This is actually the title of a section from "The McKinsey Way" a book that delivers insight into how things are done at world's top strategic consulting firm. The point of the statement is that McKinsey doesn't sell. It doesn't make cold calls. It doesn't knock on doors. It doesn't pound the pavement, yet it's the "top" strategic consulting firm.
How then, does McKinsey get new projects? In the words of the book, it markets. It markets by sending its own quarterly academic business journal to all of its clients. It markets through networking whether it's being on non-profit boards or attending conferences. This passage in essence, sums up the way McKinsey sells:
"But sometimes the right way to sell your product or services is not to barge into your customer's home with a bunch of free samples. Just be there, at the right time, and make sure the right people know who you are."
This too, is the essence of online video magazines. It's about using video on websites to have an ongoing conversation. It's about authentic storytelling that peppers in the marketing message in a subtle fashion, masked behind an engaging and entertaining streaming video. It's about looking like the expert (re: McKinsey's quarterly business journal) rather than forcing your sales pitch down someone's throat.
"Just be there, at the right time, and make sure the right people know who you are."
How then, does McKinsey get new projects? In the words of the book, it markets. It markets by sending its own quarterly academic business journal to all of its clients. It markets through networking whether it's being on non-profit boards or attending conferences. This passage in essence, sums up the way McKinsey sells:
"But sometimes the right way to sell your product or services is not to barge into your customer's home with a bunch of free samples. Just be there, at the right time, and make sure the right people know who you are."
This too, is the essence of online video magazines. It's about using video on websites to have an ongoing conversation. It's about authentic storytelling that peppers in the marketing message in a subtle fashion, masked behind an engaging and entertaining streaming video. It's about looking like the expert (re: McKinsey's quarterly business journal) rather than forcing your sales pitch down someone's throat.
"Just be there, at the right time, and make sure the right people know who you are."
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