High Pressure vs. Dignity Depends on

How You Use the Three Cons

by Trey Ryder


Prospects often ask me to explain how selling-based marketing differs from education-based marketing. I point out the standard differences about giving prospects what they want, information and advice -- and removing what they don’t want, a sales pitch.

But the fine points of education-based marketing go much deeper.

You and I, as consumers, want people to respect the fact that we have a brain -- and that we can make our own decisions without someone else (the salesperson) telling us what to do. This important point clearly defines how the respected authority and consultant (you) differ from the pushy salesperson (nearly everyone else).

The difference is in the three cons: Convince. Conclude. Control.

The salesperson tries to “convince” you that you need what he’s selling by controlling your decision. (We often refer to this as sales pressure.)

The authority offers facts and advice that allow you to “conclude” that you need what he offers -- and that you need it right now. But he never tries to control your decision.

Here are two typical examples:

EXAMPLE 1:

Salesperson: “This service will save you time and money. Sign here and I’ll finish the paperwork in two minutes.” (He tells you what will happen and tells you what to do.)

Authority: “From the facts I have provided, I hope you agree that you’ll save considerable time and money by choosing option A over option B.” (The authority respects the person’s ability to listen to the information, draw his own conclusions, and make his own decisions.)

EXAMPLE 2:

Salesperson: “You must sign up for this service now. Otherwise, I can’t be held responsible.”

Authority: “From the case history I’ve just presented, I hope you see how important it is that you act now, without delay.”


ADVICE: When you talk with prospects, make sure you provide facts, case histories, information and advice that allow prospects to conclude they need what you offer -- and soon. The moment you turn the tables and tell them what they need, they see you as a salesperson and you completely undermine your credibility.

 


Would you like to learn more?

Then add your name to my confidential e-mail mailing list of lawyers. You’ll receive articles and helpful tips. Advance notice of seminars. News of marketing products and services. And more. Just fill in your name and e-mail address below. Then click “Submit” and I’ll do the rest. Important Note: I consider your response confidential. I promise that I will never give your name or e-mail address to anyone for any reason. So please don’t hesitate to respond.

Please fill in the information below and I’ll respond promptly.

Your Name
E-Mail Address
 
Please enter the code as it is shown above:
   

SPAM FILTERS: Please make sure your spam filter will accept e-mail from
trey@treyryder.com so I can respond to your request. Thanks!

Return to Trey Ryder's Home Page

This web site is provided as an educational service by Trey Ryder Marketing LLC.
If you have questions or comments, you’re invited to contact Trey at trey@treyryder.com
All contents on this web site are Copyright © 1999 - 2013 and thereafter by Trey Ryder Marketing LLC. All rights reserved worldwide.