Effective Marketing Secret #6:

In Effective Marketing Secret #4 I talked about the importance of joining the conversation that’s going on about your industry, your products, your competition, and maybe even about you.  Given the way marketing has changed over the last few decades, and much of that changed fueled by the growth of Internet usage, your target market and potential customers are most definitely having discussions with others about their problems and how you might be able to help them.

With this understanding, Effective Marketing Secret #6 is to actually develop relationships with your prospects and customers.  And when I say relationships, I do mean meaningful, actually has some value in your life relationships.

Now, I’m not suggesting you go out and befriend each and every one of your customers and invite them over each week for Sunday dinner. Not at all.

But we’ve got to keep in mind that business is and always has been about relationships, and again, because of the impact technology has had on our lives it’s becoming increasingly important every single day.  In a nutshell, that means that your prospects are looking for much more than whatever product or service you offer.

What are they looking for?

They’re looking for an experience.

After they’ve purchased whatever it is you have to offer, they want to feel validated. They want to know deep down inside that they made the right decision, and you can help them with that by simply taking the time to develop a relationship.

Why do you think people dislike Walmart so much? Is it because it saves them tons of money on the products and items they purchase and use every single day?

No!

People dislike Walmart so much because it makes it incredibly difficult for the small mom-and-pop store to remain in business. And why do people like Mom and Pop so much?  Because they really are interested in what happens beyond the financial transaction, something you’ll never get from a Walmart.

So, in today’s hyper-competitive marketplace, don’t get so caught up in simply providing your product or service at a price people will pay.  Figure out the kind of experience your customers want and then give it to them. Learn about who they are as individuals. Talk about their families.  Talk about your family. Show them you’re one of them and that you understand the hassles, frustrations, stresses, and joys that go with daily living.

Invest in creating the experience that your prospects and customers are craving and you’ll find that all of your sales and marketing efforts produce some magical results!