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For a lot of people, it’s not an issue at all. For me and for some of my friends, it’s been a quandary. I don’t like squeeze pages. In fact, I think the very term reeks of manipulation. Squeeze pages are designed to give you two choices: opt-in to my mailing list or leave. Invariably there is a sense of urgency, like sign now for this limited time offer or lose the chance to get this information that will help transform your life. The offers of free information are seductive. And as a result, I’m on numerous mailing lists. By the way, I’ve found some wonderfully helpful material this way.
Yet, I’ve been puzzling over using them myself. In fact, I have one set up on my Smart Money Websites site. After all, they apparently work. Despite that, something has bothered me about them. I teach that a salesperson should help the customer buy through selling as a service. Sales can be done without controlling prospects, manipulating them or pressuring them. I’ve done it throughout my career. This approach makes for better relationships after the sale if you follow through.
So what is the problem? Why the quandary? It’s because few things in life are really black and white. After all, even when using a soft sell approach to sales – or selling as a spiritual service, you need to do the same things that a hard sell sales person must, like prospecting, qualifying, presenting, quoting, closing – which I think of as confirming the order, and follow up. The difference is in attitude and in how they approach the prospect. My question was how to apply these values to my newsletter sign up.
I can’t begin to describe how thrilled I was when I read Judith & Jim’s blog post “Soft Sell Squeeze Pages? A Contradiction?” They shed light on my inner turmoil. They stated the issue clearly. It comes down to power, “their intention is to assure that choice will be obedience to their command,” versus respect.
And yes, the attitude behind your use of the squeeze pages will determine your approach. If you come from the position of service and respect for your prospect, you’ll use invitation pages instead and do away with any effort to pressure. An interesting point here is that how we treat others has a major impact on how we view ourselves. I can tell you that 17 years ago when I cut my dealer out of a sale because I believed it was the only way to get the order, I lost his respect. Worse, I lost my own. And I’ve lived with that regret for all this time.
This means that it really is possible to invite someone to join your mailing list without squeezing them. By giving them the freedom to choose, you show that you care about your relationship with them, a better way to develop trust than to start by manipulating.
May your sales (and marketing) be fun and mutually rewarding!
NOTE: I tried to post this article a couple weeks ago but it never showed up so I’m submitting it again.
How to Ask a Closing Question
Gratitude Sets the Right Attitude
Heart Centered Selling’s not for Wimps
Have You Heard the MLM Lies?
Sales Motivation – Remember, There’s more to Life than Money
Trusting a Salesperson Is Tough; Liking Is Easy
If No One Cares, It’s Not a Unique Selling Proposition
If Sales Calls to You Are Win-Lose Battles, Read No Further
