Sales and Marketing…plain and simple
It’s about being helpful and giving more than you take.
Jason Kottke pointed to a post by Postlight that explains the company’s approach to sales and marketing. It aligns nicely with stories I’ve written here, so let’s take a look at what we can learn. First, from Postlight:
“Sales” at Postlight is probably not what you’re thinking. It’s an un-flashy, consultative process done in everyday clothing (although sometimes we put on nicer shoes). Our goal is always to figure out what a potential client really needs, and then to figure out the fastest way to make that happen. By the time we get to a formal proposal it’s usually exactly that — a formality.
Similarly, “marketing” at Postlight is less about brochures and more about sharing what we know, giving good talks, hosting events for the NYC tech/design community, interviewing podcast guests, and saying good, true things about Postlight when appropriate.
In Helping > Closing I highlighted how there’s:
…so much more value in building trust and having a meaningful conversation with [people]. If you just assume what the [person’s] needs are and push them into next steps they aren’t ready for, it will only hurt you in the long run.
In Helping > Closing (Part 2) I noted that the top elements of an ideal customer experience are:
Fast responses, simple interactions, clear and consistent information. Fast, simple, clear, consistent. Those are not big, fancy, lofty requests. They are simply requests for organizations to respect people’s time and make their lives easier.
In Farming > Selling I talked about how:
Hunting is about taking; farming is about asking and sharing. Hunters go after their prey and work to take it by force. Farmers make a plan, get up early, work hard to execute the plan, and nurture the land to help things grow. Your “land” is everywhere you may be able to earn your customer’s attention. Your “seeds” are what you distribute of value. Your “farming” is how you execute the process and what you do with the crops you’ve worked so hard to cultivate. Act like a farmer, not a hunter, and your business will grow.
In I Want to Have Breakfast…With You I pointed out that:
Simple connections and small surprises that naturally delight and show you care.
You notice the theme here, right? In all cases what we’re talking about is:
- keeping it simple
- focusing on the customer
- being helpful
- sharing knowledge
- seeking solutions
- giving more than taking
- being nice, generous, and an all-around good citizen
I’m glad Postlight is on my radar and I appreciate them inspiring this summary of things we can all focus on to grow our businesses and take care of people.
Thanks for reading! If you liked it, please hit the heart below and share the love. I’d also really like to hear your feedback in the responses on how this story relates to you, or hit me up at david[at]dialsmith[dot]com. Thanks, again : )
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