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.
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!