Why will anyone buy what you’re selling?
Are you guilty of moving on to the next sale once you close a sale without trying to understand how you made the sale?
Do you study it to see what you did right so you can do more of that and what you did wrong, so you can stop it altogether?
Do move on without thinking about what else the buyer might need from you?
A lot of repeat sales never happen because most businesses develop marketing and sales plan to build a strong business connection with their customers and LEAVE IT AT THAT.
How do you build a strong business connection?
By showing them why they need your product or service, how they can use it and what they’ll gain if they use it. But what if I told you that the reason companies like Apple sell well because they work hard at human connection first. It is by far the strongest type of connection.
In so many words, I am saying it is important you see your target market as human beings and not as ‘cash’, waiting to enter your bank account. Treat them as human beings.
Treat them as human beings with a family, a hobby, interests, opinions, and then as a customer, not the other way around.
Psychology tells us that, Humans have a powerful need for an identity. It is the sole reason why some of us will identify as “Titans” or “Mercenaries”, or feminists. Humans will always feel the need to belong to something bigger than themselves.
Apple leveraged on this by helping users identify as the misfits, the misunderstood ones, the ones that wanted to make a difference.
As evident in Apple, it will strengthen any individual’s sense of identity with your business. You’ll agree with me that the apple movement is almost CULT-LIKE.
How can you use this in your business
I can give you ideas like, create a club with membership privileges such as free gifts, special discounts, but I prefer you begin with how you engage them. How often do you KEEP IN TOUCH?
How do you stay in touch?
You stay in touch but consistently giving useful and helpful content
This means you must offer your prospect and customers new products or services. You must educate them on how they can use your products or services. One of the ways I do it is to send weekly newsletters to my email subscribers.
Now, beyond verbal and written communication, do you know people respond more to nonverbal cues than verbal ones?
Body language is a nonverbal type of communication.
This means body language is also part of marketing.
Businesses can leverage it, by making every customer and prospect FEEL IMPORTANT
How do you do that?
By conveying knowledge of other people by your remarks, actions, and service.
Can you remember the last time you made a prospect or customer feel unique?
How did it make you feel?
What did it make you do?
Can you also remember the last time any business made you feel unique?
How did it make you feel?
What did it make you do?
On Twitter, I told a story of how I spent all day at a bank in Bodija, Ibadan. My issue was not resolved but I left there feeling good. This is what I said.
Sales psychology is a thing. Learn to use it because it can make or break a sale.
To use sales psychology, you must know your target audience, then combine the information with an understanding of your product or service.
RESEARCH, RESEARCH, RESEARCH.
You may not find all the answers but you’ll find some.
How do you identify your target audience?
Within the Nigerian space, this appears to be one of the most difficult questions business owners are faced with. Often times it sounds like abracadabra but let me show you how I do it.
It is best, to begin with, the end in mind.
- What is the product/service you’re selling?
Food, clothes, digital marketing services, real estate?
- Who or what does the PERFECT customer looks like to you
Take a pen and paper and write;
- What is his/her possible income level?
- What is his/her occupation?
- What type of house does he/she live in?
- What area do they live in?
- What is their marital status?
- What is their level of education?
Anything that has to do with demographics. WRITE IT DOWN
- How do they think?
- What are the possible reasons your perfect type of client will want to make a purchase of your product/service?
- Does it cause them pain or discomfort? Does it make them worried, frustrated, anxious?
- What are the possible reason they give to stall or avoid a purchase?
- Are there other people shopping for the attention of your perfect type of client? In other news, who are your competitors?
- What are they doing?
- How well are they doing it?
- Are there loopholes?
With all this info, create or curate CONTENT that calls out to your perfect type of client, addresses their issues, and gives them the solution.
Note: not all content you produce will work perfectly so research, test, and analyze.
Do more of what works!
If you still do not know how to research your target audience or you have no clue who they might be reach out and have a talk with me. I am always available to take your questions. You can reach me using this email address firstname.lastname@example.org