I spoke to a business class at Mohawk College recently and gave them several lessons about marketing, business and life.
This point might have been unpleasant to hear.
Sell to the Greedy – not the Needy
That was the advice that I heard from my mentor and co-author, Peter Urs Bender. It might sound mean spirited at first. When you think about it you might see the wisdom. As a business owner you can save yourself a lot of grief if you follow that advice.
You will waste much time and money trying to convince the people who need your product to buy. The reality is those who need you the most are too stupid to buy. That’s why they are so needy. They are looking for a magic pill to cure all their problems.
I have talked to many business owners who need help with their marketing. I know that I can help them tremendously. But they can’t see the value and they only see hiring me as expenditure. They can’t see their marketing as an investment for which they can increase their return. They really need what I’m offering but aren’t willing to invest.
Instead the business owners who hire me are already leaders in their field. They’re looking for incremental improvements and they are willing to invest in that.
Sell to the greedy – those who want what you are selling. They recognize that they only need to gain a few inches or seconds to beat the competition and are willing to pay for that competitive advantage.
If you want to help the needy, make a good profit and donate generously to chairity.
Don’t waste your time and money trying to convince people that they should buy your product. Instead find the educated souls who already want it, appreciate the value and are willing to pay.
Your marketing then becomes a process of search, qualify and sell.
George Torok
Marketing Speaker
Canadian Business Speaker
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