people’s questions and offering advice.

Keep in mind that most groups don’t tolerate sales of any kind, but you can often offer freebies (check the rules before posting). And always include your Website in your signature so anyone who is interested can contact you.

The beauty of all these ideas is that they are all fairly inexpensive and extremely effective. Plus, some even generate revenue directly!

Of course, the real key to any kind of marketing is consistency. So pick two or three ideas and commit to doing them regularly. Before you know it, new customers should start knocking on your door.

Do you have another marketing idea that has worked for you? I’d love to know about it! Send your idea to stacy@success-stream.com, and you could be featured in an upcoming edition of Bright Ideas.

©2002-2006 Success Stream. All Rights Reserved. www.success-stream.com

If you enjoyed this article, don't forget to sign up for Bright Ideas.

Do you have a marketing, advertising or writing question you'd like to have answered? Email me and you might see the answer in a future edition of Bright Ideas.

Please notify me at stacy@success-stream.com when my article is used, whether online or off. Thanks!