Over the past several years, I have been privy to disputes that I should never have been made aware of. Petty disagreements, cries of unfair business practices and statements meant to discredit other business people and their practices have been brought to my attention over and over. In every one of these situations, poor communication has been the catalyst to many disagreements and the poor behaviour that follows.
Today we will start to dig into the concept a little further. We'll discuss a simple process that, if used inside your business, will lead you to more clients. It works whether you're doing crafts, own a restaurant or a construction company. It doesn't matter.
I think it's silly that people have a stigma against salesmen and marketing. I'll listen to people talk at times, and I'll listen to them talk about people in sales. I'll hear them talk down to them like they're some lower level piece of scum. It's so silly. I'm sure you've heard the same thing before. I've also heard people talk down to people who are involved in marketing.
When I hear people talk down about sales and marketing, I just laugh and look at the person speaking like a deer looking into the head lights. Even better, I'll look at them as a dog would when their head slowly tilts back and forth (you know what I'm talking about?).
I don't know why people do this. I guess sales and marketing have had a bad rap or something.The reality is that marketing and sales not only drive a business, but I feel marketing is the most important part of the business. Think about it. If you don't have people to sell to how the heck are you going to grow a business? Trust me, I've been there. It's the sure way to have more money left at the end of the month, let me tell you. Marketing is not only the most critical element of your business, but it should be taken extremely seriously.
Going back to the approach of connection with your potential clients and customers, it's important not only to connect with your future buyers at their level on a personal level, but it's important to understand the process of how relationships are built.
If you search the book store you'll find very little on the subject of how relationships are built and created. It's a topic that, for whatever reason, has not been written about. It's important as business owners that you understand this process. In the NEW world of marketing it's more than just running an advertisement. It's about connecting on the personal level.
By connecting with people on a personal level you'll begin to attract the right people into your business, which will increase sales for your business. You'll start to align your message with people who have a need, want or desire for your business.
In my studies, I have found an approach that's rarely talked about. There's not much written on the subject of how relationships are developed, which is the same process your marketing should be run at as well. It's called the Business Friendship Model which was coined by my mentor, Eben Pagan.
If you consider how people make friends you'll notice there is a process that begins the second you meet them. This is not what "MOST" big businesses do, but this is something that home business owners and smaller business do most.
The business friendship model consists of four things:
Attention - You must be able to get the attention of the person you are connecting with. Look at this in a non-business way. Say you're at a party. You meet someone and you find out that they have the same hobby as you, which is baseball, for example. You have a common interest. Now that you've got that person's attention, you'll be able to move to the next step of the process.
Connection - Now that you have the attention, you've made a connection with them. You'll unconsciously begin to accept this person and you'll begin to let your guard down just enough to possibly move to the next step.
Commitment - After you've got their attention or they have yours, and you're feeling good about this person (because you have a connection) you'll now be able to make a commitment. For example, you remember you have an extra ticket to the Colorado Rockies game and, since they are a huge baseball fan, you offer them something they already have a need, want and desire for - a baseball ticket because they're a huge fan.
Action - After you've gone through this process, you'll now be able to take action, which is to go to the game.
If you think about it, the process I just covered is the process for everything we do unconsciously whether we're doing business, making friends or getting a date. We most likely run through these steps several times a day. Once you begin to understand how this is done you'll begin to cater your marketing around this same approach, which will lead you to more clients and customers.
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