235New Marketing Reality 3The way most people try and sell is very much akin to the difference between
a one night stand and a marriage. The money is in the marriage model not the
one night stand. Marketers today need to get their eyes off the short-term model
of one night stands. You need to focus on the long-term. Frankly, you wouldn’t
use the same language and strategies for both goals. If you want to score a sale
tonight, you will say and do just about anything to close the sale. That’s the way
so many salespeople and so many marketing departments do it today. All they are
interested in is the next sale. The winners today follow the marriage model. Your
approach to entering into the marriage model would be quite different than if
you were merely taking someone home with you for a night.
The highest income earners today are not using outdated methods of cold calling
and customer manipulation.