Women are starting new businesses in record numbers. As they move from corporate America to following their own dream, however, they find that they are taking on tasks that they may be unfamiliar and uncomfortable with — in particular sales and marketing. To add to that the marketing and sales arena is in a large state of flux. Is social media marketing the best thing since sliced bread? Yes! No! Maybe….since a recent report from Advertising Age states that only 25% of people trust their friend’s recommendations, down from 45% in 2008.
Of course, it does depend on your definition of “friend.”
However, there are some truisms about marketing and selling that really haven’t changed, no matter what the method (or channel in marketing-speak) is that you use.
If they could speak directly to you, your customers might tell you…
1. It’s not about you — it’s about me. Find out what I want. Don’t just sell me an organic Egyptian cotton 3,000 count sheet set in orange because you happen to like it. Maybe I’m a flannel sheet kind of gal, or a satin sheet kind of guy. Research what I want — because I’m the one paying you money.
2. I’ve seen and heard it all (yawn). You’d better catch my attention within the first five seconds or first sentence of reading — or I am out of here! There’s so much calling for me — television, Internet, billboards, my kids. I’m on information overload!
3. Don’t tell me what it does, tell me how it’s going to make my life better. Take the aforementioned sheets. Will it help me sleep better? We all need more sleep! And now that I’ve got these hot flashes, perhaps I need sheets that come with small fans?
4. Price doesn’t matter, unless it does. If I think that you have something that I want, I will find a way to get it. My parents would have saved, but I have discovered the wonders of credit, although, I’m rethinking that position. However, if I am a person who truly believes in a budget, and what you are selling isn’t in my budget, no amount of value will make me buy it. So price your goods and services at a price that reflects its value, not what you think I’m willing to cough up.
5. Once I buy something from you, treat me really well. Make me feel exclusive. There are many other offers out there that are enticing. It’s going to cost you less to keep me as a customer, buying more things from you than it will be for you to get a new customer. Remind me about once a month about how you can make my life better. Then, when I am ready for the next widget, I’ll call you.
Any other tips you’d like to offer?
