Sales Lessons From a Jehovah's Witness

On a coaching call with Dutch artist Anook, this morning, and her doorbell rings.

She walks off camera, comes back, and tells me it was Jehovah’s Witnesses.

Instantly I turn the moment into a lesson – whereupon she jokes that I should write about it.
and thus, another email gets born.

As I’m fond of saying: EVERYTHING is fair game when you’re doing email marketing.

Now before you get me wrong: I don’t judge anyone, and I don’t mind anyone’s beliefs as long as nobody gets bothered or hurt.

But, I personally don’t like the idea of proselytising, or preaching, or converting people, and I’ll explain why – and why it matters to sales.

Two useful lessons in this.

Hear ye, hear ye.

First thing to learn is of the ‘bad example’ kind.

Not sure what it’s like in your country, but in Holland these people have a reputation for being quite pushy.

Don’t take no for an answer, and argue with you until your milk burns on the stove.

The ones I’ve seen in Spain, they hear ‘no’ and take their leave respectfully.

Which, I believe, is key: yes maybe it’s good for an individual to believe – who’s to judge?

But if the person is coerced and manipulated into believing, I don’t think it’s going to stick.

In my opinion, it’s something that should come from the inside, it should be a person’s own free will and decision.

For selling your art (or anything else) the same thing applies.

Maybe you know, for a dead certain fact, that this or that person would truly benefit from a purchase.

But if they’re pushed over the edge, if they’re made to?

Then I doubt they’ll end up truly happy.

Buyer’s remorse is only seconds removed from a forced purchase, you know.

Instead, you advertise whatever good message or good art you have, and you let the other person make up their minds in their own good time.

THAT’s how you get a happy customer.

And, it’s what I consider an ethical way to sell.

The second lesson is about something these folk do right: They just do. not. give. up.

Regardless of whether or not it’s right to knock on people’s doors, the sheer resilience and stamina they have is impressive.

I mean, imagine what it’s like to see the door close on you, over and over and over again.

It’s tough. Really, really tough.

But they just keep at it – and that’s a lesson we can all take home.

This is why in sales trainings, you learn to cheer when you get turned down.

Because for every no, you know that you’re one step closer to a yes.

If it takes 100 times ‘no’ to get one sale, you know that the faster you get to go through those 100, the faster you get the sale.

And yes, that takes thick skin, and a whole lot of grit.

In the end, there’s a number’s game in sales, no denying it.

You send an email, and another, and another.

And no fishy go bitey.

The worst thing you can do at that point is to say it’s not working.

The best thing you could do?

Send another one.

Alright, I’m off. I have a call with my photography teacher coming up.

Meanwhile, get art sales lessons here –>

In your own good time, of course.



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