I (as in Pam) was teaching a marketing class to a nice group of coaches last week when we stumbled into the concept of “non-attachment marketing.”
It came when I was addressing questions about how not to come across as disingenuous and awkward, clingy or pushy when talking to your market about your programs and services.
Here is what I said:
The paradox of marketing is that you do and should have a great desire to see your programs or products selling like hotcakes. You believe in what you are offering, and know they will solve the problems faced by your ideal clients.
At the same time, the way to have a strong, clear and productive conversation with potential clients is not PUSHING them to buy from you. You are not there to convince, cajole, trick or pressure a sale. You are there to see if you are a right fit for each other, and if you are not, to get them the right resource to solve their problem. In other words, you are not attached to the outcome of the conversation. A win would be buying from you. And a win would be buying from someone else who is a better fit for their needs.
Ready for the dating metaphor?
You would adore being in a loving and supportive relationship. You see the vision of a wonderful man or woman in your life not to complete you (sorry Jerry Maguire), but to bring out the best in you.
The best way to find this person? Spend each new date with zero attachment to the outcome. Get to know your date. Enjoy the conversation. Or realize it is awkward. Trust your gut. Don’t race ahead and wonder how s/he would look in wedding attire, or if s/he would like your parents. Don’t push hard in the first 15 minutes to make sure they sign up for a second date.
As the Brazilians say, “Melhor sozinho que mal acompanhado” – otherwise known as “Better alone than with the wrong person.”
Quiet, clear, non-pushy confidence is the most powerful magnet in the world.