Evangelism is a term that has been originated from the Greek which means "bringing the good news", so is the work of an evangelist in business. Evangelist's job is to state publicly the excellent news and the right side of any product which will compel everyone to use the product and make them more creative as well as productive. It is not just about marketing any product or service; it is what an evangelist believes in a product or service that he/she wants others to experience and use it.
Difference Between Sales and Evangelism
The word "sale" comes from the ancient English term "sellan" which means 'to give'. More explicitly "sellan" means 'to provide someone something in exchange or substitute for money'. A salesperson hardly ever speaks from his/her own experience. Their main intention is to sell the product or thing by any means.
Whereas, good evangelists are not provoked or obsessed by what they can achieve from selling a product to someone; instead they are motivated using an actual excitement with passion around any specific product or technology and hence want to share that with others. The role of an evangelist is to augment awareness as well as excitement by sharing his/her own experiences while using the new creation. Their prime goal is not about sales. Their entire psychology depends on authenticity and personal experience.
When an enterprise is good enough with business and proper engineering of the product, they can take help from evangelists to experience their product and let the entire world know about it through them. But one thing you have to make sure that evangelists do not take and experience your product until it is really very good and out of the box thing, and if they don't use your product, or don't get satisfaction after using your product, they will not evangelize the product to the market and customers.
If your product or service is like some other common product, then you cannot go for evangelism, and hence you have to stick to sales (which is the second option that is always open).
Key Features in Your Product to Target, a Wide Range of Customers
- Target the young: Your product should be such that it catches the sight of a young and new generation. This will help you get early adopters and then gradually the old people also. This strategy also helps your evangelist get a nice sketch of what you are planning and how you are targeting your customers.
- Make your enterprise tag a brand: You have to work hard to achieve that, but there is no limit of the time. It can be within a year or might even take ten years or more. It depends on what you are selling as a product or service. Evangelist will also look into that and decide if he wants to evangelize your product in front of everyone or not.
- Feature your customers: You can use your customers and showcase them in ads and promotional videos. This will show that your real customers are using your product and they are happy with it; they had made their lives better and smarter using your product. This is kind of self-evangelism you can create for your product or services. The ads and promotional videos might also feature these customers saying good or giving smart feedbacks about the product you are selling. This ultimately humanizes the brand.
The Art of Schmoozing
Schmoozing is closely related to evangelism where you have to create a good network and build a personal relationship which can help connect entrepreneurs with evangelists. The two key concepts used in schmoozing are:
- First, good schmoozer's are good conservationists. A good conservationist is one who doesn't just talks, rather they listen (good listeners) to what the other person or entrepreneur is saying about any product or service.
- Second, to be a good schmoozer you have to have a default mindset of how to help others - how to help the entrepreneur and suggest him for better, how to express the product in an excited and shining way.