” Good leaders must first become good servants”                                   
– Robert Greenleaf

I don’t have enough fingers and toes to count how many meetings I am in where people ask me how the web is going to help them SELL their products and services….the quote above summarizes how I re-train marketing brains to think service first (before selling)…

Since I love helping professionals kick unhealthy marketing habits, I need to dish out some marketing tough love and help you understand that feeling entitled to the web selling for you is one that has to stop immediately.  It doesn’t work that way.  Like I always say, YOU (or your company) is Batman, Web Marketing is Robin. (click the link to read the blog post all about that!)

Web Marketing is your supporting cast member to have your back and
1. serve
2. support
and then (after 1 and 2 are set!)
3. sell

Today’s healthy dose of web marketing advice is:
Get over your sense of web marketing entitlement!!!!!

The web was not put on the planet to magically make you millions.  (I know, some of you are pissed at me for ruining your dreams of making living on the beach while the web pours cash into your bank account, sorry…)

Your organization serves a purpose and you serve a need.  When you get over your greed of selling and start thinking about how the web can SERVE your customers, prospective customers, partners and internal team, then smart web marketing happens and then (and only then) sales will start to happen from your web marketing collateral.

Think about how you can be a servant in business and then think about how the web an be a service tool to help you…

-Your blog can educate and offer helpful advice

-Your eNewsletter can have tips and links to other websites that can be helpful to your audience

-Your website can hav frequently asked questions (FAQs) to help people help themselves if they can’t reach you via phone

-Articles can be distributed on the web to share your expertise (it’s selfish to keep it all in your head anyway) to positon you and your company as experts in the field AND boost company morale (being a leader means inspiring the people who work for you too!)

In tough economic times, lots of business owners are wigging and getting all sales spazzy, forgetting service comes first.  I encourage you to paste this quote somewhere and remember it.  You don’t have to be the head of a company to be a leader.  Leaders exist in all areas of a company.  Think about how you can champion great marketing that serves and you will win…

I could go on an on about tips and advice, but since our great blog www.webmarketingtherapy.com/blog is a service tool full of free tips, I will let you peruse and search and go to categories that interest you.

And if you need some one-on-one marketing therapy, I am happy to serve you and have a call with you. Feel free to contact me

9 Comments

  • Great post! Really drives the point that people need to not just focus on what their product/website does, instead hone in on what problems they solve for your buyers. It’s all about your customers, and how you can create something interesting and valuable for them. That’s how to drive your bottom line!

  • What an excellent post. Having a business I realized how much service plays into sales. In small businesses it is often something you forget about, or at least I did. Being a one man show pretty much you only have so much time in a day to do all you need to do plus serve and support. At times I would get so frustrated when customers that would come in the store and take hours to buy one item after trying on the whole store. I’ll never forget I had a customer come up to me and say you sold me some clothes and you definitely are not a sales person and I replied you are right I am a designer. I guess this is precisely why I thought maybe having an internet company may dilute this problem for me. After reading this article I realize not so much. You are so very right about serving and supporting, making it easy and building trust is a mood point. Can you serve your customer by being remote or does it have to instant verbal chat? Do you have to have an 800 # so they can contact you as well? I love your ideas,
    -“Your blog can educate and offer helpful advice
    -Your eNewsletter can have tips and links to other websites that can be helpful to your audience
    -Your website can hav frequently asked questions (FAQs) to help people help themselves if they can’t reach you via phone
    -Articles can be distributed on the web to share your expertise (it’s selfish to keep it all in your head anyway) to positon you and your company as experts in the field AND boost company morale (being a leader means inspiring the people who work for you too!)”
    However I do wonder how being a business owner you would have the time to do all of this as well as design, produce, manufacture consistant lines. Or do I include this in my finance plan to hire this out to a company like yours?

  • Mary Beth,
    Thanks for such an authentic post – your insight is awesome and I am so glad the blog post was helpful. YES, as small business owners we DO wear a lot of hats and one of the biggest obstacles is the “when do we do it all?” question.

    My advice – do what you do best and pay others to do the rest!
    http://www.webmarketingtherapy.com/blog/blog-babe-tips/do-what-you-do-best-and-pay-the-others-to-do-the-rest/

    and there is No “I” in TEAM 🙂 http://www.webmarketingtherapy.com/blog/daily-inspiration/healthy-remember-success-comes-from-your-t-e-a-m/

    I am NOTHING without my web designers, writers, tech people, team members and advisors. I do suggest you hire a web firm that can help you execute your vision strategically (like I wouldn’t design my own clothes, I leave that to the experts, same with web work) but know what you want FIRST before you hire a web marketing firm – that will save you time, money and help you attract the right firm!!

  • Thanks for the great advice! I think that is going to be my new motto or mantra,
    Do what you do best and pay others to do the rest!

    I will check out the rest of these links with thanks and learn as much as I can:)

  • Hi Lorrie,

    You say just what I am thinking! In sales you get a lot of pressure to serve the numbers. Customer service and long-term relationships need more. For me it starts with love. Yes, love your customers and they love you. Provide first-class service, support them whenever possible, and selling is much easier. You are the best idol.
    You love what you do and you get a great feedback. Keep going!

    – Sylvie

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