June 14, 2010

A marketing plan that's not markety: Relationships

Today I gave a talk for a group of CEO's and industry leaders that represent hundreds of companies that sell products and services to the government.  They are thinking about marketing, and how they can convey their value proposition to buyers - avoiding the perils of low bid work. 

My message was paraphrased from Dale Carnegie: You will accomplish more, developing a sincere interest in people than you will accomplish, trying to get people interested in you. 

The best marketing opportunity, then, is dialing into the needs of your customer and focusing the conversation on what they wish/want or need and NOT what you have to sell.  For example, many of the companies I spoke to today sell to the military.  In my research, I've found that over half of all military purchasing agents have friends or family deployed somewhere in the world, many in the Persian Gulf, risking their lives in service.  If a sales conversation were to start with that issue, and the feelings that surround it (hope, fear, loneliness, pride, etc.), then the rest of the 'business conversation' can easily redirect to the products being contemplated.  

Too often, we make small talk, then move to our pitch, missing the opportunity to connect at an emotional level.  In my view, this is very important especially when you are trying to expand your range of products or services, where developing deep trust is essential to trial or sampling. 

Takeaway: While advertising and promotions get the word out, sales or account reps can penetrate barriers and overcome objections through powerful listening and sincere interest in their client contacts.  For every hour you spend trying to position your company, spend two hours trying to help your people connect with the humans you are trying to sell to.  As Stephen Covey Sr. always says, "Seek first to understand, then to be understood." 

People buy from people, and they buy even more from people that care about them.  

Posted at 12:47 PM in Business Effectiveness , Marketing  |  Permalink  |  Comments (2)  |  TrackBack (0)

Comments

Commentor

Essentially, people will spend more time on you IF you spend more time with them. That's just how things go. You could say it's a strict and mutually-inclusive relationship, but you have to give way.

Posted by: Staci Burruel  |  November 16, 2011 at 09:30 AM

Commentor

Excellent advice. Is it easier to listen or to speak?

When I feel nervous, I end up talking more and trying to impress the other person, when I should take a deep breath and concentrate on asking the right questions, questions that will develop a relationship.

Posted by: Kathleen Lisson  |  June 21, 2010 at 04:32 PM

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