So much has been happening, I have to share it with you . . .
What? Leaving already? Please wait. You won’t regret it.
Phhew, thanks for staying.
Sorry? Am I selling something? No I’m not selling anything. I just want to pass on some important information . . .
You already get more information that you can handle? But this is new . .
No, I’m not selling anything.
Yes, we’re a business . . . And yes . . . sometimes we make irresistible product offers based solely on great value.
Yes. If you took up the offer it would cost you what it’s worth.
You can get it cheaper down the road? The thing is, we run a business based on mutual value . . .
Why do you need to be bothered with all of this? Good question.
It’s how we do business online. We give away loads of valuable information. We build a relationship with you based on trust and reciprocity, and when it’s appropriate, we ask you to consider something of value at an appropriate cost.
So, you were right, it was all just about a sale? Well, I suppose it is, if you call a sale the exchange of a benefit for a cost.
But wouldn’t you say you’ve received some helpful information in between?
Haven’t some of those tips we’ve shared helped you and your business? Just a bit?
What about those amazing people and products we’ve introduced you too?
You’re too busy. I see.
Okay then. Hope to catch you next time . . .
There won’t be a next time? That’s such a shame. Well, thanks anyway.
DISCLAIMER: This fictitious scenario is played out in commiseration for those who’ve had list members ruthlessly unsubscribe the day they asked for a sale. It’s not intended to offend, cause un-subscriptions or solicit purchases!
But maybe there’s another way.
Scenario Two. A different conversation
Wow, what a day! Firstly, let me thank you the work you put in to help our Stay At Home project.
You’re so right! Isn’t it great to know that as a result of your efforts yesterday another ten elderly folk will now be able to stay in their homes.
They’re such great people aren’t they? So dignified, and so grateful for everything you do, even though it’s only a couple of hours of your time.
I know, it’s incredible how much you can get done when your clan joins forces.
Another piece of cake? These seniors sure know how to bake.
By the way, we’re hosting another event soon. All the details are on our Facebook page.
We’re bringing you as builders and renovators together with the folk who you’ve been able to keep in their homes. And they want to bake up a storm.
It’ll be a great opportunity for you to meet some of the other building trades in your area. And of course, if you’re a renovator, it’s a brilliant way to source a good trade.
We’ll also announce our Bob & Bill’s Timber Company Tradesperson of the Month, so make sure you’re there. It could be you.
Yes, I know, we were so pleased that last month’s winner got more business than he could handle from all the publicity.
See you there.
Bob and Bill
PS. We’re organising another eco-tourism tour to Indonesia next year to help do some reafforestation and visit the Oranguatans. Would you be interested?
PPS. Our sales were up a massive 20 percent last month. Our grateful thanks for your endorsement of our new timber frame products.
Aligning your clan to a common cause
Bob and Bill have an active ‘help and be helped’ Facebook page for DIY renovators and builders. They engage members of their clan in a few hours volunteer work each month to support their Stay At Home project. It aims to keep the local elderly in their homes by providing basic maintenance they can no longer do or afford to pay for.
In return, they actively promote local trade people’s businesses and their monthly award for the Tradesperson Of The Month is coveted for the publicity it garners.
They also organise eco-tourism tours to Indonesia in an effort to re-afforest areas previously decimated by logging.
DISCLAIMER: Bob and Bill and their timber window frame business are also fictitious.
They do however, demonstrate how we could have a different conversation!
A piece of cake
These two and the cake weilding elderly they helped to stay in their homes, became dear friends as I wove them through my newly completed book, Clans. Supercharge your business by harnessing the passion of people online.
In outlining the 7C Plan to Clan™, they created the perfect example of how a business not usually associated with building and nuturing a community could do so, to everyone’s mutual benefit and to that of their bottom line.
Both their charitable endeavours align perfectly to their business.
Both allow them to have, and keep on having, a different conversation with their clan.
There IS another conversation to have. It’s a way that benefits so much more than just our bottom line.
Next time you email your list, consider this: What would make them excited to be part of your clan? What could you do together to make a difference that would bind you in a common cause? How could you have this different conversation?
It’s really just a piece of cake!