How NOT being a true Trainspotter can make you a wedge of wonga $￡€

November. 1997. Somewhere in the northern inner city area of Leeds. It’s already dark at 4pm and I’m on my 54th knock of the day.

I’m selling gas supply to people, at their door, much to the chagrin of British Gas who had just lost their monopolised grip on the gas to homes market. Not only are my sales calls as cold as they come but so is the Siberian-esque West Yorkshire wind that’s swirling round my neck and badly knotted tie.

I wait for the door to creak open and for my 15-20 second opportunity to explain who I am, what I’m doing and why I’m stood on their doorstep wearing a cheap suit, puffer jacket and clipboard (and not a Simon Sinek in sight!).

On this particular door step, I nail my intro. Relaxed and natural, to the point and no hint of a memorised script. Next up was the critical part of the sell. I had to connect with my slightly frowning, watch glancing ‘potential customer’ – the pressure was on.

Behind him, on a cluttered mantlepiece I spot a model of a train engine. I glance and casually point behind him with my chewed-up biro, “oh that’s the Intercity 125...they still run those on the Leeds to Kings Cross route. Will the 225 ever make it on that line? I’ve heard their wheels don’t quite fit the tracks...”

10 minutes later I had a hot cup of tea and toasted tea-cake and a new signed up customer (ch-ching!..wonga!). Not to mention my knowledge on diesel and electric powered locomotives had been expanded substantially by the enthusiastic trainspotter I was sat sipping and chatting with.

The moral of this story is that I’m not a train spotter. I’m not into trains. I’m into EVERYTHING. There are two messages and tips, that I want to get across here from the cold call doorstep gas-challenge described above:

1) Be incredibly curious about the universe and everything in it. Obsess about the brand/product you’re promoting and know it inside out, of course. But also keep a child-like enthusiasm for understanding other business sectors, fashion trends, philosophy, Artificial Intelligence (*sigh*)...and yes even trains and transport.

Being curious allows ideas to form easier as you will internally pull from multiple stand points. Curiosity also opens up empathy and understanding of a wider spectrum of people and their personalities. If you understand your audience, you can communicate with them easily and successfully.

2) The ultimate end point of Marketing is to sell. Whether that’s to connect, reconnect, remind, nudge, educate, entertain or reassure.

Marketing’s monolithic mega-task is to make money move from your audience to you or your retailer in exchange for a product or service. If your tone of voice and communications are not just about the product but also relate to the world we inhabit? You’ve got a chance of connecting with people. That’s right, note the word ‘people’ rather than ‘consumers’.

If you need help with that, I'll come knocking.

#Sales #Marketing #Business

#MakeWavesNotWaste