Communication is at the heart of marketing. Many successful companies know this and use it to its full advantage, and others, especially those that are just starting out often stumble to get it right. Any customer approaching your business to get to try out your services or buy your goods will need to be sold a bill of goods or a pitch that will convince them to get on board. This isn’t an easy feat, but it’s doable if one follows the examples we’ll give in this post.
Using superfluous language and going round and round before making a sale is something that may hurt your prospects of closing a deal. The average client is pressed for time and needs information regarding a product or service pronto, failure to which they will take their business elsewhere. Make it a habit of training your sales team every 3 months on how to best edit themselves in order to capture the attention of any prospective customer from the get-go. In addition, you may want to have short phrases or instructions printed out or available on a computer for your sales team so they know what to say immediately they receive a call inquiring about what you have in store in as few words as possible.
Use Emotional Triggers
When you’re getting ready to print your promotional material or have it sent over to media stations, use a focus group to see if it resonates with them on an emotional level. Humans are animals after all, and our less evolved mind, the primitive emotional mind usually runs the show in the shadows, more than we would care to admit. Make sure to have an emotional angle to all your marketing material in order to communicate a vision that is intimate and resonant to all your would-be clients. This will enable you to foster brand loyalty since you make these people feel a certain way, and this goes much further than cold figures or words highlighting what you can do for them.
Monitor Social Media and Douse Fires Immediately
Social media has exploded and become mainstream over the last 9 years. Brands have over the last decade taken an active role when it comes to being found as well as finding their client base on the World Wide Web. That being said, the ability to be seen on social media can put you in hot water faster than you say ‘post’. An angry or dissatisfied customer can in seconds start a viral campaign that may very well lead to the boycotting of your service.
Have a social media army which is always combing the internet for any negative narratives about your company, and ask them to diffuse the situation by addressing the dissatisfaction and asking the customer in question if they’d like a free product or service for their next purchase. Brand management is a vital part of marketing, and this is something that must be done on a daily basis if you are ever going to control the narrative around your brand online.
Ask Questions and Build on Them
Even when you think you’re doing swimmingly well, you must develop a habit of stepping back and asking your customers questions regarding your product or service. The feedback you receive will be invaluable in developing your product into one that stands heads and shoulders above all competitors. Surveys on Facebook or via email are a great place to start, and offering freebies for the opinions of clients is a superb motivator. Let them know that their feedback is private and that their information won’t be shared with a third party to allay any privacy fears. In addition, holding regular parties can also be a great way of soliciting the opinions of your brand lovers; simply make sure to let them know that food and drinks are free!
Your client base isn’t a homogeneous group that wants the same things. People vary markedly, and they all have different reasons why they look to you to provide them with a certain product or service. After collecting their email addresses, it’s important to divide them into different groups according to the product they purchase, or service package they’ve signed up for. By targeting each group with a specific and surgical message, you’ll be able to communicate an idea or message which affects them without worrying about how many people will bin the email after reading it. Being relevant also helps in making clients receptive when it comes to new products or services which may suit them in the near future, essentially boosting your bottom line in the end.
Keep the Conversation Going
Sometimes, clients just need that one last push when it comes to them making up their mind on whether to buy that new oven that just went on sale a few weeks ago. Communicating once via phone, social media or email isn’t going to cut it since people will soon forget what you have to offer. By repeating and being consistent with communication, you’ll be able to get the attention of your clients who at the back of their minds will enter a mental note for that product or service. When they’ve reached a certain mental threshold, it will be that much easier for them to purchase whatever it is you’ve been yammering on about for weeks or months. The key? Simple consistency.
Lastly but certainly not least is authenticity in marketing and communication. People want to feel like they can trust you at all times; after all, trust is one step away from making a sale. By posting work photos as well as being open and responding to questions to the best of your ability will go a long way in retaining customer loyalty in the long run. Believability is a big ticket item in marketing, so don’t force it: make it flow out naturally and you’ll have a clientele that’s beating down your doors to buy what you have to offer.