I recently met an incredible salesman. Danny owns a general contracting home construction company. What makes him an incredible salesman is that he doesn’t just seize every opportunity, he creates them.
Let me give you an example. At a restaurant for lunch, Danny was seated next to a family. He struck up a conversation with the family by asking them if they had tried the fried cheese sticks. The family replied that they had not. Danny told them the fried cheese sticks were the best he had ever tasted and that they had to try them. He then told the family that he would buy them the cheese sticks. Danny called the waiter over and told the waiter to give the family a plate of the cheese sticks on his tab.
When Danny was done eating, he asked the family how the cheese sticks were. This began a conversation where Danny learned that the family had just moved to the area. Danny took the opportunity to tell them about his company, gave them his card, and wished them the best in their new home.
Danny did not just create a marketing opportunity, he created a value-added marketing opportunity.
Value-added interactions leave an impression and get the best results. Danny didn’t just strike up a conversation and push himself and his product on the family, he added value to their life by introducing them to a new food and paying for it.
Will this family remember Danny?
Will they talk about that nice man who bought them an appetizer for no reason for awhile?
Will they think of him when they need work done on their home?
Value-added interactions bless the recipients. They also reap benefits for the giver. Jesus promised in the gospel of Luke, “Give, and it will be given to you. A good measure, pressed down, shaken together and running over, will be poured into your lap. For with the measure you use, it will be measured to you.” (Luke 6:38 niv).
Good marketers not only create opportunities, they create value-added marketing interactions.