All sales start with a simple conversation. It may be a conversation between you and a potential customer, or even between one of your clients and a potential referral. You just never know how far your reach can extend. So it is important to turn all of these simple conversations into relationships of trust. Trust happens over time.
We know that people buy from those they like and trust and if you don’t have trust, then it doesn’t matter how well you’ve planned, what you’re offering, if they don’t trust you, nothing else matters. They aren’t going to buy from you—period. All sales are made when a need is met and trust is assured.
So how do you build trust?
An effective marketing strategy for building trust and a true relationship over time is “the always-have-something-to-invite-people-to-offer.” Perhaps your services are expensive or the tangibles are not readily apparent (whether you think they are or not.)
Perhaps your leads do not understand what you offer or perhaps they have not had good results with their previous service providers. The “always have something to invite them to offer,” creates a no or low cost offer to potential clients to begin to build a relationship with you.
Now I’m not recommending offering free services, which I don’t recommend, and unfortunately, is still a common practice. The potential client must know your product or service does have value, however there are many educational resources built around your products or services that can be made into a no-cost offer. A no-cost offer is one that has no risk whatsoever for a potential client so that they can sample your services. An example: Impression Engineers “always-have-something-to-invite-people-to-offers” are the BlogTalkRadio.com/BeyondLipService show, the free reports we offer on our website and this e-newsletter “Best Impressions.”
Think about it, people usually hate to be sold, but they love to receive invitations. Don’t you?
Remember the key to the “always-have-something-to-invite-people-to-offer” is that it must be relevant to your target market. Some ideas for no or low cost invitations are:
- A financial planner could do a teleseminar in a simple Q&A format about preserving and building wealth in this economy, then take those Q and As gathered and create a free resource page on their website.
- A Realtor® can offer a teleseminar to real estate investor with tips or updates on the neighborhood trends. A low-cost event might be to met in one of your listings for a live event. Ask clients to bring a new friend every week. Each week or month a new location would be chosen and include a social event afterwards.
- An Interior Designer can offer a monthly makeover webinar using pre-selected photos sent in by interested participants, then turn the webinar into learning modules for their website or YouTube.
- An Accountant can offer quarterly teleseminars or conference calls that focus on the latest in tax saving measures and better bookkeeping.
The value you add in your offer needs to meet the needs and desires of the people you serve. Then over time, trust is built up and through your follow up and by offering additional value and creating awareness for the services you provide, you’ll attract potential clients closer to your core services and products.
Remember, your potential clients must know that you know. They must really like you and trust that you have the solutions to their very personal, specific, and urgent problems. The single best way to do that is to invite them to experience what it’s like to be around you and the people you serve.
To Success! To Life!