by Jeff Molander, Conversation Enablement Coach, Speaker & Founder at Communications Edge Inc.

Selling on the web is quickly becoming less about marketers’ supply meeting up with customers’ demand, and more about customers themselves actively bringing their demand toward supply. In fact, they’re creating supply in many cases. And successful marketers are creating experiences for customers — not merely selling to them.

People now have access to so much content — and have so many ways to gather news and information — that the likelihood of your corporate message penetrating the clutter is virtually nil.

Instead, if you engage the audience in a conversation and learn what the social community is looking for and concerned about, you might be able to persuade them to hear your message.

In the words of David Weinberger at the 2007 New Communications Forum Lecture:

“There is no market for your message”.

Given the web’s increasingly social nature, today’s customers are bypassing ‘interceptive’ strategies like search and, yes, affiliate marketing. Tune in to the above video and find out what to do about it!

Jeff Molander
Jeff Molander

In 1999, I co-founded what became the Google Affiliate Network and Performics Inc. where I helped secure 2 rounds of funding and built the sales team. I've been selling for over 2 decades.

After this stint, I returned to what was then Molander & Associates Inc. In recent years we re-branded to Communications Edge Inc., a member-driven laboratory of sorts. We study, invent and test better ways to communicate -- specializing in serving sales and marketing professionals.

I'm a coach and creator of the Spark Selling™ communication methodology—a curiosity-driven way to start and advance conversations. When I'm not working you'll find me hiking, fishing, gardening and investing time in my family.

In 1999, I co-founded what became the Google Affiliate Network and Performics Inc. where I helped secure 2 rounds of funding and built the sales team. I've been selling for over 2 decades.

After this stint, I returned to what was then Molander & Associates Inc. In recent years we re-branded to Communications Edge Inc., a member-driven laboratory of sorts. We study, invent and test better ways to communicate -- specializing in serving sales and marketing professionals.

I'm a coach and creator of the Spark Selling™ communication methodology—a curiosity-driven way to start and advance conversations. When I'm not working you'll find me hiking, fishing, gardening and investing time in my family.

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