subject: Selling As Education [print this page] It would seem the days of the hard sell in your face take it or leave it attitude are long gone. In internet marketing, not only does the seller reach out to being an authority but the buyer wants some of that too.
Buyer as authority. Your customers, at least initially, may not know a lot about your product or type of business. They don't just want a product, however. They want to know what power of authority it will give them. This could take various forms. For example, simply giving them kudos from friends and family by owning the product or the knowledge they've gained from it or finding out about it. That is, they know something most other people don't know.
Buyer as autonomous. They may want your product because it gives them autonomy. It moves them into a position in their business or life where they're not dependent on the products or knowledge of other people. In other words, they're reaching out to freedom in their lives. If they're involved in building their own business, which most people are who are involved in internet marketing, they want your product to help generate money in order to reach that freedom.
Seller as educator. So, selling becomes a way of educating the buyer about your product, business and how it can help them move to or reach the authority and autonomy they want. That means educating the buyer about the product and its uses. This can be done to some extent as part of the sales process or after purchase - which, of course, can lead on to other products.
Seller as leader. This view also means taking a lead in the internet marketing arena or, at least, in the area your business or product covers. If this lead isn't taken then buyers will look elsewhere to get the leadership they want in order to reach their goals of authority and autonomy.
