David Magallanes
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By David Magallanes / Guest contributor
As I continue studying digital marketing (I plan to launch a marketing blog in the near future), I am becoming intensely aware of the changing philosophy behind salesmanship. Whereas in the past (and unfortunately to the present day) people in sales were trained to “convince” prospects to buy, and counter their every objection with something clever, and sometimes practically humiliate them into purchasing, the Internet has changed that entire landscape. People are much more aware now that they can find whatever they’re looking for online. We resent it when someone calls us on the phone to sell something to us, or when we receive unsolicited e-mails from people don’t know us and know nothing about our interests, our desires, our goals. Nor do they care. They simply want to sell us something.
One of the high priests of modern selling techniques is Seth Godin, sometimes called “the father of Permission Marketing.” In his revolutionary book, “Permission Marketing,” Mr. Godin tells us* that “Permission Marketing is the tool that unlocks the power of the Internet.” The previously typical strategies of what is called “Interruption Marketing” are becoming much less popular as consumers begin to demand that they be approached as individuals with specific needs and wants rather than as just prospects who are faceless and nameless, but who have money to spend.
*Permission Marketing, Seth Godin, p. 52, Simon and Schuster, New York, 1999
— David Magallanes is a writer, speaker and retired professor of mathematics. You may contact him at adelantos@msn.com. You may visit his website for better health at www.wellness4families.myshaklee.com.
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La Confianza, el Permiso y las Ventas
Por David Magallanes / Columnista invitado
A lo largo de mis estudios sobre del mercadeo digital (tengo planes para lanzar un blog mercantil en el próximo futuro), me estoy volviendo intensamente consciente del cambio en la filosofía de las ventas. Mientras que en el pasado (y desafortunadamente hasta le fecha) las personas en el campo de las ventas fueron entrenados a “convencer” a sus prospectos a comprar, y a responder a cada una de sus objeciones con un contraataque astuto, y hasta a veces prácticamente humillarlos hasta que compraran, el Internet lo ha cambiado todo. Ahora, la gente es mucho más consciente de que pueda encontrar lo que busque en línea. Nos sentimos ofendidos cuando alguien nos llama por teléfono para vendernos algo, o cuando recibimos un e-mail no solicitado de personas que no nos conocen, que no saben nada acerca de nuestros intereses, deseos, o nuestras metas. Ni les va ni les viene. Simplemente nos quieren vender algo.
Uno de los sumos sacerdotes de las técnicas modernas para las ventas es Seth Godin, a veces denominado “el padre del Mercadeo de Permiso”. En su libro revolucionario, “Permission Marketing”, el Sr. Godin nos cuenta* que “el Mercadeo de Permiso es la herramienta que nos abre el poder del Internet” [traducción es mía]. Las estrategias típicas del pasado de lo que se llama “Mercadeo de Interrupción” se están volviendo mucho menos populares mientras los consumidores empiecen a exigir que sean tratados como individuos con necesidades y deseos específicos, más que simplemente prospectos sin rostro, sin nombre, pero que tengan dinero para gastar.
*Permission Marketing, Seth Godin, p. 52, Simon and Schuster, New York, 1999
-– David Magallanes es un escritor, orador y profesor jubilado de matemáticas. Se puede comunicar con él por e-mail a: adelantos@msn.com. Usted puede visitar su sitio cibernético para la salud en www.wellness4families.myshaklee.com.
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