What my window cleaner can teach us about marketing

My windows have been dirty for weeks. I keep meaning to call the window cleaner but somehow never get round to it.

This morning I got a text from him: would I like the windows cleaned? I didn't just say yes. I thanked him for reminding me. I felt grateful - he'd read my mind, and made it easy for me to book a time slot. When I think of him, it's as someone who is efficient and helpful. 

I've been racking my brains for a present to buy for a friend. Last night I received the monthly mailing sent out by one of my favourite galleries. Hey presto - present dilemma solved, and it barely took any effort. As the mailing suggested, I also felt good being able to support a local independent business. 

Bear with me - these instances are linked! 

I spoke at a virtual event last week. The speaker before me showed some slides of a beautiful area about two hours from where I live. Last time I spoke at their in-person event I'd said how much I wanted to come back again, and suggested that any business with dog-friendly accommodation should add me to their mailing list. I gave my permission to add my details to their list and effectively to sell to me. When I saw those images I realised it has been almost two years since I promised myself I'd go back to that area. I haven't got round to it. No-one ever mailed me... 

Another related story: a few weeks ago I spoke at an event for students and said that I think LinkedIn is a good way to keep in touch and to get jobs. I even suggested to the students that if they sent me a LinkedIn request within a week, I'd connect to them so they had better chances of finding a job or placement. One did. Just one. 

By now you've probably guessed what I'm about to say? 

Selling isn't about being pushy.

It's about providing the information, connections and services that someone wants. Often people give you an opportunity to sell to them, and are actually grateful when you do!

The window cleaner solved a problem. I was grateful. He made money.

The gallery made it easy for me to buy. I was grateful. They made a sale. 

I was ready to book a stay - but didn't because no-one reminded me.

I was ready to help students build connections. But I didn't because they weren't pro-active enough. 

When I suggest posting more frequently on social media, or sending out a newsletter more frequently, people almost always say to me, 'but I don't want to be pushy or salesy'. 

If this is you, perhaps it's time to think again? Here are some more suggestions that I hope will help you feel more confident and able to sell. 

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