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Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet by Shel Horowitz, Jay Conrad Levinson

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Chapter 4. Marketing versus Adversarial Sales

MARKETING INSTEAD OF SALES

Some time back, Shel spoke on a panel of six people discussing sales and marketing for solo entrepreneurs. One of his copanelists was a sales jerk who monopolized about 70 percent of the panel's time and was thoroughly aggressive, rude, and arrogant. His advice to others was that they, too, should be aggressive. He went on and on about how you just have to pick up the phone and cold call, hour after hour, day after day. His theory seemed to be that if you were a thorn in the side of enough people, one or two of them would do business with you, just to get rid of you.

You probably won't be surprised that we disagree, strongly. With his approach, everyone loses. He's going to have to work 14 hours a day at alienating people in order to make a decent living. He's wasting a lot of effort that could be spent far more productively, and he's destroying the chance to build the long-lasting, positive relationships that turn prospects into customers voluntarily. What sales he gets will be in spite of his approach, not because of it—but eventually the numbers do add up to a livable income. We think he could sell a lot more and work a lot less if he followed our methods.

When Shel finally got his turn, he said, "Now, here's the difference between marketing and sales. I never make cold calls. I create marketing that has the prospect calling me. When I get the phone call or the e-mail, they're already convinced that I can help ...

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