When selling doesn’t sell a thing

Posted on: November 15th, 2013 by Staffan Engstrom

One of the things that you learn as you become an SE (my business is too small to be an SME) is that the marketing side of the business is even more important. When you are part of a big, well branded, corporation, finding new work is so much easier than when you are largely unheard of.

On the other hand, the marketing side is a great deal of fun, if you get it right.

I had a great day yesterday. Firstly I had the privilege of leading a breakfast with a number of construction leaders on how to grow your project based margins by 2-3 percent, through understanding your core competencies (Ask me about PRIMACY – Project RIsk Management through Alignment with CompetencY – if you are interested, and I will send you a white paper). It was a really good discussion. Then I met a FTSE 250 and Private Equity companies chairman to look at global acquisitions and investment strategies.

So here is the key thing. In this business, selling doesn’t sell anything. Selling feels like what you wouldn’t do to your worst enemy. The key thing is, before you start, make sure that you have something to offer that is great and will really add value to your customers. Focus on that, or don’t bother. That way, when you engage with customers, you can know that you are doing them a real favour.

Never sell, build relationships. If you put the interests of the customer genuinely at the heart of your thinking and behaviour, you won’t go far wrong…