Gimmicks? Creativity? Manipulation? Direction?

I recently purchased a copy of Jeffrey Gitomer’s and Gerhard Gschwandtner’s C-Level Secrets CD/DVD Combo . Short review= Buy it.

BUT: Something smelt, and I couldn’t figure out what it was until about the 3rd time I watched it. Just something didn’t ring true. Then it dawned on me.

There’s a lot of good advice on the DVD/CDs about how to meet C-level folks. One of the main points is to provide value to your networks, to your customers, and to your prospects. That is worth  $99.  If you provide value by helping your network, writing books (or wonderful blogs), it will come back to you.  Jesus said it, Earl Nightingale said it, Harvey Mackay said it, and yet, to me, it’s worth $99 for a refresher.

But there’s also alot of, for want of a better word, gimmickry, on these CDs.

Gerhard and Jeff talk about ways to use lottery tickets, playing cards, and other ways to get into a C-level appointment. If someone invented it, it’s creative.  But it’s a gimmick. And if all the listeners to this media do it, it’s a gimmick without the benefit of creativity.

Prospecting with gimmickry is tacky and gimmicks quickly fall out of style. They are the “Pet Rocks” of sales.   Gimmickry is no where near as bad in the sales process as trying to use “Ben Franklin” and “either or” closes to get someone “in that car today.” That kind of manipulation makes things bad for the customer and the sales professional.

Is manipulation necessarily bad? No, but the term “manipulation” is bad. Direction is a much better term.  Going into a meeting with a plan, a way to direct the business process and all those involved with it, is a chief job of a sales professional. It’s our job to direct the resources, the people, and the processes to solve the customer’s needs in as efficient a manner as possible for our company.

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