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 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.