I am frequently reminded of how the seemingly little things one does in business stack up and have major consequences.
My wife speaks at marketing seminars a couple of times a year to promote her business. She’s just coming back from one this weekend now as I write this, and when I spoke with her last night by phone, she told me how all the seminar attendees were whining and complaining about the speakers pitching them to acquire the speakers’ products.
In fact there were some really PO’d attendees at this event who even asked for their money back on their tickets because of the "pitching" going on by the speakers.
Now here’s where it gets weird. This event was sold to the attendees as The Event in its field where if you went, you would NOT get pitched.
In fact most similar events in this industry are designed to be what we call "pitch-fests" – they are designed that way because the promoters and the speakers make more money that way.
So the speakers all held to this, or so they thought. They all gave their 90 minute content loaded presentations, and then at the end they talked for only 3-5 minutes about additional products and services that you could get from them if you wanted ’em.
It was that 3-5 minutes of "pitching" at the end that people whined and complained about.
85 minutes of programming, 5 minutes of commercials, and people whined and complained.
Contrast this to the other "pitch-fest" events in this field, and the speakers are selling on stage for the entire 60 to 90 minutes. It’s a pitch disguised as a presentation. The entire talk at such events is designed to sell one big ticket item.
Here’s why I think people complained at the event my wife spoke at.
The event promoter has been positioning his event as being the only pitch-free event in a sea of pitch-fests. And he’s been harping on that for a couple of years now as he runs this event once or twice a year.
This positioning trained his customers.
It trained them to be "on-guard" for any pitching at all.
And even worse, it trained people to put their sales defenses up so high that they wouldn’t respond to even modest offers at the end of a speaker’s presentation.
It trained people NOT to purchase from the speakers. And if the speakers aren’t selling, then they won’t be coming back to speak at this event in the future.
People pay attention to how you position yourself, how you market yourself, and all the little things you do in your business.
You need to be mindful of the future consequences of what you do. Short term gain can often come back and bite you on your hiney later on.
Your customers will do what you train them to do, whether you are aware of it or not.
Sell with Pride,