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News & Views from Alchemis

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Call us for a chat on +44 (0)20 7836 3678 or Email Jim Piper or David Newman

Guest blog – business development through knowledge sharing

Here at Alchemis we are always keen to hear the views of others within the marketing services industry. So, with this in mind, here’s the first in a series of guest blogs – this one from Daniel McHugh of inbound and outbound call centre Leadline.

When the world economy plummets, it is easy to become self centred and focus on what is best for you, or for your business. We all have mouths to feed and bills to pay.

In all honesty, it seems like a fantastic idea at first, but, in terms of growing your business often it is better to be more generous when it comes to business, than following our natural instincts to think of Number One.

Your customers or potential customers have no reason to engage with you or your business, your products or services unless you have built trust and engaged with them.

Consider this:-

  1. A customer’s first instinct is to be selfish and think of themselves
  2. Other businesses base instinct is to be selfish and think of themselves


If you are generous and offer to be generous with your service, your offering and your time and think about others, they are more inclined to engage with you and your business!

‘In the world of business, the gift I give almost always benefits me more than it benefits you’

So does this mean free gifts for all?

A lot of businesses aim to pick up new customers and clients with the offering of a free gift. How many ‘Car Tool Kits’ ‘Free skin cream with the mascara’ ‘Free PAYG sim card’ do you actually need?

The reality is that free gifts cost both money to you as a business and don’t always encourage sales. Giving someone something for free doesn’t earn you trust. It buys you a little bit of short term confidence.

The only true way to gain trust with someone is to engage. The only way you will truly engage with someone as a business is to give them something to think about and the best way to do this is through sharing knowledge and ideas.

Heinz Tomato sauce and HP Tomato Sauce

So I use Heinz Tomato Ketchup and I have all my life. I’m on the way to buy some sauce from the local supermarket. HP Sauce is BOGOF or… Buy one HP Tomato Sauce and get a brown sauce free.

Which one do I buy? Heinz of course…

Why? Because I trust Heinz. No give away is going to take me away from a product I trust. The only way that I will get into HP is if they build trust and trust can’t be bought.

The Gift of Knowledge

It doesn’t matter whether you supply a product or a service, all firms have a gift of knowledge. A story to tell. A tale worth sharing. Some hints or tips that have lead to more business for you or one of your customers.

Most businesses are keen to find out how to engage with their customer and get more business. By sharing knowledge, you are providing your potential customers with much more than a free gift they can use once, like a bottle of ketchup. You are giving them something which they can use time and time again to grow their firm.

‘If you give a man a fish, you feed him for a day. But if you give him a fishing rod, you feed him for a lifetime’

How about a new perspective on this proverb.

‘If you give a man a fish, you feed him for a day. But if you teach him how to fish, you can sell him a fishing rod!’

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