So, you have the pains of your target market and you know what makes you remarkable, you even did some quick competitive research. But you’re still NOT ready to start marketing. Why? You don’t understand the buyer yet.
People make purchase decisions emotionally and then spend the rest of the time rationalizing that decision until they are comfortable. Think about your own purchase decisions. That sofa you bought last weekend? You went into the store and you LOVED it! You could see it in your house, all your friends telling you how nice it was, emotions right?
Now comes the rationalization. Can we afford it? Will it fit in our room? Is the color the perfect match? Will Pringles the cat mess up the fabric? If all is go, the sale is made.
Business sales are the same way. You meet a new accountant and he is so nice, he asks you all about your business, he really seems to understand you, he is friendly. You are now connected emotionally. You want to hire him. Rationalization works here too. How much will this be? How will we work together? What is included? Everything sounds good…let’s get started! The decision was already made during the first few minutes of the meeting.
The emotions we are going for are KNOW, LIKE, and TRUST. Your sales process and all your marketing must deliver KNOW, LIKE and TRUST in order for your sales and marketing effort to be effective.
ACTION ITEM – Take out that list of emotions I asked you to jot down. Look at your own site. Do you get KNOW, LIKE and TRUST from your own site? If not, then you have to change your messaging, add more remarkable solutions, and give more validating information on the home page. Video and testimonials are a great way to get TRUST on the home page.
Do your sales people know how to deliver KNOW, LIKE and TRUST without buying the prospect lunch and talking about the weather for 15 minutes? Information is the perfect way to deliver TRUST. By providing information that helps the prospect excel at their job, they TRUST that you want to help them, not sell them. What information can you use the help them?
Square 2 Marketing – Leading the Reality Marketing Revolution!
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.