How to Make Selling Unnecessary

red auerbach
“Just do what you do best.”
~Red Auerbach

 A guy named Peter Drucker said, “The aim of marketing is to make selling unnecessary.”
In that light, anything you do to solve your clients’ problems and make them happy is marketing.
Because doing so makes it more likely that your clients will either buy from you again or refer others to you. In either case – a repeat sale or referral – selling is largely unnecessary.
geoff elfstrumCase in point: My insurance agent, Geoff Elfstrum.
Last week, he solved a problem with a device I had installed on my car. He took the time and effort to call me, apologize for the problem, and get the vendor to fix it.
Good work Geoff! I’m happy about that.
But then he invested more time and expense in sending me a handwritten note of thanks for my patience… with two $10.00 restaurant gift cards enclosed.
Fantastic work, Geoff. I’m delighted about that!
As a result, I’m telling everyone I know — here in my agenda, on my blog, Twitter, Facebook, LinkedIn, and continuing on to every conversation I have in the coming weeks whenever insurance pops up.
Geoff is going to get repeat business and referrals from me. And no selling is necessary for him. Because he is such a smart marketer. He Gets It!
Food for thought, eh?
Just so I can make selling a bit more unnecessary for Geoff, you can reach him at
By the way, Dinner at Red Lobster was delicious. Thanks Geoff!
Thanks for allowing me to rant…

red auerbach 2

 “An acre of performance is worth a whole world of promise.”
~Red Auerbach


About Lance Berwald, Coldwell Banker Burnet

I am a real estate aspirant and scholar. Always seeking to learn more about an every changing world and industry. Come and seek the truth about life, real estate and what motivates us each and every day!
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