Good morning. You’ll either find this a little funny or incredibly sad but the following came to me in a dream last night. Do you ever dream about work? Well, I feel like I went to work in my sleep last night!
But it’s not all bad, luckily I love what I do, and I thought I’d share a little tip with you that you might be able to use on your marketing… and that is to think about the reasons why someone wouldn’t buy your product or service. Then take steps to reassure them.
OK, let me explain by using the example in my dream. So I was talking to my friend who is a chartered surveyor. He had some high-end apartments he was looking to market via an open evening. He had sent flyers, cleverly disguised as invitations, out to the right kind of client. All good stuff so far but unfortunately the response had been poor.
So what could be the problem? Maybe the time wasn’t convenient. It might seem obvious, but many ‘launch event’ flyers leave off the opportunity to come at another time more suitable.
Talking of convenience, the evening time slot will often mean your potential customer might be looking after children. Make sure they know that family and children are welcome and even make light refreshments available.
How about parking? – Could access be an unnecessary dissuader when maybe there’s a nearby solution they might not know about, ‘park for free after 6pm at the local NCP for instance’.
What about selling pressure? Make sure your words are relaxed and informal – not too salesy. Make sure they’re aware that there will be no obligation or pressure to buy.
These are just a few examples, there could be many more. What could your potential customers be thinking about your product or service that might be enough to put them off? What could you say to help?
Want to know the single most important thing you can do? Send me a message with the subject ‘What can I say?’ and I’ll let you know. It really is very powerful.
What's on their mind? Could it be affecting the sale?
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