Attraction as a Sales Marketing Strategy
When you think of “attraction marketing” think of it as a “new school” sales and marketing strategy as opposed to the “old school” sales and marketing strategy.
In the old days, every “great” sales and marketing strategy had it’s foundation in a “PUSH” mentality. A business would manufacture products and then it would be up to the sales force to market or PUSH those products into the hands of consumers. It was the sales staff’s job to create demand. If a customer said, “No,” that was the cue to begin “pushing” for the sale.
If you need an example of “old school push marketing” sales mentality, look to the Big Three US Automakers. For years, Ford, Chrysler and GM have been churning out cars that no one wants to buy. (Read the WSJ “Three Vehicles Detroit Should Build“… I’m ready and waiting for the 7 passenger vehicle that gets 30 mpg!)
Contrast that with the “new school” approach which is based upon attraction as a sales and marketing strategy. Products and services are created with the CUSTOMER in mind. The customer is seeking solutions and the sales and marketing strategy is designed to PULL customers in and attract them to the business.
Starbucks is an outstanding example of “pull” marketing. Starbucks began with a simple “pull” principle: provide a place for freelancers and other home based business professionals a place to do business. Selling coffee was almost an after thought. (Read Dear Starbucks, I’m Coming!” for social proof.)
Attraction is all about focusing on the customer’s wants and needs and then packaging your products or services accordingly.
