Marketing Basics –
The Real Meaning of “How Can I Help You?”

So you have something to market. Let’s start with some marketing basics.

Lesson #1: Don’t sell. Help.

“How can I help you?”

Have you ever gone into a store and been asked that question by someone who looks over your shoulder while asking it? Do you think that person really wants to help you? Are you going to ask for help from someone who won’t look you in the eye?

Or maybe that store clerk avoids looking at you (and walks busily past) so that he or she doesn’t have to ask those dreaded words and perhaps have to… (oh no!)… help you!

Then there’s the flip side of the coin.

You walk into a store and a chipper salesperson not only asks if he or she can help you, but breathes down your neck through the entire store. Maybe giving you mini sales pitches on any product you happen to hesitate near.

This type is dying to make the sale (and their commission!).

Well, if you have either attitude with your clients, guess what? They aren’t going to come to you for “help”.

So what marketing basics will save you?

The First Rule of Marketing

First, you need to approach potential customers as people who need help. That’s the reality. They wouldn’t be looking for your product or service if they didn’t need help in some way.

Next, step back and stop thinking “I’ve got to make the sale!” Instead, think “I want to help this person solve his or her problem”.

Then you need to find out what the problem is. If you don’t know what your clients need, you can’t help them.

Maybe you have a service that will solve the problem quickly and easily. Let them know. But be prepared to let them know several times in several ways. It often takes repeated contact - a build up of trust - to make a sale.

What if your product or service can’t help them? Find a resource that can and send them there.

No, this isn’t an oxymoron. You have helped them, and they’ll remember it and come back to you next time they need more help.

Not only that, but because you helped them when it didn’t line your pockets, they’ll pass your name on to others they know who may in fact need your product or service.

But be patient. Such marketing basics take some time to build momentum. Help people freely, and soon, you’ll find a wealth of clients coming your way because you did.

Helping them will help you.

And hopefully, I’ve helped you!

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