How to influence people and attract more customers
Whatever you push against in life tends to push back against you. The alternative approach is to bring people, resources and customers to you, using the power of influence.
The direct approach can appear to be the best option. Which is why so many businesses still cold call prospective customers. I was talking to a business owner yesterday and I asked her how she attracted new clients. "I pick up the phone and try to get a meeting," she said. "OK," I replied, "who are you calling?"
"I usually work my way through a directory," she responded. Oh dear, I thought. She must be able to handle a considerable amount of rejection. The challenge with this approach is that she is starting without any relationship at all, with the person she is trying to get through to. Therefore, this is an extreme example of 'push marketing'. Another example would be the knock at your front door in the evening, from someone representing...