In Part 1 we looked at the first level of the marketing/sales transaction – the external level — dollars-given for solution-rendered.
Now let’s look at level two — the internal transaction.
Assume you are a marketer. Given that:
As a marketer you offer a product or service that can solve, or at least help solve someone’s problem. And your marketing efforts are purposefully designed to attract those who can benefit from your solution. But in this case, let’s ratchet up the consequences, because the move from level one into two is a matter of consequences..
Much of what’s done on the Internet focuses on helping people make more money. So we’ll use that as an example.
Someone needs more money and you say you can show them how to get it. What responsibility do you feel toward the hopes and dreams of those you call to make use of your solution? Most marketers would answer:
“Very little. I have no control over what people do.”
True. But you do have a responsibility for placing yourself out there as an attractor, a lure (in the best sense), a promise. You can’t get away from being the one who promised a solution. That’s where the depth comes in.
And let’s say your promise is real, your solution actually delivers what you promise so that more than mere hope is involved — your solution actually changes someone’s life. What’s the exchange about then?
That’s when it becomes spiritual, even sacred. Why? Because the person in need takes you, via your solution, into their lives. Not just physically, like the tank of gas, but emotionally — takes you inside, into their hope for something better, into their need to resolve the circumstances that brought them to you. That’s an internal experience, not so obvious but much more meaningful.
So when someone buys your money-making product and it works, their life is significantly altered for the better. Is that not sacred? Does that not become something of spirit?
And when that person gives you the money you ask for in exchange, is that not an act of gratitude? Their credit card payment sends far more than just “Thank You.”
When we chose to become Internet marketers and realized the depth involved in marketing and sales, we came to understand marketing as a value far beyond anything we’d previously imagined.
The recognition of marketing and sales as a spiritual and sacred process became the foundation for the soft sell approach we’ve developed for everything we’ve done since and will do well into the future.
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Husband-and-wife psychology team and Internet marketers Judith Sherven, Ph.D. and Jim Sniechowski, Ph.D. pioneered a heart-based approach to Soft Sell Marketing. They’ve taken
that approach into producing “Bridging Heart and Marketing” - their unique, first-time-ever Internet marketing conference dedicated to the specific needs of the Soft Sell marketing community - for whom the typical hard sell "hype" doesn't fit.
By Soft Sell they’re referring to all the personal growth, healing and life-enhancement providers who market services and products. Unlike typical hard sell tactics, Soft Sell Marketing reinforces a caring and trustworthy relationship between marketers and the prospects and customers they want to attract.