What the milkman taught me about marketing and sales
A few months ago, the doorbell rang. I opened the door to a smiling but unfamiliar face.
“Do you get your milk delivered?”
We used to, but we don’t now, because we haven't sorted it since moving into a new house last autumn.
Sorting it would’ve taken 5 minutes. A phone call to the dairy that delivered to our old house, to let them know we’ve moved. We just haven’t done it.
So I was delighted to be sold to by the friendly milkman at my door. I couldn’t say yes quickly enough, and here’s why.
1. He presented the right solution to a real need.
2. He wasn’t pushy. He didn’t need to be, because his factual statements did the selling for him (local ✅ delivers any day ✅ delivers my favourite cottage cheese ✅)
3. He made it easy. He came to me, I didn’t have to fill in forms or find my bank card or make decisions that required thinking.
Feel-good marketing for you AND them
I’m not suggesting you go door knocking for new business. But this experience reminded me that being sold to can absolutely be a positive experience.
So how can you do marketing in a way that will make people want to be sold to?
Here are some prompts to consider.
• How well does your product/service respond to your ideal buyers’ real needs?
• Are you clear about the benefits of what you offer?
• Do you feel confident that these facts stand up to scrutiny without having to be embellished or inflated in any way? (And the flipside of this – which I encounter a lot more with my clients – do you hide or downplay these strengths in your marketing?)
• How can you make it easier for people to buy from you? Think about simplifying forms, offering more payment options or free click + collect, or being clear about your returns or cancellation policy.
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