If you want people to know, like and trust you, and eventually do business with you, you should be constantly telling and selling. Right?
Maybe that worked back in the day. But it doesn’t work today. So let’s reframe the sales and marketing process and sell more by selling less.
How about instead of doing all the talking, you do more listening? And instead of constantly selling, perhaps you can do more educating?
Education-based marketing casts a wider net, attracts more potential buyers and creates more closes if what you have to offer is truly customer-centric and of value.
Done right, it is the least expensive, most effective marketing concept you will ever use.
Don’t do it like this
Not very long before I wrote this piece, I received a quarterly marketing newsletter from an executive search firm. This is how it begins. “Once a year we reflect on what we’ve accomplished. We are thrilled to report another successful year, and share our list of accomplishments and engagements.”
So what’s in it for me? How does that add value to the way I do business? It’s all about them, written from their point of view, seeing the world through their lens. It is the exact opposite of customer-centric messaging.
When Google made another round of algorithm changes a couple of years ago to penalize companies whose sites aren’t mobile-friendly, I was contacted by several companies to help them put up new websites.
Yes, it’s true, they all needed new platforms, bigger font, more images, and the like, but they also needed new customer-centric content.
How about instead of page after page of features and benefits about your products and services and people you instead include some checklists or downloadable white papers?
You likely say with some frequency about your customers “they don’t know what they don’t know.” So tell them. Use your accumulated knowledge and power for good!
Think about it. Do you like to be sold? The answer is no. Nobody does. Now ask yourself this question. Do you like to be helped? The answer is yes. Most people do. The difference between the two is subtle, but impactful.
Tell a story
You can increase the effectiveness of this education process even further with a well told story.
This takes the customer interaction away from data and facts, away from processing and organizing, away from skepticism and transactions, and instead guides them to the place where emotions and feelings reside and where your customer finds connections with you.
When you wrap your mentoring with a story, resistance begins to fall and
fade. You break down the feelings of “being sold” in the mind of a customer.
Remember it’s not about you, your company, or your products or services. It’s about meeting your customer’s needs and adding value.
When you start paying more attention to your customer’s needs than your own revenue needs, you’ll find perhaps you might have fewer revenue problems.
Because you won’t have to sell. They’ll want to buy. So stop selling. And sell more.