Met with a friend the other day. He told me about the cookie cutter email campaigns they you at his place of work. Each week, if not each day, his company (well not his…) “reaches out” to their “target” group with a “personal” message asking them if they are current seeking a solution to problem X.
Well, one of those “friend” took the time to reply in kind and wrote the following:
“Hi <fill in sales person’s first name here>, thank you for your standard email reply template, but it didn’t really answer my question as to how you were triggered to contact us.
So perhaps you can tell me that.
Yes we are seeking <a solution to problem X> for our company.”
This potential customer certainly sounds like they are seeking solutions. One thing that very much stands out from between the lines though is, they want their solutions to come from real people and not database driven automated emails/marketing “content.
Its all about the relationship. As more and more marketers are coming to realize, and better yet, commit to, its the sincere relationship that makes the sale and no just the product features or even benefits. And certainly not price,
though that of course is quite important as well. And hey, a fair price (not just a good price) will be given by someone who is trustworthy in any case. That’s part of the trusting relationship.
What’s behind the success of anything and anyone? Its not the advertising, promotion, or even the “connections”. Today its about expertise, and yes, a bit (or allot) of “perception”.
Potential customers, and/or at least indeed people who will tell their friends about you need to believe that you have the solution to their current challenge. That can be achieved in many ways, social media, networking, delivering great products or services, etc. Today though, advertising will not do the trick.