Why Most Sales and Marketing Techniques Don’t Really Work

Saw a pretty cool movie recently with my wife.

A movie that explains why a LOT of customers don’t buy. And reveals a sales and marketing “secret” that can dramatically increase your profits.

Anyway, the movie is called “Fire Proof”.

It is an unabashedly Christian movie about a fireman and his wife on the path to divorce — but whose hearts are changed by a 40-day “test” the fireman’s father gives him.

Whoa!

I can ALREADY see some peoples’ eyes rolling reading this.

“C’mon Ben! Why are you wasting my time with this!”

Patience, grasshopper.

All will be revealed in a second.

You see, there are many themes running through this movie. Some are obvious (such as, “never leave your partner behind, especially in a fire”.) And some are not-so-obvious.

The sales lesson is one of the not-so-obvious ones.

It goes like this:

When the main character (the fireman) first tries to save his marriage, he only goes through the motions as he follows his dad’s 40-day plan. In fact, he goes the first 20 days without his heart being in it at all — only thinking of what he will gain from his efforts.

His wife (not surprisingly) sees right through him.

She doesn’t buy his act.

And as a result, she DISTRUSTS him even more.

Which is where the sales lesson comes in:

How many of us go through the motions like this when selling? Without truly CARING about our prospects? Without caring about their pain and challenges? Without caring about anything except “sucking as much money as possible from their bank accounts”?

I’m not saying this attitude can’t work.

Especially when selling to the low-hanging fruit (who buy anything).

But most people see right through it. And will naturally distrust you (and not buy from you) as a result. This is why I believe if someone wants to take their business to the “next level” they can’t just go through the motions.

You must CARE about your customers.

Your heart has to be into helping THEM first.

And you have to believe (REALLY believe) what you’re selling is going to change their lives for the better.

I realize this is a little “touchy feely”.

But when your heart is into helping your customers like this, success is almost automatic.

You automatically do what’s in your customer’s best interest. Automatically create (or pick) the BEST products to sell. And automatically do things that POSITION you as someone who cares — and is therefore trusted and believed.

This caring stuff isn’t always “sexy.”

But it works like gangbusters.

And in most cases, your competition is probably NOT doing it.

The Magic of Insanity in Sales and Marketing

Never thought I’d admit this, but I think I’m insane.

At least, according to this popular definition bandied about by a lot of sales and marketing “gurus”:

“Insanity is doing the same thing over and over again and expecting different results”

Hmm.

I don’t know about that. In fact, I have the exact OPPOSITE definition:

“Insanity is NOT doing the same thing over and over again and expecting different results.”

Let me explain my “madness” here:

I don’t know about you, but I’ve found stubborn repetition, ESPECIALLY when you don’t see immediate results, essential to succeeding in almost everything. For example, things like…

1. Repetition of learning

I’m a BIG believer in consuming the best books, CD’s and courses 10 times, minimum.

It’s one of the big “secrets” to learning something not only very quickly, but at a much deeper level than your lazy competition ever will.

2. Repetition of following up

Some people think it’s nuts to write a DAILY email.

Yet, ever since doing so, my sales have exploded, most of the do-nothings have unsubscribed (or I unsubscribed them), and I get FAR more new client inquiries, and other cool opportunities I never would have gotten otherwise.

Doesn’t take a sane man to know one single email didn’t get those results.

3. Repetition of good habits

Imagine eating ONE good meal or exercising just ONE time and expecting to feel and look great. Maybe I’m crazy… but to me THAT would truly be insane.

4. Repetition of doing what works

Lots of marketers get bored of their own ads, or of selling the same product that consistently outsells other products, and then wonder, “What happened to sales?”

Maybe it’s just me, but that doesn’t sound “right in the head.”

5. Repetition of words

When you repeat certain words in your ads, speeches, videos, etc, in a very specific way, you’ll find people have a very, very hard NOT listening.

And no… there’s nothing “voodoo” going on.

But if you read great speeches, ads and other persuasive messages, there’s a certain repetition of thought at work.

6. Repetition of attitude

Even a lunatic would agree having a positive mindset helps you better cope with life’s curve balls whizzing at your head.

Imagine the insanity of not keeping a good attitude just because it didn’t “work” the first time?

7. Repetition of action

Let’s face it…

A lot of success is just showing up — ready to work. Of course, if you only show up to work on your business one day per year, because, you know, that last time didn’t produce any sales, I think we’d have to call the men in white coats on ya.

Anyway, as you can see, there’s power in repetition.

Of doing the same things over and over — immediate results or not.

Which is why, in the “asylum” I call my mind, it’s the popular definition of insanity that’s really insane.

The Sales and Marketing Mistake That Makes Prospects Avoid You Like the Plague

What’s one of the biggest (and most common) sales and marketing mistakes you can make?

It may not be what you think. And, in fact, you may be doing it right now without even realizing it.

And that is simply being needy.

Like it or not, think it FAIR or not, this’ll destroy your profits in a heartbeat. I don’t care if you sell online, offline or on the sidelines — doesn’t matter. People sense when you NEED them. When you need their money, their time, their vote or their affection.

And the more you need something, the more it eludes you.

Yet, at the same time, people are almost irresistibly attracted to people who DON’T need them.

To give you a perfect example of this, there’s this TV sitcom you probably heard of called “Seinfeld.” In one episode, George Costanza is complaining to his friend Jerry about how just once in a relationship he wishes he could be the person who isn’t the needy one — and instead be the one with the upper hand.

As George put it, “I have no hand.”

So, in one of his more clever schemes, George, who’s afraid of losing his girlfriend, pulls a complete “180″ on her, and tells her he has decided to break up with her.

A “pre-emptive break-up”, so to speak.

The result?

Instead of telling George to hit the road, she emotionally and physically sticks to him like white on rice — even though she was about to dump him.

Now, that’s just a sitcom obviously.

But that’s EXACTLY how it works in real life, too.

If you need someone to buy from you, they’ll smell it on you. They’ll also emotionally (and physically) back off to escape. They will do whatever it takes to get away from you — like lie and tell you they want to think about it, or say they need to talk with someone else, etc.

But the reality is, you need them, and they KNOW it.

And because of that, they want nothing to do with you.

So the message is clear: Don’t be needy. It drives people AWAY from you… instead of attracting them TOWARDS you.

Which is why the less you need, the more sales you make.