Hey there, CustomerLover – I want to talk a bit about a different kind of lovin’. Get your mind of out the gutter!
Photo by Terrell Wood
Marketing is like dating.
If you hate both, hear me out before you make faces.
People tend to have strong feelings for or against both. Very often they are for or against dating and marketing for the same reasons. Shy people frequently have trouble putting themselves out there, whether its for business or pleasure. Social butterflies often enjoy dating, networking and being seen.
A great way to start a conversation with someone you don’t know is with a sincere compliment.
Note the word sincere. Insincerity feels like a terrible pick up line. Have you ever read sales copy that sounds like a plea for attention? Write from the heart. Be genuine.
Sincerity gets your customer’s attention and makes them feel as if they are getting a piece of the real you.
Once you have your customer’s attention, do some thing positive with it.
By positive, I mean add value to your customer’s life. Sonia Simone spoke in an audio program about this. She says that most people will forgive you for a bad product. They will get over losing money. They are far less likely to get over you wasting their time.
I have an acquaintance who teaches a course in dating for shy people. He offers this formula for getting a date:
- Start with a compliment
- Ask for a date
- Ask for their schedule
- Close the deal
Sound familiar? How easy would it be to translate that advice to a sale or meeting?
Michael Port suggests letting someone know that they are your ideal client. Sounds like a compliment to me. Or how about, “I’m really excited about the business you are building.” Pretty easy to transition from there to, “I’d like to talk with you again. What is your schedule next week?”
First meetings are often like blind dates.
A little awkward, sometimes boring, occasionally a great experience. Have you ever been on a date and known before the appetizers arrived that you never wanted to see this person again? Have you ever been stuck talking to someone who added no value to your life? I have more of those experiences than I can count.
The solution is to set expectations. When I have a get-to-know-you meeting with someone for business or pleasure, I keep it to half an hour. We can schedule a second meeting or a second date if it goes well.
In marketing, just like dating, desperation is a deal breaker.
People can smell desperation from miles away. When people are desperate to get a date they stay single a long time. By the same token, businesses that beg for money are a turn off. No one wants to be on the receiving end of pushy sales tactics. Desperation is a version of neediness.
By showing desperation or neediness in the sales conversation, you’re giving your customer the task of validating you. When you give your customers the job of validating you, they run. Instead, show them how you can help. Love them by serving them. Don’t make them work. Show them you love them without expecting anything in return. Asking for something comes after they feel the love.
Take a look at your copy and make sure you’re not demanding validation from your audience. You are in business to serve them, not give them a job.
Treat your clients the way you would treat your date. Take your time. Love at first sight is rare. You’re looking for an LTR (long term relationship), not a one-night stand. Get to know them before you push an offer on them. Make them feel special. Be sincere in you praise.
Your task for today: How are you making your prospective clients feel special?
