You've probably heard the phrase, "People love to buy, but they don't want to be sold". This phrase has been around for a while, and in most cases it's very true. Yet so many business owners ignore this fact consistently.
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I get it... it's hard to sell without selling. But this is the big thing... it's not about you. If you want to reap the benefits of having a thriving business, you have to put yourself in your ideal customer's shoes.
Think back to a time when you were shopping your favorite department store and a pushy sales person tried to get you to buy something instead of letting you browse at your leisure.
Think of how you feel when a salesperson seems desperate to make their quota and you can feel that "making the sale" will make or break their career.
If you were going to make a major purchase would you want someone who is always in your face with their products and services?
Or would you rather have someone who's confident, able to answer questions (only when asked) and someone who is able to convey marketing messages that display enthusiasm and knowledge that motivates you to take action?
Do you want your brand to know as one that pushes products or would you rather be known a trusted resource and authority in your niche and industry? When people think of your brand, what exactly do you want them to think of?
How You May Be Annoying Without Knowing It
Here are some examples of marketing practices that can be perceived as spammy, pushy, or annoying:
1. Leading with Your Product or Service
When you lead with your product or service without showing how it adds value for your target audience, it goes a long way to position you as a product pusher.
Product pushers are the annoying salespeople who know very little about selling, (or what they are selling), yet they're desperate to sell their products and services. They wear their desperation on their sleeve and they end up running away the people they really want to work with.
Leading with your product means limiting your social posting to pictures and videos of your product with a link for potential
customers to make a purchase. It means talking about your products non-stop without knowing your target audience or adding value that will help them reach their goals.
When business owners lead with their products, they do very little to position their products as solutions, and they talk about features, not benefits.
When selling products from major brands they mention the name of their product, yet they are surprised when potential customers do research and buy their products from someone else.
When you talk about features instead of benefits, your potential customers will have a hard time seeing how what you offer will help them reach their goals. And that means they are less likely to buy.
Listen on the Go to "How to Sell without Selling"
Listen to our podcast on Spotify or wherever you get your podcasts. Receive business building tips and resources designed for those who want to know how to run a thriving online business.
Watch the linked video on the Cricut Joy and note the way the person in the video describes the machine using benefits and features.
2. Excessive Email Blasts
Sending too many promotional emails in a short period or bombarding subscribers with daily messages can be irritating.
Check the Beginner's Guide to Building an Engaged eMail List, that walks you through how to get started with an email list that inspires trust and loyalty in your audience.
Spamming your email list and not taking the time to learn about them and what they want will annoy and run away people who initially wanted to learn more about your business.
3. Pop-Up Overload
Using too many pop-up ads or having pop-ups that are difficult to close can create a negative user experience on your blog, shop or website.
4. Clickbait Tactics
If you want to lose subscribers, followers and potential customers quickly, try using deceptive practices. That's the best way to make it happen...
If you're not sure what clickbait is, it involves employing misleading or exaggerated headlines and content just to attract clicks, without providing real value. This practice makes users feel like they are being tricked and results in frustration (not sales) for users.
5. Cold Calling without Permission
If you're being told to call people without permission, or you're buying lists to have someone else make calls on your behalf, this is another way to lose potential customers before you have an opportunity to get started.
Unsolicited phone calls or cold calling without prior consent can be intrusive and may result in a negative perception of the business.
With the internet, most people don't shop this way anymore. Cold phone calling is considered an outdated practice, that may have worked years ago, But it doesn't work well with today's savvy customers .
When you just call people at random times without their knowledge beforehand, you'll more than likely reach them at the worst possible time. This can result in not only turning off any chance of making a sale, but can actually result in being hung up on.
6. Aggressive Social Media Tactics
Excessive posting of promotional content, especially when it dominates a social media feed, can turn off followers.
It's your job as a business owner to know your audience and the things they need to reach their goals. If you're not sure who your ideal customers are, read this article on why it's important to understand your ideal customers.
If your social media, text messages or emails are promotional (selling) messages that are sent in large quantities, usually via email, text message, or social media you run the risk of coming across as pushy and turning off those users who may be a good fit for your products.
