We know that customers buy much more from those who they know, like and trust (I first heard this from John Jantsch of Duct Tape Marketing. There is very little time in our day to nurture relationships as we should and much less time in our day to build relationships with prospecting customers – we’re focusing our energy on serving the customers we already have.
There is a solution and technology can help.
I’m increasingly seeing the benefits of continuing to publish great content online. In my own case, I’ve been writing about small business and technology for years and I repeatedly hear comments such as “I’ve been following Ramon for years….” and the result is a faster “yes” to do business. (Remember – I have a business too).
So while you need a sales team and a marketing plan – a part of your customer engagement strategy (to build loyal customers and obtain new customers) must be to develop great content that will continue to wow your customers and cause them to turn to you for insight and information. (This is building the know, like and trust).
They are NOT going to buy “overnight” but over time, they will buy from you over time. This strategy also helps you to not have to lower prices and and have value on price alone.
An example of this is Google’s video about Chrome. While it is about using Chrome and online services what engages you is that it’s a video about a dad writing his daughter throughout her growing years. If you don’t tear up (even just a bit) you have a problem.
Sure, Firefox and Internet Explorer can do the many of same things that Chrome can do, but Google has done a great job of showcasing the POWER of Chrome within a video that you WANT to see over and over again and share with others.
STOP SELLING and START producing content that engages with your customers.