On first pass, Guy Kawasaki’s encouragement to “enchant” your prospects seems a little hokey. But it makes sense, as most things do, with a bit of explanation.
Enchantment is not about manipulating people or trying to hypnotize them into buying your product or service. Instead, it’s a process of converting hostility into civility and civility into affinity. It’s about transforming your prospecting from a transaction to a relationship.
As the subtitle to the book suggests, enchantment is all about the art of changing hearts, minds, and actions. So, the next time you want to gain more than just another sale, try enchanting yourself to your buyer instead.
testacr22
Great article, I feel enchanted! The thing is that Guy is super enchanting. I wonder if you can get people with hypnotism? Could be how I jump start my career.
I love the idea of enchantment. I think sometimes it’s easier to think of this concept in relation to creating an experience for someone, rather than from a relational perspective. I’m not usually enchanted by my relationships with sellers, however I am definitely enchanted by the experiences they create for me. Disney is a wonderful example of a company which nurtures its relationships through the experience it provides.