by sharing with you a marketing hack that took me a while to understand and apply.
We all hear things like "Don't try to sell — serve instead," but how the hell do we sell something without trying? By serving until we starve to death?
Well, yes. If you're doing it wrong.
First thing you should do is look for CONNECTORS.
Look at the picture below. I think they are pretty self-explanatory. By addressing each client directly, you put in a certain amount of effort — let’s call it client-hours. So, to get 5 clients, you’ll need to spend 5 client-hours. This means you’re selling your time for a fixed amount of money. And this is even before you sell your actual product, which might require even more client-hours.
I guess you’re gonna feel that hamster-in-a-wheel dizziness pretty soon…
Connectors work completely differently. You don’t have to sell to them — you can give them your product for free (if they’re interested) and then watch as they spread the word among your potential clients. Often, it’s that beautiful win/win/win situation where each side benefits, and NO ONE is pressured by hard sales.
How to find the right connectors?
Well, there’s no one-size-fits-all recipe. I know for sure that it’s a long-term game, and there will be mistakes and misses. All you have to do is follow these simple rules:
1. Look for local celebrities or influencers with a large following in the area of your professional interests.
2. Make sure (or just try to imagine) that your potential connector is genuinely interested in your product.
3. Give away your product or service to potential connectors ONLY if:
- it’s your own decision
- you feel like it might work
- it could bring you some side benefits right away
- it doesn’t hurt your business in general.
Now, let's take your approach to the next level. Because you’re not always dealing with connectors — you’re in direct contact with clients too.
So, what if I told you that you should treat every cold client as a potential connector? And no, I don’t mean giving them your product for free right away. 😉
Just don’t try to sell it to them directly. Instead, talk about it — but in a way that makes them think of someone who might need it. People naturally like to help each other, and instead of hitting a closed door, you’ll have someone who subconsciously starts considering who might be interested.
So, if you replace persistence with smartsistence, and your product is high-quality and easy to understand, the chances of it finding its client (or clients finding it first) are pretty high!