Mark Stevens is at it again. This time, the guy who informed you that Your Marketing Sucks (Crown Business) wants you to know that God Is a Salesman (Hachette Book Group USA/Center Street). And no, heâ€™s not kidding.
Say what you will about his provocative titlesâ€”clearly, Stevens is doing something right. Heâ€™s the CEO of MSCO, a management and marketing firm. His marquee-name clients include Nike, Starwood, GE, and EstÃ©e Lauder, among others.
Pharm Exec recently spoke to Stevens about his creative process, his new book, and his sales philosophy.
Stevens said that on a hike with his dog, he began to consider â€œthe fact that 5 billion people in the world believe in God, but they donâ€™t have any empirical evidence. In everything else in our society, we want to see proof. We say, â€˜Show me. Prove to me.â€™ And with God, itâ€™s not that way.â€ Because, he says, belief in God requires faith, trust, and loyalty, Stevens determined that these elements comprised an intrinsic part of what he calls â€œinvisible selling.â€ The philosophy runs through his most recent book and through his online presence at www.msco.com.
Stevens recently wrote on his blog, Invisible Selling:
â€œAll of the astounding things in life are invisible: great ideas. Timeless music. Endless love. Unshakable faith. And God. All of the greatest beings in the world worked in the realm of the invisible. Jesus. Einstein. Mozart. Abrahamâ€¦ So often, the best advice, guidance, and mentoring is in seeing what is not visible and understanding how it works. And then applying it to your work. Your success. Your lifeâ€¦ Do your customers have faith in you? Have you given it much thought? Or are you too busy creating catalogues and Power Points?â€
According to Stevens, the five guiding principles of invisible selling are as follows:
- Treat everybody like a family member.
- Make a 100 percent guarantee to your client
- Remember that itâ€™s not the product that counts, itâ€™s the provider.
- Recognize that people buy trust before they buy products or services.
- Make people an offer they canâ€™t refuse.
Time will tell whether God Is a Salesman achieves the success of BusinessWeek best seller Your Marketing Sucks. Itâ€™s safe to assume, however, that Stevens has faith that it will.