Seth Godin's "Permission Marketing" was first published back in 1999, and I first read it around 2001.
So, as I continue the 2006 Tudor Family Vacation, I've made it a point to read some new stuff but also re-read some classics. I like to re-read books...I realize how much stuff I missed the first time around, and get reminded of important things that I've since forgotten. Such is the case in re-reading "Permission Marketing".
For instance, this observation from Seth on the concept of "permission marketing":
"Muhammad Ali didn't become a heavyweight champion by hitting 20 different people with one punch each."
So true! And yet as sales professionals, what do we try and do over and over again? You got it...we try for the "one call close". We try to come up with the magical 30-second commercial that will sell what we've got. We do lots and lots of other things all day, every day, that are anything but permission based marketing. We go for the knock-out punch on the first swing.
And, it usually doesn't get us anywhere.
So, be reminded as I've been reminded the past day or two: Take your time, get your prospect's permission, engage them with relevant content and information, and build the relationship.
It's a book that belongs in the hands of every serious sales professional who wants to know the secret of successful selling through strong, meaningful customer relationships.
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