Is Enchantment Really The Secret To Marketing?

When was the last time someone described a salesperson as enchanting? Imagine being a fly on the wall and overhearing someone describe you as “enchanting.” Not a bad way to start your day, right?

Guy Kawasaki (Co-Founder, Alltop, and Founding Partner, Garage Technology Ventures) did a great presentation at ad:tech San Francisco about “Enchantment – The Art of Changing Minds, Hearts and Actions.” Ever since we launched the “Search for the World’s Greatest Salesperson” last year, we’ve interviewed over 30 CEOs and thought leaders on sales, marketing and selling in the 21st century. Everyone had differing opinions about what it takes to be successful in today’s business landscape, although there was general agreement about the qualities that make a successful sales professional:

Guy broke down the 10 key factors of becoming more enchanting, which line up nicely with what we’ve uncovered as well.

Here are his 10 pillars:

  1. Achieve Likability
  2. Achieve Trustworthiness
  3. Get Ready
  4. Launch
  5. Overcome
  6. Endure
  7. Present
  8. Use Technology
  9. Enchant Up
  10. Enchant Down

On their own, some of the points mean absolutely nothing which is why I’ve included the SlideShare presentation and short YouTube video. Guy is an incredibly bright, insightful and maverick thinker and I’m sure you’ll grab a few kernels of wisdom from him.

(As a boss and CEO I particularly like his tip at the 7:14 mark of the video. :) )

What’s your opinion? When you think about some of the most “enchanting” people you’ve met, what were some of their qualities? Comment below.

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