I had an altercation at the gym last week…

Altercation. Sounds scary, huh? Here’s what happened.
(Cue crescendos of harp music and screen dissolve to interior, gym, daytime…)

Just Another Morning At the Gym (Or So I Thought)…

So there I am, at the gym. Going about my morning workout. I find (what I thought was) a vacant bench press and start setting it up. A minute or so later a guy (a regular I recognized) approaches: “Are you using this?” he asked?
“Yeah,” I said. “Why, were you on it?” He doesn’t answer. He just charges off, huffing in frustration.

“Claiming” Equipment in a Community Gym is Always Dicey…

Then a moment later he’s back. “Didn’t you see my stuff on the ground?” He demands incredulous, with a gesture to some keys and a water bottle halfway between the bench and a rack of weights.
“No. But regardless, people leave stuff on the ground all the time and just forget all about it. You never know who it belongs to. Moreover, I don’t think you can “claim” equipment in a community gym by dropping your stuff in its general vicinity,” I respond, not appreciating his tone or behavior.

Aggro Gym Guy ATTACKS! (Or “Don’t Be a D*ck”)

 “I was just trying to find weights. I let you have this (bench). Be grateful. Don’t be a d*ck,” he retorted in anger, stalking off across the gym. (Oh man if I had a Nickel for every time I’ve heard the phrase “don’t be a d*ck,” I’d be sittin’ on a mighty tall heap of coins. ;-) )

Anyway, I always thought the guy a bit too energetic (I’ll let you decode that for yourselves).

Observing Aggro Gym Guy in Action

But irritated by his actions, I observed him more closely over the next couple of days. And I noticed he constantly asked of gym patrons if he could “work in” (this is when someone wants to share a piece of equipment you’re using, doing their sets while you’re resting between sets).
Many gym goers are irritated by requests from fellow patrons to “work in.” A common attitude is “Hey, I waited my turn. Now you wait yours.”
This guy, however, is very insistent. If someone balked or refused to acquiesce to the guy’s request, he came right back at them, arguing his position. I witnessed several verbal altercations as Aggro Gym Guy continually pushed his agenda.
I realized he’s just a flat out aggressive, demanding guy. He can’t help himself. He’s constantly in forward motion, and can’t stand to be slowed or deterred (irrespective of how it affects those he encounters along the way).
Watching this guy in action reminded me of how people’s business communication styles vary.

Everyone Has Their Own Communication Style

Some are quiet and reserved. Others are loud and forthright. And some are aggressive and forceful.
Of course there isn’t (necessarily) a right or wrong approach. But your individual approach IMPACTS  how you’re perceived and in turned judged (as I judged Aggro Gym Guy to be, well, overly aggressive).
And when it comes to marketing and sales, your approach often determines successful or failure.

Moving Mountains Vs. Starting Wars

Boiled down to bare essentials, marketing is communication.  It’s a very important part of developing relationships with prospective clients to win new business. And it’s equally important in fostering relationships with existing clients to garner repeat business.
There’s a fine line, however, between keeping in touch to remain top of mind, and being pushy and obnoxious in pursuit of a sale. Persistence and Aggression are opposite sides of this coin…
Persistent – Keeping in touch (to remain top of mind). Persistence moves mountains… A river cutting a path through a mountain range.
Aggressive – Constantly reaching out (to push a sale). Aggression starts wars… Germany instigating two world wars. (No offense to Germans. The reference just makes for a good analogy – know what I mean?)

A good Rule of Thumb

A seasoned and successful freelance writer described her prospecting process in an interview I once heard as: “I just keep following up until a prospect flat out tells me ‘No, I don’t want to work with you.’”
 “Hey, I’m here if you need me,” keeps you top of mind, without forcing your agenda down anyone’s throat. It’s persistent, not aggressive.

What About You?

What’s your communication style? How has it affected your business? Has it hurt or helped? Swing by my Google+ page and share your insights.