Emotional Connection. Customers want to do business with businesses they like. It’s that simple. While we shouldn’t have to emphasize this fact, we sometimes forget that emotions often drive our purchasing decisions, not logic. When sending marketing material to customers, you have to first develop rapport with those customers, or else your marketing will simply become another “to review” item on customers’ lists. Start with a call or a coffee meeting. Find commonalities. Listen to the customer’s challenges. Show them appreciation and gain their trust. Then, send the marketing material with a personal note and a reminder of some shared moment.
Be a Partner. The customer doesn’t always know best – even if they think they do. If you truly want to be a partner (not simply an order taker), you need to understand if what the customer wants will get them the results they need. These are obviously two very different things. As a partner, you need to challenge the customer by letting them know when there are better products or more efficient and effective ways to be productive. This is also how your business can stand out in competitive situations.
In marketing, if the potential customer wants SEO and social media services, and you simply send marketing outlining why you are the best agency for providing SEO and social media, your marketing material will be similar to every other business’s marketing – except for that one agency that considers why the customer believes they need SEO and social media and what actually makes sense for the customer’s goal, budget, and timeline. You can stand out by taking this different approach through questioning your customers’ actual needs and goals which would allow you to offer them the optimal product or service solution for their needs.