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What Is Education/Permission Based Marketing? If you talk or look like a sales person, it is a pretty good bet that you are a sales person. When a professional gives a pitch to a prospective client, you are just another sales person. Up go the barricades. Once you are perceived as a sales person your credibility is out the window and the trust level decreases at a million miles an hour, even faster. The difference between Traditional, Institutional Selling and Education/Permission based marketing revolves around control. The sales person tries to take control of the situation and resorts to every know method ( trick ) to get you to do what they want you to do. The sales person is about getting you to do something you may not necessarily need, want or can afford. It is an adversarial game of wits, tactics and who has the strongest will. And it is all about their way, not yours. Education/Permission based marketing is very different. It in no way, in your wildest dreams, makes any attempt at controlling the prospective client. You the lawyer, are only intent on Educating the prospect, by Educating them, problem solving whatever it is that concerns them via pre-planned and prepared flyers/Q&A's all tailored to suit your particular legal topics. In the process you are developing a relationship allowing them to get to know you as a real person. And they are seeing you as a giver not a taker. All the while, they are also getting to know your services, building trust, reducing the barriers that eventually leads to them giving you Permission to do business with them. This way they are always in control. They are not being sold. Education/Permission based marketing is about treating prospects with respect, courtesy and dignity. It makes you different, very different to the multitude. The prospect at all times has the power, the choice to do business with you. They are in control. Some prehistoric operators do not like the concept of the prospect/client being in control, but that is ok, as the enlightened reap the rewards. Pretty good chance you will end up with clients from those that still try to do things the outdated traditional way that just doesn't work like it used to. Hence the gimmicks, the ever increasing noise and repetition, to get someones attetion. Education/Permission based marketing is a much calmer approach that takes you out of the fray. Consumers today are more savvy, more demanding, less trusting and prepared to walk, if they are not being treated right and feeling that they are not getting value for their money, they are gone. Acknowledgements Author of "Permission Marketing" Seth Godin. Marketing Consultant and good fiend Trey Ryder, Arizona, USA I have adopted the best aspects of their respective skills and Australianised it for the Legal Profession.
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