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Improve Your Marketing: Help More, Sell Less

Ken Chen

Ken Chen

April 24, 2013

7 thoughts on “Improve Your Marketing: Help More, Sell Less”

  1. Love this, Ken.

    That’s something I’ve been committing to more and more as well.

    Giving goes a long way.

    Just posted this up on our Facebook page too.


  2. You are right on Ken. I have similar conversations with my clients. The consumer is absolutely king. With all the information that is easily available to them (peer reviews, their own self-directed online research, discussion boards etc..), they will see the ultimately be able to clearly judge the value proposition of your brand/product/offering on their terms.

    So the implication is that companies absolutely must invest in their product or service so it delivers inherent satisfaction that consumers/customers are willing to talk about. In the long run, no amount of glossy advertising will overcome a product that doesn’t adequately deliver.

  3. Thanks, Ken! In the past few weeks I have been studying how some of the “high powered, high pressure” sales pitches work on the web – you know, the kind where there’s a hyper-urgent video saying you just MUST join their webinar so you can be as rich and successful as they are . . . blah, blah, blah.” It feel so inauthentic, I just can’t do it. I much prefer the “Stop selling, start serving.” approach to customer relationships. In fact, I love my work, and thoroughly enjoy sharing my wisdom and experience with others. “Advertising” what I do just never seemed to “fit”, because what I do is what I was BORN to do! Your blog helped me see that I am helping people, some of whom will become paying clients, and some won’t. That’s authentic, and just feels “right” to me.

  4. Ken – Thank you for providing this perspective. I too find this to be true. “People like to buy from people they like and trust” and companies should keep this in mind when developing brand/product strategies and tactics. In my experience, the hard sales approach to which you refer is simply not as effective in driving trial and repeat purchase as one designed to develop a relationship with consumers.
    Technology today allows consumers to share their point of view about anything in real time. Consumers share experiences in open or anonymous formats and this influences new consumers. Once trial is established, it’s critical that a company’s tactics reinforce the trust the consumer has in the brand or product. I have found this leads to greater sharing as the brand/product’s group of ‘influencers’ grows. That’s the difference. By implementing tactics to engage consumers so they adopt the brand, a company has successfully built a fire that’s sustainable and will continue to burn. Alternatively, the sales approach is analogous to relighting the fire endlessly. It’s ineffective and costly.

  5. This is so true. People want to know that you care about them and that they are satisfied. It is much more cost effective to retain current clients and nurture those relationships than it is to obtain new clients. By nurturing existing relationships you in turn create new ones by your happy customers telling their stories to others and driving those people to your business.

  6. Thanks, ken. I’ve found that customers respond very positively to being helped vs. being overtly sold to. In everything I’ve worked on, I’ve tried to keep this in mind – how will this benefit the customer first then, the benefits to the bottom-line will generally follow.

    And, with the proliferation of social media and ease of sharing, customers are happy to share their experiences with brands – positive or negative.

  7. Well put, Ken.

    Particularly resonating was “why not invest in helping those customers you do attract” – you could spend millions on marketing/advertising, but the key as you suggest is to convert those customers into loyal customers (and people who come to your site to customers of course). Increasing the top of the funnel may not do that much good if the bottom of the funnel is still minuscule.

    More effective conversion first (to customer and to loyal customer) leads to more effective AND efficient marketing.


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