These are strange times.
On one hand, people are still spending money. They're buying cars, shopping for groceries, buying new clothes, going out for dinner, and going to the movies. You get the idea. But on the other hand, there's this feeling of impending "doom." It's an anxiety created by the uncertainty about the country's economic and political future, and more importantly, people have an anxiety about their own future and the future of their family.
And yet, life goes on. People are still living their lives. These people should be your clients. Understanding how people are reacting and making decisions will help us be more effective and successful in our marketing during these strange times. So let's take a look at how all this turmoil causes people to think, act, react, and make decisions.
As I illustrate all of this, I'm going to assume you have a good product and/or service, and that it really can make a positive difference to your clients. I always find it easier to see other perspectives and adopt new strategies when we are not the subject of an illustration. So for purposes of this discussion, let's use my "Prospecting Made Easy" program as the subject. It's a good program and can make a positive difference to the people who apply the concepts and implement the strategies. How would people react if I bombarded them with some "In-Your-Face," "BUY! BUY! BUY!" marketing campaign? It's easy to guess what their reaction would be. They'd have the same reaction that you and I would have. In fact, their reaction will be similar to what many of us do with TV commercials. WE TUNE OUT. We don't even hear the message. In times when people aren't as stressed out as they are right now, that approach will often produce results. But not in this environment. No matter how good my program is, hardly anyone would take the time to hear me out. It's the same with you and your business. No matter how good your products and services are... no matter how good YOU are... if you go about your marketing wrong, people will tune you out.
Now let's move to the other end of the spectrum. The other end of the spectrum is when we don't market at all - allowing "nature to take its course". Although that may sound silly and naive, this approach is used by loads of people. Here's what it looks like: It's like sitting in your office and waiting for a newspaper or yellow page ad to work. Or it's like waiting for satisfied clients to send prospects (referrals) your way. Or it might be something as passive as sitting in the office waiting for the phone to ring. Sound familiar? It's not such a far-fetched scenario. I call this "passive" marketing.
Once again, going back to the example of my program, would I sell it by using these approaches? Maybe I'd sell one every so often, but not enough to make a living - even though my program works and can help people succeed! What happens in your business when you just rely on advertising or casual word-of-mouth? My guess is that your experience would be pretty much like mine would be. Some sales, but not many.
So if aggressive, assertive marketing won't sell our products/services, and a passive, low-keyed approach won't work either, then what will? The marketing methods that are most effective - especially when people are a bit edgy -- are those that don't cause people to "push-back" or become defensive. These marketing methods, of course, are ones which are relationship-based. Relationship-based marketing is more personal, less pushy and more natural. Let's once again use my program as our example. Remember, as we go through these illustrations, to envision how these marketing methods apply to you and your business. It's important to understand why so many people buy my programs. (Besides the fact that my programs are effective in helping professionals grow their business.) It's because of the relationship I develop with them. How does someone go about building relationship (thereby getting known, becoming liked, and creating trust)? You do that by being seen in person and in print, by sharing insights and knowledge, by caring about others, and by being helpful.
In my experience, most people aren't seen by enough people. They don't network nearly enough. Too many professionals "hunker down" in their offices waiting for the phone to ring. Most people don't generate enough exposure for themselves to build a reputation and as such, don't get as much business as they'd like. (While it is possible to develop a name and reputation for yourself without actually getting out, it requires a serious, consistent effort of writing articles in newsletters, newspapers and magazines.)
This isn't theory. My results are proof that this works. Professionals worldwide have bought my programs because they know who I am, and have come to like and trust me. Imagine what you could accomplish in your business if you got more people to know, like, and trust you. Unfortunately, most folks aren't "naturals" at this. I know I wasn't. But this skill can be learned and mastered. Being an effective networker - whether one-on-one or at some networking event - is easy to achieve, once you have an understanding of the dynamics that take place. Knowing the kinds of things to say and the kinds of things to avoid saying are the keys to successfully generating interest.
The keys to success in times like these are refining and mastering the basics of marketing. The basics of marketing are how to meet people, build rapport and connect with them, and establish credibility with them. It seems that in this day and age, we're under so much pressure to produce that we've focused exclusively on leveraged, impersonal methods to find new clients. Many of us have forgotten how to connect with people and build relationships on a more personal level. In tough economic times like the ones we're in, the only way to successfully market is to find prospects through relationships - either by finding ways of meeting new people or by connecting with more referral sources in a meaningful way. When you implement consistent strategies for finding new clients by forging new relationships and strengthening existing ones, you'll see your income stabilize and grow - even in strange times like these.
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Michael Beck is an executive coach, speaker & trainer. He is the nation's leading expert on recruiting independent sales representatives, and helps executives and managers build and lead productive sales teams. For more information please visit: www.XLeaders.com.