The other day here in Bucerias, Mexico, a man got on the bus and started
handing out booklets to every person. Most people accepted the booklet, which appeared to be religious in nature. Then while the bus was driving down the road, he gave a short sales spiel and told everyone that if they wanted to keep the booklet, it was 10 pesos ($1.00). He then started at the front of the bus and either collected back the booklet or collected the 10 pesos.

I was fascinated as I watched the whole process – a sales technique I hadn’t
experienced since living in Ecuador 15 years ago. I couldn’t quite imagine
someone getting on the bus in Vancouver, Canada and trying this sales tactic. You’d probably find yourself kicked off the bus! Yet, in reality, this approach is what many entrepreneurs are still using – albeit slightly more refined.

I consistently hear of entrepreneurs who have a blog where they blatantly sell their product. They will send out a social media announcement through a tool such as Digg or Twitter and they are in your face selling. Other entrepreneurs will attend a networking function; corner someone and give them the low-down on their product or service. I’ve had brochures, business cards and samples shoved into my face or hands without so much as a how-do-you-do. Really, that isn’t much more sophisticated than the man who got on the bus and put a booklet in everyone’s hand.

It doesn’t feel very good and in today’s world is antiquated and very “old
school”. What is the “new school”? Relationship marketing. What does that mean in real world terms? It means you “date” before you marry or have sex. You get to know each other. You woo the other person through dialogue and mutual conversation. You impress your potential client with how you can help them with a problem rather than sell to them right out of the gate.

For example, you may have a network marketing business. Rather than
immediately sell your lotion or potion, energy drink or miracle pill, you need to sell yourself first as someone who people would even want to do business with. You know people’s concerns, worries, doubts, fears and problems and you make it your business to allay their anxieties and solve their problems.

As you give first, people will then become attracted to wanting to do business with you. It’s why this type of relationship marketing is often referred to as”attraction marketing”. So ask yourself: Is my business growing? Do I get referrals easily and regularly? Do people come back and do business with me? Am I attracting people to my business regularly and consistently?

If not, you may want to look at how you come across to people. Do people see you as pushy or obnoxious? I remember reading an email from a distributor who was “luring” people into her business. That word did not give me a good feeling as no one wants to feel manipulated, trapped or lured.

The spiritual principle of “treat others as you want to be treated” is the foundation of a solid business. So how can you use this principle in real life? Some really basic steps are:

• Take an interest in other people and what they are doing.
• Ask questions and find out how their business is doing.
• If you know of someone that can assist them with a problem they mention,
pass on the referral.
• Listen intently to what they say.
• Be “real” in how you talk to people so you don’t come across as
condescending.
But today with attraction marketing, it needs to go beyond that. Are you clear in your own mind that you are the expert in your field? Do you know the answers to your client’s problems? Are you keeping up to date with what is happening in your field? The world is shrinking and fast. You need to be aware of trends in your area of expertise. Specializing in one area is becoming more and more important.

Let’s use the example of someone who sells real estate. They could specialize in helping single mothers find affordable housing. They could niche market to empty nesters. Or they could help people look for investment properties with positive cash flow. Once decided upon, brand yourself as the expert in that field. Become known as the “go-to person” in that arena. Become the arthritis expert in your network marketing company and know exactly what products work best for arthritis. A car salesperson could become an expert in helping people with poor credit buy cars. A clothing boutique could specialize in helping women with mastectomies purchase flattering clothing for their condition. Do you see all of the possibilities?

Rather than putting your product into everyone and anyone’s hands like the man on the bus did the other day, learn the rules and tools of attraction marketing, niche yourself and have clients searching for you, talking about you and referring you to others. Now isn’t that an exciting possibility!

To Your Outrageous Success!