Monday, March 20, 2006

Permission to Market

Seth Godin called it Permission Marketing.

It is a simple principle yet so many don’t get it.

There are two parts to this principle.

1. You have the right to market your products and services.

2. You must respect the rights of others.

The first part is that you have the right to sell yourself. We expect it. So stop being shy about it. Be proud of who you are and what you offer.

The second part is the more important part. You must respect whom you market to. Respect their time, judgment and values.

You don’t need to agree with any of those – just respect them.

Permission marketing is about respect.

If you don’t respect your customers – why should they buy from you?

How can you demonstrate that you respect your customers?

Ask their permission to continue.
Give them a sense of control.
Ask them genuine questions.

Ask them if this is a good time to talk.
Ask them when you might contact them again.
Ask them about their concerns.

Most importantly – ask questions and listen.

Then act on what you hear.

George Torok

No comments: