Market the way we sell
By Kyle on September 26th, 2009
I recently stumbled upon an article about making an emotional connection in sales. It reminded me of the NetGen process and how we focus on building emotion based marketing campaigns.
Marketing, like sales, is about making emotional connections. Ultimately, people select products and services based on their emotional needs and not just logic. Actually a recent Harvard study concluded that only about 5% of buyers base their buying decisions on rational. Great marketers need to take a page from great sellers; who are masters at tuning into customers’ life issues and focus upon several key elements when they sell:
- Listening - Listen intently for emotional hints on what is really “keeping customers up at night.”
- Action - Once you identify a need; concentrate on finding something to address the emotional issue (awareness creation)
- Response - Great marketers respond and engage customers immediately, while the message, issue, and the emotion, is hot. (engagement)
- More - Finally, great businesses and marketers never stop the process of “giving.” They touch their clients constantly and relentlessly (loyalty).
Sales people have been doing it since the dawn of time. Forget promoting your company on pure economic value. Push emotional hot buttons and truly connect with your customers.
