Marketing: Is it selling or is it love?

I learned most of what I know about marketing and sales inmy mid-forties, working at a big-box retailer.

I wanted to clear all my debts before I retired from the Air Force, so I applied for a retail job in the computer department.  The guys I worked with are usually more about fixing computers than selling them.  But my manager sent me out on the sales floor often.

I made a lot of sales.  I was trained as a computer tech, but I made more sales than a good many trained salespeople.  Two months after the store opened, I broke their single-day record for sales of computer hardware and associated services.  And I only worked from 5 p.m. until 9 p.m., when the store closed.

It was my first sales job.  Like many people, I didn’t like the idea of “sales,” with its hucksterish connotations.  But I loved working the sales floor.  I loved selling computers.  I liked helping people find the computer that best suited their needs.  I liked the fact that we didn’t work on commission, so we weren’t motivated to sell people a certain computer just to boost our commissions.

When I finally realized how much fun I was having, I thought, “Why is this such a blast?  I thought I’d hate it.”

The answer was so simple I almost missed it.  I loved selling computers because I love computers.  I always have.  As a kid, I used to spend snow days at my best friend’s house, messing around with his dad’s TRS-80.  I was hooked.  I still am.

When I sold computers, I didn’t think of it as “selling.”  I was just telling people about something I loved, and helping them understand all the cool things you can do with a computer—things that make it worth buying.  I gave customers the information, and they made buying decisions on their own.

I have a passion for technology, and I communicated that passion to my customers. 

That’s how The Whittington Group works.  When we bring in new client, our first question is, “Can we get behind this?  Do we believe in it?”

Do we love it?  Just as importantly, do you love it?  Are you genuinely excited about it?

Passion equals commitment. Your company deserves both. If we’re working for you, it’s because we love the product you create or the service you provide. Or because we get the issue you've brought to our attention.  That’s it.

Yes.  We are very happy to see you. 

- Dave Duggins