In this era of human centred sales and marketing with better informed consumers, I’d like to talk about flannel.
Not the flannel you wash your face with — the other kind. The vague, slightly misleading language we’ve all heard in sales promotions. Words doing a lot of work while saying almost nothing.
These days customers have researched before they ever speak to us. Flannel doesn’t just fail to impress them, it insults them.
There’s a better model, from author Donald Miller: make the customer the hero of their own story. The promoter is there as the guide.
A guide doesn’t need flannel. A guide tells the truth, points the way, and lets the hero decide.
In this era of the better-educated customer, it’s the only thing that actually works!
Thank you for reading.
Author: Richard Bull-Domican, founder of New Era Financial Introductions, a B2B lead generation consultancy with over twenty years of experience. The perspectives shared here come from two decades in the field; not theory, but practice.
I create small, digestible guides on Gumroad for business owners who hate aggressive tactics and prefer relationship-led approaches. New resources are added regularly. For longer reads on lead generation and the human side of sales, follow me on Medium and join the daily conversation on LinkedIn.
Gumroad: https://richardbulldomican.gumroad.com/
Medium: https://medium.com/@richard-bulldomican
LinkedIn: https://www.linkedin.com/in/richardbulldomican/
