Craig M Dick

My slanted perspective on agricultural marketing

Tag: Compel

Venn Marketing

No I am not talking about Zen, the Buddhist act of mediation. Though a little more reflection and considered thoughts on a subject would help a lot of marketers out.

I am talking about Venn, or specially, Venn diagrams. A Venn diagram is a diagram that shows all possible logical relations between a finite collection of different sets. Typically overlapping shapes, usually circles, are used.

venn marketing

Venn Marketing is then only talking about the logical relations between what you do and what your customer cares about. Everything else is a distraction.

Your customer is self-absorbed with their own set of problems.  They don’t want to, need to or deserve to know everything you know.

Until you have built trust, found out what their problems are, only talk about what you can do to solve those problems. If you can’t help them, tell them. Then refer them to someone who can.

Too many rookie marketing and sales people verbally vomit the whole load all over a prospect at the first meeting. DO NOT DO THIS.

Working with a client is just like meeting a new friend. Take it slow, find commonality, decide if you like each other, find out what they care about. Only talk about that.

Once you have proven you have their best interest in mind, they will ask you what else you can do for them. They will solicit you to know how else you can improve their business. It so much easier to sell somebody when they are compelled to know more about you.

 

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Stop knee-jerking after targets

What is your purpose as a business?knee-jerking after targets like you are a professional stank-leg dancer

To make money? No, that is an outcome. An important one for sure. You won’t be in business long without profit.

But that is not why your business exists.

You started your business to solve a problem, to fill a need. In solving that problem, you made money.

At some point, the money got better, you focused more on the money then solving the problem. Caring more about hitting the next financial target than helping your customers.

Now you knee-jerk after targets like a professional “Stanky-leg” dancer, chasing after the money. Which is always elusive since you are trying to solve a problem that you can’t remember.

This money chasing, knee-jerking mentality is borne from a fear of loss. This fear is keeping you from a relationship with your customer. It’s only through a trusting relationship with the customer that they believe you can solve their problem and happily give you their money.

Without this trust, your business success (or lack of) is based on a purely transactional basis. The customer isn’t sure if you are the right solution, you just happen to show up at the right time. Have a price that isn’t too risky if your solution doesn’t work. The problem is, someone will always be faster or cheaper, or both. So you scurry around trying to be “Mister Right Now” while doing the financial “Stanky-Leg” to close the deal and hit your numbers.

Why is this easier than building trust and working to compel customers to work with you?

To get back on track, remember what your purpose was and work with that in mind. Work to develop a relationship of trust with your customer. Be very clear with your customers about why you are in business and what problems you help with.

If it is a big enough problem to solve and you are clear enough on how to solve it, the money will flow.

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Do You Compel or Convince Cattle?

Have you ever tried bringing cattle in from the pasture to a corral? Which do you prefer: driving them in or grabbing a bucket of grain and calling them in?Do You Compel or Convince Cattle?

For the bucket of grain to work, you must consistently spend a few minutes each day in contact with the herd. This brings the cattle to trust you and become familiar with your bucket of grain. When you walk into the pasture, they come running and will follow you into the corral because they want what you have, and in a few minutes, the entire herd is corralled.

The corralling is quick and easy; the hardest part of the work is that short, consistent, daily interaction with the herd.

If you don’t have consistent contact with the cattle, or show up looking different on corral day, the bucket of grain doesn’t work. Your only option is to get a few people on four wheelers or horses and over-power, wear-down, and chase the herd, into the corral.

It’s usually not quick and generally not easy. It takes a plan and effort. Many cows in the herd will object to the idea of being corralled. Some will change their minds once they’re in the corral and try to get out. And while you may be able to overcome all these objections and finally corral them all, it’s very hard work at the time. Some of the cattle are going to be dissatisfied with the results.

The selling game is a lot like corralling cattle.

You can get up and put your on selling boots, overcome objections and always be closing. Lots of effort and hard work at the time.

Or you can do a little work every day to build trust with the herd. Once the offer is made, the herd comes running.

Nothing is better than having people lined up who can’t wait to give you their money for your product or service. Isn’t that the dream of every business owner?

A customer that is compelled – or even driven – to purchase your product doesn’t get buyer’s remorse. They become a champion for you. They tell their friends. Their enthusiasm for the product can compel more people to join your cause. More people line up to give you their money.

So, why is being an “order-taker” considered a slur on sales people?

Why is it that most sales people think they need to go belly-to-belly and convince the prospect they must have their solution?

Marketing to build customer acceptance and desire for the product should be the number one tool for every sales person. It is more work than pulling on the sales boots and chasing down and over powering the customer.  But it creates satisfied customers who come back time and time again for your product or services, resulting long-term relationships that benefit you and your customer.

 

The post Do You Compel or Convince Cattle? first appeared on CraigMDick.com

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