Business development and marketing is most often tied towards the end result which is getting the sale. But in keeping with human nature, we default to crossing the finish line and getting the sale in the shortest possible way with the minimal of effort.
So our marketing becomes like a bad pick-up artist in a bar. Sure their bad lines might work once in a while but if it does the result is typically short-term relationships filled with regrets. Sadly, the good customers can spot this over-eager approach a mile away and will avoid you like the plague.
What we all really want is long-term, sustainable relationships with our clients and this means that marketers need to understand how to be alluring. Nobody wants to work with anyone whose sole intent is to take your money and ring up a sale as quickly as possible.… Read more