Doctor my eyes…..

Doctor my eyes…..

I was sitting in the eye doctor’s office this week, watching a TV advertisement they have running. It follows every marketing trick I know.

Looking around the waiting room I am starting to judge his business based on what looks to be well-placed marketing tricks to get you to buy. The right materials, the cards with hand written testimonials, and the celebrity/media endorsements of the very ideas they believe in.

So often when we hate being sold, it’s this point we start putting up walls, guards to protect us against the sales pitch that is coming.

It had been a year since my last visit. I have been through so much and had forgotten who this man was. I was introduced to him last year when my wife Gwynne set up the appointment. She trusted this man and she is a very good judge of character (after all, she picked me). But for the moment I had forgotten this and was planning my prep for what this doctor was going to sell me.

The best thing happened when he entered the exam room: here was a guy who really has purpose behind what he is doing; he is not just here to sell me a new pair of glasses. He really wants to protect my eyes, to help keep me from losing my vision to early.

Wouldn’t it be great if, after all the marketing tricks we have to do, we actually helped people? Whatever happened to the world where we actually help people, instead of convincing them this was the product they need, or to just sell another pair of glasses?

Why have we become an online world that is focused more on selling the tools than on making the connections?

While attending many functions over the past few years, I notice the numbers of people who show up when you have a training about how to use a tool that will help them get numbers, rather than teaching how to connect with people so they trust you when you recommend something.

In the social media world, I’ve watching as many focus on how they can get followers. They think that the biggest secret is to get as many followers as they can. Make yourself look like a celebrity on Facebook and Twitter.

This focus has become an automated “follow game” with no connections. This is why online people are running to events and trainings to learn how to get followers, how to use the algorithm to “hack growth” the system. They think it’s about the masses finding you.

One of the online things that really gets to me and makes me wonder is the “follow game” on Twitter. Each day I get about 20 to 30 new people following me on Twitter. Then each day about 10 to 20 people unfollow me. The strange thing is the ones that unfollow are ones who just connected two days earlier. They had the automated plugin that sent me a private message on Twitter telling me to go somewhere else and opt-in or buy or follow. Then they unfollow you.

I believe their only focus is to build a large following and make it look like tons of people like them, while they only follow a few people.

On Facebook, one of my favorites is all the people asking questions. We talked about that in last week’s blog post about how to use questions. But they are all about the fast sale questions. Like those things on the wall at the doctor’s office: they are all directed to get a quick and fast know and trust. They forget about getting to people to like.

The focus is on the fastest route to the sale. The marketing hack that gets the deal. Using the right words that convinces people to buy from them – sometimes when they do not need what’s being sold.

This brings me to the idea of self-help, as we discussed in one post this week with my friend Charlene. It still bothered her, as it does many of us, that 90% of the people who buy our books and programs never finish them. They have tons of toys but are only playing with the box.

So what are we to do in this world of people who have become consumers, and not doers, completers?

We need to become like the doctor.

Yes we need to use marketing tools that get people’s attention. Facts, testimonials, TV doctors who stand behind the products or services we share and help with. We need to do this because they are marketing ideas that work and register with the brain to get the “know, like, and trust.”

We need to build relationships, with these people. We want them to go check out or videos, blogs, online programs, courses, and attend our events. But we need to know who they are.

The doctor had all the notes from my last year’s visit; he has the photos of the tests from last year; he keeps his records and his equipment up to date so he can serve and help me to keep my eyesight. He even spoke about new equipment that was coming so he can detect problems faster and cure them before it’s a problem.

One of the nicest things he did when leaving was said anything to do with your eyes call me first. From eye drops to anything call and come see him; he wants to protect my eyes.

Imagine if you had a meeting with your clients just once a year and you told them that. Hey, call me when you need anything I can help with. What would that do to keep them as clients in your programs longer?

When I joined one of the master minds I’m part of, as a member benefit I was given the speaker’s number and told “You have unlimited five-minute phone calls with me, anytime for anything.” That was a big part of why I joined and have been part of the program for five years now.

Provide people with benefits that build your relationships. When they come to your events or are part of your programs, make the focus about them. Allow them to get off track if that failure is needed for them to see what is really best for them. Show them you care about them, not just the sale, or getting them to the finish line.

This week when I left the eye doctor’s office, I wanted to do what he said, yes they are going to fix my reading glasses, yes they made a sale because I had to pay for my appointment. But when I left, I knew I had to wear my sunglasses when outside. Yes I had to do things to take care of my eyes like taking a break from this computer during the day. But I left knowing that doctor cared about my eyes. After finding out his story, I learned he wanted to save my eyes unlike the doctor who did not help his mom, just sold her glasses and let her go blind because her eye disease couldn’t be fixed with one more pair of glasses.

So we need to become more about people. Yes we need to make sales. Yes we need to solve problems. But make sure you are doing both. We need a world of people who want to finish the self-help or coaching help programs not just get excited to start and put it on the shelf after lesson number two.

Did this post speak to you today? Did you decide to make a change after reading this? Would you do one of two things?

1.     Share your thoughts in the comments below. I want to know how this spoke to you, what you decided to change and do better.

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Thanks for reading.

Tim 

 

RockStarRockStarTim Gillette is the Creator of The Rock’N’Roll Keys to Business Success, using music, motorcycles and mentorship to create Entrepreneurs who lead. To find out more about upcoming webinars sign up here . Free Online Training that Rocks.

One Reply to “Doctor my eyes…..”

  1. Great post, Tom. I mean Tim! You’ve touched on some areas I’ve often thought about like how to get more butts in seats, frustration over folks buying but not using the products, etc. Yes, we need to really CARE about our customers.

    By the way, I’m curious as to how many of your readers will get the Jackson Brown reference. We’ll probably never know, but keep them coming!

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