Continuation (See part 2)
Learn to establish rapport
Marketing is not a blind game neither is it what you realize at the end of a long talk or demonstration. But it is the point you reach while you are busy connecting with the prospective buyer, bearing in mind his or her unique nature and more importantly needs.
The relationship is the anchor that holds every business, including marketing. When you fail to build a relationship you miss bigger opportunities afterward. For what I know, people don’t just buy your product or service; they establish relationships and rapport.
Rapport is the link that connects you, your prospective buyer, and your product or service. Whenever it’s in place, reaching an agreement becomes easier.
Excellent marketers don’t have their eyes closed on the prospect; they focus on them, and how to get their product or service across effectively. You would primarily need to determine your customer’s make-up. For instance, his personality, likes or preferences, interest and communication style, and then channel what you’ve got to meeting his or her distinctive make-up.
Resolving this earlier would give you access into his comfort zone – the zone where he opens his wallet for you happily. He now sees you as a friend who understands what he or she really wants. It is your ability to move into your potential customers’ comfort zone that sets the stage for a very positive working relationship even after the first sale.
When you know who you are marketing to, you set the right tone for the rest of the transaction to end well for mutual benefits. If you don’t know who is buying and why he or she is buying, and how your solution would benefit him or her, how would you sell what you’ve got? You would ultimately lose them and there would be no selling (i.e. the end-point of every marketing transaction).
As people differ, so are the strategies for reaching them. As we are different, so are our needs, expectation, and drive. To help you understand your buyer better, here is my advice: listen, observe and follow through.
It all begins in active listening with your eyes and then with your ears. Pay close attention to the unspoken concerns which they will mostly reveal through their body language.
We fail to spot chances when we fail to listen. Closed ears are closed opportunities, and you may end up making the presentation to the wrong audience. What benefits us always strikes a chord in our mind all the time. You only sell the customized benefit, that is, what benefit means to the customer or buyer. So, listen, listen, listen. Listening makes marketing easier and fun.
To be continued…
About the Author:
Tony Ajah is a Business Growth Strategist, and the author of BUSINESS SENSE, and ON BECOMING AN ENTREPRENEUR. He maintains a personal blog, www.tonyajah.com where he shares proven business ideas and principles for SMEs.