If you're firing off messages to a large number of people without their consent you may be going against the terms established by your email marketing provider.
7. Fake Urgency and Scarcity
Scarcity marketing, when used sparingly can be a great motivator. Getting people who would normally put off buying will take action if they feel that they are missing out on a great deal.
However, creating false urgency or scarcity and overusing it to pressure customers into making quick decisions can come across as manipulative.
It goes back to creating a sense of trust and credibility with your audience.
8. Auto-DMs on Social Media
Simply put constantly posting about your products and direct messaging complete strangers makes you seem desperate.
Automated direct messages (DMs) on social media platforms, especially those that are generic and impersonal, can be seen as spammy.
9. Keyword Stuffing in Content
Overloading website content or blog posts with keywords for the sake of SEO, without providing valuable information, can make the content seem unnatural and annoying.
It can also cause your reach and visibility to be limited in search engines and social media accounts.
10. Intrusive Pop-Up Ads on Websites
Pop-up ads that disrupt the user experience, especially those that are difficult to close or navigate away from, can be irritating.
It's important to find a balance and prioritize the user experience, providing valuable content and engaging with customers in a respectful and considerate manner.
Transparent and authentic communication is key to building positive relationships with customers.
The 10 Best Ways to Sell Without Selling
Here are ten tips for business owners on how to sell without being spammy or running down customers:
1. Build Genuine Relationships
Focus on building authentic relationships with your audience through video marketing, lead generation systems and email as well as live Q&As.
Get to know your target audience by performing market research. Engage with them through social media, respond to comments, and show a genuine interest in their needs.
2. Provide Value First
Before pitching your product or service, offer valuable content or resources that addresses your potential customer's pain points.
This establishes trust and positions you as an authority in your niche.
3. Educate and Inform
Share knowledge and insights related to your industry, niche and business.
If you've built a business based on your hobbies and interests, that's half the battle you are already positioned to be an authority that people can count on.
If you're creating content about a hobby or something you're interested in, you can demonstrate your knowledge and authority by educating your audience on product related topics that matter to them, (without providing the name of your products, pictures, or brand names). Start by demonstrating your expertise and willingness to help.
This goes a long way to building a relationship with your audience that leads to more leads, referrals and sales.
4. Use Storytelling
Craft compelling stories and case studies about product benefits and satisfied customers. These stories can illustrate the lifestyle, end result or transformation your customers received as a result of using your product or service.
Take selfies, memes and short lifestyle videos of yourself and your staff in various stages of working, demonstrating, setting up booths and activities you're involved with at trade and craft shows, networking events, just having fun, enjoying life and making a difference in your community.
Stories create emotional connections and make your business more relatable.
5. Offer Free Resources
Provide free resources such as e-books, guides, or webinars that add value to your audience.
Check out our eBook below called the Benefits of Selling Digital Products for add ons, lead magnets and educational resources you can include with your products.
This helps in showcasing your expertise and generosity.
6. Focus on Problem Solving
Identify the challenges your target audience faces and position your product or service as a solution.
Positioning your products as solutions and talking about their benefits without naming them by brand name, helps your audience make the connection between what your product does, versus the features that are nice to have but do little to tell your ideal customers what's in it for them.
This approach emphasizes value over a direct sales pitch.
7. Be Transparent
Transparency builds trust. Clearly communicate the benefits and features of your products, and be honest about any limitations.
This openness fosters credibility.
8. Highlight Customer Success Stories
Share success stories of your customers. This serves as social proof and demonstrates the real-world impact of your products or services.
9. Create Engaging Content
Develop content that is not only informative but also engaging. Use visuals, storytelling, quizzes and other interactive elements to capture and maintain your audience's attention.
10. Ask for Feedback
Encourage feedback from your audience and customers. This not only helps you improve but also shows that you value their opinions, strengthening the relationship.
Remember, the key is to prioritize the needs and interests of your audience, fostering a relationship that goes beyond a transactional interaction.