Maybe ... no, you must have seen them. Those Advertisements. They are different from what you normally see when a House is for sale...
Marketing (more than Sales) is surrounded and ruled by emotion. Advertisements for example are seldom (only) about facts and about objective information. Before you are to sell something you should pass through the personal firewall. Your campaign should light a fire. Confidence belongs also to this emotional area.
At the same time Sales (more than Marketing) should be objective and rational. After a warming up accomplished by some marketing preparations, there should be a moment of truth; the potential client wakes up from the dream into the real and objective world of needs and necessities.
To sell a product as expensive as a house you engage (the client) in a game where subject and object visit the house at the same appointment. You walk through the rooms, you have a look at the garden, and you think about the advertisement you noticed when you drove through the ward;
"They are selling me."
You smile. A nice find. But you pass this one. The house is for sale. It is a house you could imagine buying, but the situation is a bit unbalanced. Is it too much marketing? The emotional effect didn't last long, and now you spend more time looking for the real information. "What am I missing here," you wander. "Is there something wrong with this house?"
© 2006 Hans Bool
Hans Bool is the founder of Astor White a traditional management consulting company that offers online management advice. Astor Online solves issues in hours what normally would take days. You can apply for a free demo account
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