The funny thing is that basically marketing is simple but it gets complicated in HOW you go about things.

Many people ask ‘Why are we not selling (enough)?’

1. Because people don’t need your product/services
2. Because they don’t have the money for it (which means they do not want it badly enough)
3. They don’t believe in your product/services

Well that’s very understandable right?

True value is: I will get you what you want like no one else can. Value funny enough doesn’t equal service. Consider your social proof (client behavior) and your pricing into the equation as well.

There’s 2 types of desired clients:

1. The passionate-about-a-product ones (your ambassadors to be)
2. The sitting on the fence ones (they like it but don’t go in head first)

To succeed you have to find the primary driver emotion of your client. Why does he really really want it? The essential thing is to go in conversation with him:

Use empathy + validation. Demonstrate the value of your services of product to get the sale. Value is defined by what other people say: their perception. If you play by your own book the client HAS to believe you. Therefore you HAVE to build trust.

How do you get that? By listening, using authority, being likeable, having affinity, representing the desired outcome and having fun.

Frank Kern, a marketing guru from the US, does a great job of explaining his theories. His vital point is that you NEED to appropriately confide in your client. Share about yourself which makes them connect with you. Telling a story is a very good way to do this. The connection builds the trust and the credibility supports what value you are giving, the story that you are telling. Many of us do this intuitively but it’s good to have it pointed out, especially in these interesting times.

It’s amazing what a change one can experience with clients, or people on the street for that matter, when you find a common ground. We all love to meet likeminded people or someone with the same interests. Feel free to remember to listen, as most of us talk too much.