Potential Customer Seeking Relationship With A Brand Worthy Of My Money
Posted 21st February 2013 at 10:37 AM by katona44
Say you’re stuck in an elevator for the next few minutes as you travel to the 40th floor. Somebody enters, and now it’s just the two of you. He turns to you, extends his right hand to shake yours, and says “Hi there, I’m ____. You don’t really know me, but you should hire me for _____ because that’s a service you need, and it’s what I do.”
Do you:
a) Take his hand, smile, and write him a check because by golly he’s right, you DO need those services?
b) Take his hand, smile, and politely decline.
c) Take his hand, smile weakly, and then hit the button to exit on the 2nd floor. You can take the stairs from here…
Chances are, you picked anything other than A. Nobody in their right mind will choose to do business with somebody with such an aggressive, impersonal approach.
So why are you approaching your prospects so aggressively and impersonally?
Take a look at your website, from the perspective of a customer. Pretend you’re stuck in an elevator with somebody who introduces themselves using the exact same text on your home or landing page.
That’s not a proper introduction, is it?
Okay, let’s step back and state the obvious. You are not in an elevator. In fact, you’re on a computer, looking for that very product or service. But the difference doesn’t matter, because first impressions do matter.
To be blunt about it, the problem is a focus on the transaction. No matter how eloquently you deliver your “elevator sales pitch” in an attempt to close a sale… it is still blatantly obvious that you are focusing on one thing and one thing only: closing a sale.
But if you want to close more sales, try a different tactic. Try focusing on building a relationship.
True love rarely happens on one-night stands. People want more than that.
Whether on the web, in print, or in real life a successful businessman (or woman) knows that relationships are what makes a business successful. Not just the networking and affiliates, but with your direct customers themselves.
There’s a reason why so many people prefer shopping local over the convenience and low prices of a tyrannical chain store. (*cough* Walmart) That reason is that it feels good to walk into a store and be greeted—by first name. To be recognized.
That’s the feeling… that’s the difference… between a one-time customer and a loyal customer relationship. (That, and a one-time transaction vs. several, because that’s what loyal customers do.)
So if you want to close more sales, focus on building relationships.
In the real world, try this:
In other words, don’t try to sell your services. Instead, “sell” that you are an expert who can be trusted to provide quality services, when the customer decides they are ready.
So you can still hand out your business card, but it won’t end up in a stack of other business cards in the trash can. Instead, your card will do exactly what it’s supposed to do: serve as a reminder, and clear instructions to contact for following up.
In print and on the web, you don’t have the same advantage of reading a prospects’ reaction. That doesn’t mean you should approach them any more differently.
Always look for ways to share your knowledge and expertise. By teaching something new and valuable, you will forever be respected and remembered. Those relationships are a heck of a lot better than simply closing a sale, right?
Read more:
Blog | Complete Link Building Services
Do you:
a) Take his hand, smile, and write him a check because by golly he’s right, you DO need those services?
b) Take his hand, smile, and politely decline.
c) Take his hand, smile weakly, and then hit the button to exit on the 2nd floor. You can take the stairs from here…
Chances are, you picked anything other than A. Nobody in their right mind will choose to do business with somebody with such an aggressive, impersonal approach.
So why are you approaching your prospects so aggressively and impersonally?
Take a look at your website, from the perspective of a customer. Pretend you’re stuck in an elevator with somebody who introduces themselves using the exact same text on your home or landing page.
That’s not a proper introduction, is it?
Okay, let’s step back and state the obvious. You are not in an elevator. In fact, you’re on a computer, looking for that very product or service. But the difference doesn’t matter, because first impressions do matter.
To be blunt about it, the problem is a focus on the transaction. No matter how eloquently you deliver your “elevator sales pitch” in an attempt to close a sale… it is still blatantly obvious that you are focusing on one thing and one thing only: closing a sale.
But if you want to close more sales, try a different tactic. Try focusing on building a relationship.
True love rarely happens on one-night stands. People want more than that.
Whether on the web, in print, or in real life a successful businessman (or woman) knows that relationships are what makes a business successful. Not just the networking and affiliates, but with your direct customers themselves.
There’s a reason why so many people prefer shopping local over the convenience and low prices of a tyrannical chain store. (*cough* Walmart) That reason is that it feels good to walk into a store and be greeted—by first name. To be recognized.
That’s the feeling… that’s the difference… between a one-time customer and a loyal customer relationship. (That, and a one-time transaction vs. several, because that’s what loyal customers do.)
So if you want to close more sales, focus on building relationships.
In the real world, try this:
- Listening more than you speak.
- Really listening, not just waiting for your cue to make a pitch.
- Asking questions (that may uproot the problems you know how to solve)
- Teach something valuable, with no ulterior motive.
In other words, don’t try to sell your services. Instead, “sell” that you are an expert who can be trusted to provide quality services, when the customer decides they are ready.
So you can still hand out your business card, but it won’t end up in a stack of other business cards in the trash can. Instead, your card will do exactly what it’s supposed to do: serve as a reminder, and clear instructions to contact for following up.
In print and on the web, you don’t have the same advantage of reading a prospects’ reaction. That doesn’t mean you should approach them any more differently.
Always look for ways to share your knowledge and expertise. By teaching something new and valuable, you will forever be respected and remembered. Those relationships are a heck of a lot better than simply closing a sale, right?
Read more:
Blog | Complete Link Building Services
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