Engage to Sell

Engage or Sell

Written by: Coach Online

One significant change is affecting many businesses and those that are dealing well with it are benefiting …. those that aren’t may be suffering.

The change is the difference between selling product and engaging an audience. Whilst it would be drawing a long bow to suggest that the days of selling per se are gone, they are certainly reducing and changing in nature. There are now many consumers who prefer to buy rather than be sold to and the changing landscape of business makes it so much easier for them to do that … online buying, digital marketing, social media, globalisation of markets (and business), larger businesses, more competition and so on.

So, businesses that continue to ask the question “How can we sell our product?” may be getting it wrong. Maybe they should be asking a different question “How can we engage a large number of people … who then may choose to buy our products?”

There are significantly different answers to each of these questions. And if this is a valid point (and we are suggesting it is) then the different answers lead to distinctly different approaches. How to sell involves proactive contact with consumers suggesting, in some way, they buy your products. How to engage will lead to actions like the provision of information that is relevant and valued by consumers, content that interests and inspires them, content and even events that attract their interest ongoing in some way, all that may eventually lead to them purchasing your products through their engagement with your business. Further, how to engage allows the question to apply to a very large audience and not just to those who might buy now/soon or who live close by.

Can you see the fundamental difference? By taking the latter approach, of engaging people, the spanse of activities becomes much broader as does the audience. It may take a little longer to eventually sell product but the reality is that many businesses today don’t have a choice … the pendulum swing from all of the causal factors mentioned prior repositions the consumer completely into not having to respond to sales approaches and possibly even to find them distasteful. It’s more about reach, interest and engagement now … so, enter digital marketing, the social media, different messaging, and the dissemination of important, relevant and interesting information … to engage a large group of people (across larger geographical areas that were previously not possible for many businesses) and then to be able to refine what’s being disseminated and to whom, to create a highly engaged but growing audience, who then become consumers.

The proposition above is completely fundamental. For that can relate to this you may already have changed your approach but if you haven’t it’s time to do so. Take the question to key thinkers in your business and explore the opportunities but be warned that many other businesses are well down this road and it is an ever changing landscape, so changing the ways you go about it is frequently necessary. There are no watertight formulae to get it totally right, and therefore trial and error is a part of the process, but with creative yet systematic approaches, results will inevitably come for businesses that stick at it.

If you enjoyed this article and would like to see others, then click on the link below.

Accountability BAS and Bookkeeping Services provide professional bookkeeping and BAS services to businesses in most Australian states.

What our clients say about us…

“I had the pleasure of being introduced to ABBS through Jo Bacon the WA representative. The professional service.  I have received has been so essential in assisting me with my new business, I am so grateful for the expertise, professionalism and excellent customer service I have experienced.” Marion B

“Thanks to Steve Cocks from ABBS we managed to get all the books up to date and in no time, … and that took the weight off my shoulders so I could focus on developing my business and moving forward in a more organized and structured way, keeping on top of things every month which makes life much easier.”  Elisabeth G

“As an ex-bookkeeper, I’m pretty fussy about how I like things done and I’ve found Caran from ABBS to be a pleasure to work with. She’s competent and efficient and now that I have her helping me with the bookkeeping for my business, I wouldn’t be without her.”  Sandy T

    “As a sole director of a regional law firm,  I’m very conscious of the need to have the proper business support, particularly in the areas of bookkeeping and trust accounting. Since I outsourced those components of my business to ABBS, I feel as if these vital components of my business are in expert hands and I can relax knowing that it is all being done properly , efficiently and legally.  Rob’s expertise with running a business including his insight with managing employees, his ready availability for a discussion at any time on any business matter, his advice and support, have been absolutely invaluable to CastleGate Law.  In addition, Janice from ABBS looks after my trust accounting through Leap with equal efficiency and expertise – she and Rob make a great team for any law firm.  Not only do I feel like I’m sharing the considerable burden of running a law firm, but I feel like in Rob I have someone on my side as a business owner, because of his implicit understanding of business matters, his encouragement and support. For all these reasons I cannot recommend ABBS highly enough as additions to any law firm or business partner. ”  Kate R

If you would like a brief chat or schedule an online meeting, then call me on:

1300 0 ABBS 0

(1300 022 270)

If you would like to get an instant quote:

To be able to provide you with a relatively accurate quote, we will need you to provide some core information that is used for this purpose only.

We suggest you have the bank statements or closely estimate the number of transactions on all business bank accounts and credit cards for the last three months.

2017 Queensland Bookkeeper of the Year Finalist
Registered BAS Agent
Xero Logo