"Marketing" is How You Show Others How You Can Help Them, Including Selling Yourself for Jobs and Promotions

by Richard Stooker

Many people, especially including techies, look upon sales and marketing as disgustingly selfish.

Having been taught to be good girls and boys who take turns and do things because they're right, we don't want others to think of us as so nakedly self-interested. At best, some of us realize that sales and marketing are evils necessary to functioning of a capitalistic system.

So when we hear that if we're seeking a job or a promotion we must "sell ourselves," we inwardly rebel. Few of us actually do a good job selling ourselves. Those who do get more and better jobs, more and better promotions and make more money.

And rest of us consciously or unconsciously sneer at them for being "selfish."

I say, opposite is true.

"Selling ourselves" to others is unselfish reaching out to other people, to show them how we can help them.

Because to simply *assume* that employers should be able to understand from our resumes how great we are is true selfishness.

Let me explain.

Good marketing brings benefits of good products and services to attention of people who need or want those products or services.

When you truly don't want to buy a new car, a car ad on TV is a signal to fix a snack.

When you want to buy a new car, you watch. You want to know which make and model best fills your needs and desires.

Assuming that a business is selling a good or service which is of true value to somebody, it is their DUTY to bring it to attention of people they can help.

Good sales and marketing is UNselfish, because to be effective it must center on needs and desires of people who want that product or service.

Bad (ineffective) marketing says, "We're a wonderful company and you should buy our product because it is so wonderful."

Good marketing (and by "good" I mean *effective*) says, "Our product is wonderful because it will help you do this, solve that problem and feel good."

See difference? Good marketing is centered on customer and helping customer solve a problem or meet a need or desire. Bad marketing is centered on company and product.

Referrals are my lifeblood. Here's what I've learned about them.

1. Ask for them outright. Explain what you do and say you'd like referrals. That's all you have to do. Ah, but ... What if I were to ask you right here and now to refer clients to me. "I'm a personal and professional growth coach. I'm accepting new clients and I'd like you to refer your chiropractic patients to me. My bio's at bottom of this article." Would you do it? Of course not. Your whole chiropractic practice is built on how your patients perceive you, and if you refer them to an idiot, it reflects on you. (Old drinking song: "You can tell a man who boozes by company he chooses...") Until you're sure I know what I'm doing, and that I'll treat your patients right, you aren't going to do it. Your practice is too important to you.

2. You have to do courtship before you pop question. It takes time. First you have to build your reputation and build it carefully by providing excellent service. When you're good at what you do, and know it, asking for referrals is second nature. Occasions will arise where it's natural thing to do, i.e., "You know, I could help Frederic with that. That's exactly what I do. Why don't you have him call me at XXXX." You also have to have let other person get to know you enough to trust you.

3. Create an atmosphere where referrals can occur. People refer people to people they like and trust. This means getting out and about, talking with respect about what you do and about clients you work with, and letting other people see who you are. Join Chamber, go to seminars, Rotary, work out at health spa, attend symphony, but these aren't just social events. When you're in a profession, you ARE product. It's possible to be rude and irresponsible in your social life and be a good surgeon, but people won't see it that way. It's possible to get drunk at a party and harrass members of opposite sex and still be a good coach, but people won't see it that way. It's possible to be late for lunch, forget names and abuse waiter and be a good accountant, but it isn't probable. Be who you are when you're out, but be professional who you are.

4. Basically you aren't going to get them until you don't need them. That's one of those things in life. If you're desperate for clients (or anything else), you'll drive it away. People can sense it. I was helping someone write a grant and their reason was "because we're desperate for money." That's a reason why they want money; it isn't a reason why someone should give it to them. The same applies for referrals.

5. What's in it for me? It's not about you. There are a few good-hearted souls who just go about helping other people, but not many. Everyone else is thinking of benefits, risks, and repercussions. If someone refers someone to you, what will they get?