Teaching Sells
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I am a hawk for selling through teaching; providing free educational content related to your focused expertise to engage prospects in a virtual dialogue that leads to a sale. “Teaching Sells”, as Copyblogger’s Brian Clark calls it is the best way to persuade prospective customers and clients to do business with you but the real key is to show your tribe creative ways to use the tools you uncover instead of merely pointing them out.
What am I saying?
If you sell hardware, instead of telling me about the diverse mix of hammers you stock on the shelves; show me the proper technique for hammering a nail without smashing my fingers (more difficult than you might think). Instead of limiting my education to listing the various toothbrush styles, a dentist might create an instructional video showing proper brushing technique.
In a post Google world it is much simpler to ask a search engine for lists of helpful resources. Become indispensable to your customers by replacing that tired set of outbound resource links on your website with teaching content that promotes creative ways to use the resources you uncover. In fact, your brand is no longer your logo, your corporate colors and tagline. In this new world your brand is defined by how you empower your customers and clients to be their best.
How do you teach the man to fish?
April 28th, 2011 at 1:07 am
An effective marketing strategy. It will not only sell your product but comes with tips on how to use a product effectively which surely lures your costumers. And it will prove the quality of your product.
Leonard B.
June 28th, 2011 at 8:05 am
This is the only way I can sell anything to a customer.
If what you have to sell provides some real value to the customer, then its not even that hard.
If it doesn’t, then its time to find something else to sell