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!

 

 

 

It’s a Snap are you using it for your business yet?

Snapchat is all the rage, people of all ages are on it.  Are you? Are you using it for business yet? Gary Vaynerchuk has been a strong voice for the success of this social media giant.  He predicted its success years ago-he was right.  It is a main stream communication tool.  I know what you are thinking- there are too many I cant keep up. I KNOW!

However as your marketing advice giver I need to hit you with the facts.  Here a few things you can use Snapchat for your business:

  1. Communicate one on one with fans
  2. Demonstrate products, share advice and information to build trust and sell  ( the fitness industry has embraced this and does a great job)
  3. Create a customized snap chat filter for a special event or promotion ( Dunkin Donuts just started doing this, go try it the next time you grab a regular -NE coffee reference)

 

But wait I don’t even know what to do with Snapchat.  Ok, let’s back up.  Go to the Ap store and download the Ap.  Create a name and profile, start playing with it.  The big button at the bottom, when you push it takes a picture, hold it down and it records a 15 second video. Once you have your picture or image you can draw something or type something-use the keys in the top right corner.  Ready for more? once you have an image or video you like you can swipe the screen to find filters.  What are filters? Some will change the image to a soft filter, black and white, Sepia etc.  Some will add a location icon, you can add the time, speed or temp to your snap.  Here is the important info for businesses: when swiping for filters – local or national companies that have targeted your location as being important to them will have a filter.  Here are two national examples from Under Armor and Lucky Charms. This is a great way to have snapchat fans in your desired geography promote and share your message in a fun way. Advertising is becoming more subtle and friendly, by being a part of peoples lives-not just to hit them over the head with BUY THIS!

 

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The last thing you will want to play with and know about is the face and voice changer filters.  People love these because they are fun, make you look attractive or silly.  National advertisers are already into this.  Taco Bell had one that turned your face into a Taco.  I wish I saved that one.  Side note- even though the premise of Snapchat is to have it disappear, you can screen shot it, download it to your camera roll and now with the new update you can save the ones you love to your memories.  Currently this weekend as I am working on this post the Olympics created  some of  these filters.  They are changing it everyday with different sports themes to encourage people to watch the Olympics on the NBC family of stations.  And that reminds me, you can now place a :15 second snap add into peoples feeds.  NBC has been doing that for a couple weeks to prep people for the Olympics.  Another smart way for them to brand their channels and encourage viewership of the Olympics.

Here are some fun filter examples: I made you a silly video to highlight some of the fun filters.

 

 

When it comes to attracting new clients and customers, it is worth trying everything, especially the tools that cost very little and have great sizzle and appeal. Facebook, Instagram, Pinterest, Snapchat they are all tools to communicate your brand, your message on your time.

Give it a try, let me know how it works in your media mix, snap me back with your questions or feedback.

 

 

Snapchat- a commentary: is it the new TV and the new ads

I have recently jumped back in with both feet to Snap chat.  I love it.  It has changed some of my habits with media, which I find an interesting thing to “watch”. I would consider myself a busy, hard working adult.  I am by no means the busiest but lately  I only have about an hour of “chill before bed time” these days.  My old habit is to watch TV in bed, this has been my favorite thing to do for YEARS.  I still love TV, however on certain nights of the week when there isn’t a favorite show on, I will just go deep on my social.  I will watch all the snap stories, scroll forever on Instagram, search around Twitter etc. I am beginning to watch my  habits change, this evolution has occurred over the last 6 month or so.  And I find it fascinating.  If you told me last year I would trade in my precious TV time for watching strangers (and friends)  on Snapchat- I would have told you, you are nuts. I will continue to monitor this from a marketing and time spent perspective to see where this takes me. I am a student of life and this is very interesting.

Additionally,  just in the last few weeks, Snapchat has added ADS to your story feed.  When I first heard the news, I thought “ugh” but  I have experienced it for the past few weeks and  I like the ads.  The creative is very good, lively and fun-like Snapchat. I think that is the KEY- the creative should match the environment.  If you hate advertisements, you can tap through it, which I think is good for the user feeling in control.  This is not as good for the advertiser.  I will be interested to hear more about the data in the coming months  and percentages of people who swipe by or view the ads.The cool factor will carry the wave for awhile, but in the end the clients need for a strong ROI will override the cool factor.

When the discussion turns to the ROI for clients the term target-ability will come up.  Snapchat is a younger tool, Snapchat started out for kids and today more adults and businesses are prime users. I wonder when the UBER target-ability will come into play. Many of the ads that I am served are not directed at me.  Although I am very flattered they think I am so young and hip.  That being said, many of the messages are wasted on me because I am not 15. I can still appreciate a good ad, but I will be very curious to see where the target tool will go with Snapchat.  They have a lot of information about the user, so the ads could be incredibly targeted- some day.  This product continues to get a lot of press, chatter and attention- more to come.