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While marketing strategies have evolved, many common marketing practices still rely on unrealistic promises and misleading language in an attempt to lure prospects into the web.
There are better ways to go about building a business. Here are 3 ways to guide your marketing so that it speaks directly to your prospect and client.
TRANSPARENCY BUILDS TRUST
One of the most glaring areas where there is distrust is around price. Consumers have come to expect that the "true cost" lives somewhere in the shadows and that there will be any number of add-on items magically appearing in the final price. Let the rest of the business world continue with this draconian practice if they must - for us it is time to do better.
Price: Stop hiding it. Whether it is in your marketing or during the sales process - get it out in the open. One of the reasons buyers negotiate so doggedly and why trust issues arise late in the sales process is because prospects are accustomed to being mislead. Don't do it. Be part of the solution.
Full Disclosure: Let the prospect know exactly what they need to enjoy the full benefit of your product - and tell this to them upfront. By diving into the full details about what you are proposing you give your prospect a chance to see how thoroughly you understand your service and how committed you are to making sure they have an excellent experience.
UNDERSTANDING A PROSPECT'S MINDSET BUILDS TRUST
Many marketing plans rush into the solutions part of the presentation without taking enough time to communicate an understanding of the problem. Don't underestimate how important it is for a prospect to be understood!
If a business doesn't take the time to thoroughly understand the prospect's problem - and sharing their understanding back to the prospect - before educating the prospect on a solution there is the risk of running up against two critical barriers:
The key to closing a sale is not generally about differentiating your solution from a competitor. It's more often about helping the customer clearly understand their problem so they can see how your solution fits their needs.
CLEAR DEFINITION OF YOUR BUYING STAGES BUILDS TRUST
Clear definition of your buying stages builds consistency and ensures you have, both, transparency and clarity in your marketing and sales process. So often we see instances where marketing and sales are disconnected. There is no reason for this - bringing them into alignment will help the prospect better understand how your product or service will meet their needs.
To establish your buying stages begin to identify a prospect potential problems and then create messaging that:
a) educates a prospect about their own problems
b) outlines possible strategies
c) explains how you can deliver on these solutions
If your marketing is aligned to the mindset of your current client your prospects will be able to see the value you are delivering and will begin to convince themselves of whether it makes sense for them to work with you.