What do baton twirling and self-promotion have in common? 

Yesterday I bought something I normally wouldn’t buy. It wasn’t because the saleswoman was pushy or had a witty sales line. In fact, all she did was connect with me in an authentic way.

As I prepare to launch my new program, Grow the Extra Mile™, I’m struck by the power of this woman’s sales skills. Many of my colleagues want to grow private practices or businesses, but like most people, they don’t want to use anything that feels like a pushy sales pitch. I can certainly relate. That's one of the reasons I developed a program that teaches people how to grow their businesses authentically.

But I’ve gotten ahead of myself. Let me start at the beginning: 

Last night I pulled into my grocery store parking lot. As I stepped out of my car I noticed a card table and two teen aged kids standing in front of the only store entrance. Since this is a common occurrence I assumed they were selling candy to raise money for a project.

My first instinct was to figure out a way to pass them gracefully without buying anything since the last thing I need is a box of candy bars. 

But as I contemplated my strategy, I noticed the two teens were skillfully twirling batons.

A moment of nostalgia washed over me.

I felt a tug in my heart.

I had to buy whatever it was they were selling. 

Why was I so eager to buy their box of candy?

As you probably noticed, I was a baton twirler when I was in grade school. I immediately felt a connection to these kids and wanted to support them. They didn’t even ask me to make a donation. I just went up to their table and said, “How much is this box of peanut brittle?”

Good marketing is all about making an authentic connection with the right people. 

Had these two kids been sitting at their table soliciting for money, I would have passed their table with a quick smile and “No thanks.”  Instead, I was easily drawn in because I could relate to their quest. 

It's an important reminder to all of you who are trying to grow your spiritually based private practices or businesses. Being authentic is the best way to grow. When you're authentic, you more easily connect with the clients you want to serve.

1) Be yourself

Don't act like a used car salesman unless you are one. 

2) Be visible

If people don't know you exist, they can't participate in your services. Find a way to be a consistent and meaningful presence in your community.

3) Be articulate

Know exactly what it is you offer. This may sound obviousy, but many people don't know how to articulate their servcies. Practice different explanations and run them by an honest friend to get feedback.

BONUS HINT

4) Keep a look out for Grow the Extra Mile™. Registration goes "live" on Friday at Noon PST.

Click here to sign up for Grow Up Ezine if you don't receive it and want to get the email reminder. 

P.S. The peanut brittle was great! I'd share, but it's gone.

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Caitlin and Caulin Shannon said:

Hello these the two teenagers that were out in front of Key Market. I would like to thank you for writing this, it was very interesting to see how we actually impact the public. We have met some former baton twirlers and it is alot of fun to talk with them and see the difference of how twirling is today and back then. Both my brother and I enjoy this sport very much and we love showing the world that baton still exists. Thank you!!!

October 30, 2008

Amy said:

Thanks for writing, Caitlin and Caulin. You're both quite talented with a baton! You even inspired me to get mine out (I still have it!). I was never as good as you, but I still had a lot of fun! Good luck with raising money for your trip. Amy

October 30, 2008 | url

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