Selling VS Buying

Selling has never had the prestige that  other fields of work have and has somewhat been looked down upon.  Images of used car sales men with bad comb overs in plaid suits are still in movies and television shows to punctuate this stereo type. And ironically, people LOVE to buy.

I like to sell.  I offer a product and service I believe in.  I think everything in life is about selling in some way and if you can figure that out and be good at it,  you will become successful.  You may be thinking, I don’t sell stuff and I definitely can’t be sold- I am a smart, educated customer, I only buy WHAT I WANT.

The key phrase is – THE WANT.  But how do you get  people to want things, by selling yourself, by persuading , by becoming likable and by building trust.  There are many different “sales techniques” but this is about  human behavior and building trust.  Plus  with the customer having more  control by making purchases on their phones and computers  to understand this behavior is KEY.

Let’s look at a couple simple examples that you may not view as selling.

#1 Let’s imagine you are going out to eat  with a large group of friends.  If you really want to eat Mexican food, you will persuade the group to also want Mexican Food. You would highlight the delicious meals you have had there, being sure to mention the favorite dishes that you know the group likes.  Adding in points about specials, atmosphere, parking etc..whatever would be the hot buttons of the individuals in the group. Because you have been there, are knowledgeable and they like and trust you- End result-you will be able to persuade them to your restaurant.

#2 Since it is a presidential political year, I thought I would mention that we are all being sold right now.  Everyone is being exposed to truthful and perhaps not truthful things about candidates and issues, all in the hopes that we will vote their way.

Most things are about selling and the #1 thing that turns selling into buying is TRUST.  The client or consumer needs to believe you are going to do what you say and  take care of them if there is a concern.  And in today’s world of marketing building trust has never been easier.

How to build trust and gain sales:

#1 Tell people who you are, and what you do

#2 Be clear and honest with your message

#3 Use all forms of communication appropriate for your message

#4 Layer traditional  advertising tools like Radio, Television and Newspaper with TRUST building advertising tools like You Tube, Facebook Live, Snap Chat,  Periscope or InstaStories.

BUT WHY DO I NEED BOTH- one is the engine to find new customers and the other builds trust in you and your company.

Examples:

If you own a liquor store, the traditional means of advertising has always been local newspaper.  Unless your liquor store carries specialty products, it is typically a small radius of consumers close to their home and your business. The newspaper allows you to highlight many different brands and PRICE. BIG MONEY MAKING IDEA: Then you can  create a You Tube Channel and show people how to make classic and new cocktails using the featured products from your ad in the video, let them see your passion and personality-THAT BUILDS TRUST and SALES!

If you own a roofing company and you use Val Pak and some local cable as your primary tools for advertising.  Add Periscope or  Facebook live.  Going live is the ultimate trust builder because you can’t “re-do” or fix it.  It’s ALL YOU-100% REAL! So making mistakes and not being perfect is ok, that lets people see the real you.  And at the end of the day that is who they are going to be buying.  What can you do on Periscope or Facebook Live- walk around a home and talk to homeowners about the signs they need to look for to know when it is  time to repair or replace their roof. I am going to bet that most homeowners don’t know what to look for on their roof or home and would find this valuable.  You can always offer to come out to their home for a complimentary inspection or offer  a link to a coupon or “secret word” for a discount for those who watched the Periscope or  Facebook Live. That is a reward for their time and attention and another way for you to gather information and to contact them with follow up offers.

So let’s wrap this up.

Just about everything is selling.

People want to trust who they buy from.

Help them build that trust with you faster and be more successful.

 

Happy Trust Building and Selling!

 

 

 

Have you seen any Political Ads yet?

I am completely kidding about that title.  Unless you have been on a retreat for the past few months or on a media cleanse ( i love that, that is a thing.  People stop all technology consumption to cleanse) you have seen political ads, and heard political ads.

If you live in New England you have  seen a ton of primary ads, especially on television.  Why is this? New Hampshire is an important primary state,  so we are seeing all candidates trying to win votes for the primary.  These ads are candidate focused, both positive and negative.

Lowest rate 

During the political window of time which is 45 days prior to the primary and 60 days prior to the general election, media outlets must provide the lowest rate on their station to candidates wanting to advertising.  Bottom line, those stations aren’t making as much money on those ads as you may think, but they do ok-not to worry.  

Reasonable access

The Communications Act requires licensees of commercial stations to provide federal candidates with “reasonable access” to a broadcast station. So, stations may not turn away candidates running for federal offices (President, Senate, House of Representatives) and must provide them with some access in all dayparts. Stations may decline to carry ads for local and state races (e.g., city council or county clerk) because candidates for those races have no statutory right to reasonable access. Access for significant non-federal races (e.g., governor) should be considered under the general public interest standard, however. Bottom line, a station can’t deny federal advertising, stations are regulated   by the FCC ( federal communications commission )after all.  But stations can elect not to take smaller races. 

Equal Opportunity

Generally, whenever there is a candidate  on a station, the appearance creates an equal opportunity for the candidate’s opponent to “use” the station for the same amount of time to reach a similarly sized audience.  For example, a candidate’s appearance as a host or an anchor of a news program would be considered a “use” and any legally-qualified opponent of the candidate may assert an equal opportunity right to appear on the station. Bottom line, everything needs to be “even Steven”. 

 

Beyond a natural curiosity about how some of the political advertising works,  why do you care? If you are a small to medium size business owner looking to adverting you need to be careful how you spend your money. Over time, there is some listener and viewer fatigue.  People begin to zone out on the political ads.  You don’t want your valuable message to get lumped into those commercials.

Here are some suggestions on how to smartly spend your money to avoid the Political Landmines.

If you like to use television, you may want to  stay away from local broadcast channels during those windows unless you have a large budget. Instead, try local cable and utilize non news channels.  While all channels on broadcast and cable networks will be targeted-to reach the most amount of households possible, there seems to be an abundance of political marketing on what I would call more “serious channels”, and  channels targeting older voting adults.

Local radio is always a good resource for your marketing dollars.  When trying to avoid the political wave, advertise on music radio stations vs talk or news stations for the same reasons listed above for television.

Depending on your business, perhaps local or regional magazine’s would be a good option during this time of year.  Magazines are typically not a political candidates top choice, the creative can be difficult to change on the fly. However, for your business a fresh glossy photo spread might bring in new customers.

 

To be clear I am not advising you to stop advertising during the political times. I am merely offering some suggestions and things to think about, I want you to feel good about where you are spending your money.  Advertising works, all advertising mediums work, all it takes is the right message reaching the right audience.  I hope this was helpful- don’t forget to vote!

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