To your horror, the voice on the other end is that of a telemarketer.
They give you their pitch - an unapologetic push to get you to sign up for a monthly automatic shipment of bunny slippers. They continue to pester. They are the 1 bunny slippers in America, after all. They continue pushing hard, because did you know they sell five different colors of bunny slippers?
Your level of annoyance now sky rockets, and you hang up with a hatred of everything to do with their company bunnies and slippers included. Say the word "salesperson" to most consumers and they'll run away screaming. The fundamental reason homeowners hide behind curtains when they see a door-to-door salesperson in their neighborhood, or stare at their socks to avoid eye contact with kiosk employees at the mall, comes down to an innate dislike of pressure.
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Call it obligation, flattery, pushiness or misguidance — too many of these feelings are associated with sales. The same thing happens in digital marketing.
In-your-face ads and "but wait, don't leave! So how do we get around it? Stop making sales pitches - make conversation instead. Here at Fit Marketing, we call this tactic "Pull Marketing. The idea behind pull marketing is this: I once had a conversation with a girl who had previously worked at a call center.
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She recounted how she had to make the same sales pitch hundreds of times over. She began implementing a strategy she titled "…but it's up to you". By simply giving the potential customer all the facts, then backing away and letting them decide, she noticed a significant jump in sales.
She attributed this to the fact that she gave control of the purchase decision back to the customer, and appealed to their ability to make wise decisions as opposed to their ability to fall under pressure. Remember our earlier discussion about being a cool person? Being a cool person is most definitely not handing a new client over to the production team and washing your hands clean of them.
A major reason they agreed to come on board might be because of the relationship they developed with you as they worked with you throughout the sales funnel. Relationships matter, and sometimes even the best work by the production team can be overshadowed by a bad experience with a salesperson. If your goal is to turn your clients into raving fans of your brand, it will require a bit of followup to make sure they know you love and respect them.
At the end of the day every sales interaction is about one-on-one communication. The same way you gain a real friend is the same way you gain a real customer. Now go get along with people. Sales 1 In my travels I get to talk to a lot of marketing folks, sales folks and CEOs of some highly successful companies.
The question then becomes this: Why are some people, companies and agencies having success while others are struggling? The answer lies in a couple of key areas. This is a little like what you learned in kindergarten: Or, what you learned in marketing Your story is by far the most important part of your entire marketing and sales effort. Yet everyone wants to blow by this and start working on blogs, website pages, emails, nurtures, content, events and other marketing tactics.
If you want your inbound marketing to produce leads, sales opportunities and ultimately new customers, you must spend as much time on your messaging, differentiation and stories as you do on the tactics we described here. They are in a cyclone of content and they are confused. When they talk to you, they hear one story. Then they talk to your competitor and hear a different story. Then they talk to their friend and hear a third story.
Then they get an email from a new company and they hear a fourth story. How could they possibly know what to believe and how to proceed? Building a sales process and a marketing experience that guides your prospects through this chaotic content storm is the most important takeaway for you right now. You only get one chance to make a first impression and to potentially squander that on what might be the biggest deal of your life … that would be unforgivable.
Your desired customers are using the Internet to find and to qualify potential vendors. Will you make the short list? Well, there is much that you can do to influence that outcome. It starts with your public persona, what those who are not connected to you will see. Take LinkedIn as an example. You can control what areas of your profile will be visible to others and whether or not you will want to be discoverable by search engines. Being in sales, why you would not want to show everything, and be easily found, is beyond my comprehension. You may also wish to provide your contact information as a part of your summary so that anybody who wants to reach you can do so.
I know … what about spam bots? All I can tell you is that I am a privacy freak and my contact info is liberally sprinkled across the Internet and it really is not an issue for me. Connect with those who meet your buyer persona and disconnect from those who do not. Targeting your connections is serious business. Noise will kill your focus as quickly as a bullet will dispatch …. Not elegant but, workable. Your card file is a static inanimate object whereas your social networks are dynamic living organisms.
That is, if you will allow them to be so. Look for commonalities as these will often be the first touch points that can lead to rapport. If people are viewing your profile on LinkedIn, reach out and start a conversation and, if appropriate, initiate a connection. Relationships cannot be established overnight so be prepared to comment, like, retweet, reply, and share updates forward to your network but, only when you are being sincere in your actions.