What is marketing?
It means different things to different people. Has anyone defined it in a way that makes sense to everyone? Here’s one: Getting someone, who has a need, to know, like and trust you. I was fortunate enough to have John Jantsch give me that definition which seems simple, yet speaks volumes.
When it comes down to it, we’re all looking for people, not customers. Making those people feel as though we truly have their best interest in mind goes a long way. How do we do that? Get to know them first. Nothing turns people off more than a sales person trying to ram their products or services down their throat.
Likeability really does go a long way, believe it or not. You could be the smartest, most talented person, but if someone doesn’t like you, good luck. You’re fighting an uphill battle from the get go. People like to deal with people who make it easy to want to give them their money.
Trust is built upon knowing and liking. It also comes from recommendations or referrals. If someone else already knows and likes you or your product, their endorsement is usually good enough for someone to put their trust in you as well (more than likely it’s from someone who they already know, like and trust).
Thanks again John for that definition. I’m looking forward to reading his book Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide.
May 11th, 2007 at 2:19 am
It always comes back to fundamentals. The foundation in any business relationship is the rapport that is built between you and your clients. Once you have that, everything else pretty much falls in line. But as I’m sure anyone would agree, even the best at their game have obstacles arise. Having a strong rapport with your client makes overcoming them so much easier.
Even though I am not in the auto sales business anymore, it’s the most important lesson I learned there. Find the common ground and build that relationship. The more the customer likes and trusts you, then they will be easier to sell the next time they come in, and will be exponentially more likely to refer friends and family to you.
August 1st, 2007 at 6:25 am
I absalutly agree. I know that when I’m a first time customer I always expect exceptional service, not only in ways of efficiency, but also in friendliness. (A smile never hurts:D)
However, you could always go overboard. I think the tendencies of internet marketers to “share their feelings” in excruciatingly long emails, which bottom lines are “click my affiliate links”, are way overrated. Those marketers, who do manage to get my sympathies, reading and clicks are only the ones who actually share valuable content.
August 1st, 2007 at 3:02 pm
I have quite the list of emails fitting that exact description… I’ve put them in a folder to read later, for some reason I haven’t gotten to them
What it really comes down to is this: those who are genuinely interested in helping others seem to consistently offer valuable content as well. The main point of their site is not to bait and switch you on some other product or service… they give it away, build the like and trust and eventually the know, and as a byproduct establish themselves as experts in their field. Who wouldn’t want to hire or buy from an expert?
Thanks for the comment Tali, much appreciated!