Many people who don’t like networking on the internet won’t use it because they are concerned that it wastes their time.
If you want to make sure you don’t waste anyone’s time, and instead become a trusted contact of everyone you know, and get business out of online networking, then it is essential to learn about how to use ‘Pull’ marketing.
So what is Pull marketing, and how does it differ from Push marketing? Here is my simple definition and some examples of how to use it, however you do your networking.
Push marketing is when the customer doesn’t want your product or service. Pull marketing is when the customer does want your product or service.
To understand Pull and Push marketing, you have to become the consumer. Put yourself in the shoes of your prospective customer. A good way to do this is to remember when you were last a customer yourself.
Remember the last time someone tried to sell you something you didn’t want? That’s Push marketing. You get a call from someone selling double glazing. You don’t want double glazing, at least, not now. If you’re anything like me you’ll find the experience frustrating and time wasting, but also it may make you feel a little bit guilty, because many people find it difficult to say ‘no’. Imagine what these feelings do to the reputation of your brand with your customer!
Now remember when you last needed help with something and someone put you in touch with the very person who could help you. The person they suggested was just right – perhaps they were a specialist, or provided the exact product you were looking for, for the right price. This is Pull marketing at work, and everyone wins. You get what you want, the supplier gets a sale and your contact gets brownie points for doing a good job.
The reason why Pull marketing isn’t frustrating is that it is a mechanism which comes into action when the customer needs something and not before. ‘Before’ is the waste of time.
Using Pull Marketing when Networking Face to Face
At a networking event, Push marketing would be if you collected everyone’s business cards and subscribed them to your unsolicited email newsletter, on the offchance someone might need it some time. This is Push marketing, because the person you are mailing doesn’t want your service. Millions of hours a day are spent dealing with this menace. If you push like this you might get some guilty customers, but you won’t get a trusted network.
Conversely, Pull marketing would be if you spent your time at the meeting getting to know the people there, finding out what they are interested in and need to know more about, and putting them in touch with people you know who can help them. This is Pull marketing, because you seek out people who need something, and help them get it. On the face of it you don’t get much from the deal, but if everyone in the room does it they’ll all know you a bit better too, and next time your ideal client comes along with a need they’ll probably put you in touch.
So that’s my definition of Push and Pull marketing. Personally I subscribe to the Pull version. How about you?
Next time I’ll look at how you can use Pull marketing with Linkedin, and then Twitter. If you’d like to get the updates why don’t you subscribe to this blog? You can add the RSS feed or fill out the box on the right to receive it via email. Of course, this is entirely opt in!
image: Push Pull by Robert S Donovan
Sadly, so many people don’t understand that this simple concept is the way that the X, Y, & Millennial generations operate, and continue to utilize “push” marketing, then wonder why they are getting diminishing returns. The generations that grew up with the computer and internet equate unsolicited marketing info as “Spam” and treat it the same.
You know Brian I hadn’t thought of it as a generational thing before, but I guess you are right.
In the past we accepted unsolicited direct mail as an unfortnate evil we could do nothing about. Now all that has changed, as we can turn off (most of) the spammers with a click.
Many people I know who are good networkers don’t call it networking and won’t go to purely “networking events” because they don’t have time for real life spammers. But they are still networking, only in places where the spammers aren’t invited!
Hi Su,
Fantastic article and as Brian says a generational thing.
My granddad always said knuckle down work hard and you will get the respect and the life you want. My dad always said work hard and learn more for a better job prospect.
My granddad taught my dad to work hard my dad thought me the work hard learn more. The only thing I could never get my head round was how they went about with the advertising LOOK AT US – WE ARE THE BEST – everywhere they could afford to put this. It was all so pushy. This does still work because put it out there in large amounts and everywhere you can you are going to get bites. just keep pushing.
I have taken the advice of both and as my dad did I am teaching my boys the same and create friendships now.
My eldest Matt is 11 and besides Ben-10, psp etc. he loves cars and wants to be a mechanic and build cars like in The Fast & Furious. He has already written some stuff that he knows about the cars and made drawings. This is all ready when he is old enough to join the likes of facebook etc. He has already chosen a name and when we have moved down south he will get his own site to post blogs and find like minded kids his age. Sharing information trading cards etc.
the thing with pull marketing is going back what we know best talk to people find the people of best mutual interest like what kids do this has been said before and its true look at your kids the can teach us a lot then go and tell your SON (Social On/Offline Network). Do you like spray-painting then find a mechanic who loves to build cars. Do you programme computer-games then find someone who loves testing and writing about them.
Everybody markets there business in some way the best thing from pull marketing you gain loads of advocates/friends who talk about your business and you about theirs and so on.
Looking forward to the next blog and when I have moved down south to meet up for a coffee and chat.
Jay
Hi Jay,
Thanks so much for your heartfelt contribution, some great examples too.
Definitely looking forward to that coffee!
Su
Interesting article which highlights the need for patience and being genuine in your business dealings. It all comes to he who waits.
.-= Andy´s last blog ..All Hail The Little Greene Paint Company =-.
Great article and comments