Understand Your Buyer > How To Lose The Sale > The Spam Effect
What is it?
The Spam Effect is the art of “pushing” your offering onto unsuspecting people where there is little or no connection.
Why does it work?
It works to push clients away because no-one likes to be pushed. As buyers, we want to establish a connection and have our needs met. By definition spamming focuses not on the buyers need, but the sellers need to sell. It’s focussing on something the buyer doesn’t care about (yet) and as such can destroy connection and possibility of a sale.
How can you use it?
If you want to alienate your clients, make them feel uncomfortable or get them to unsubscribe from your mailing list- spam them with unsolicited offers and turn every conversation into a sales pitch. It’s remarkable how effective it is.