If you’re in business, you’re probably familiar with salesy marketing strategies and hilariously poor sales pitches. Suppliers are attempting to persuade you to highlight their products or services. Marketers are desperate for you to use their platforms. And then there are the random people who volunteer to ‘help’ you expand your business or improve your website regularly.
They all have one characteristic. They are, almost without exception, salesy. They constantly bombard you with offers and promises. And you’re probably wondering if anyone ever buys anything from them, which is understandable.
How ‘Salesyness’ Became a Thing
Twenty years ago, worldwide firms began to see the internet’s potential as a formidable sales tool. Amazon quickly evolved from a simple book store to the world’s largest retailer. As a result of this awakening, big brick-and-mortar retailers began to establish websites, and eCommerce became a reality.
A decade later, everyone competing for online space with a product or service. Overnight, the internet went from ordinary idea sharing to a huckster’s paradise. And we’re still recovering from the hangover.
Why? Because of the sales psychology notion. The salesy ‘hard sell’ reigned supreme. After all, if it worked at the used car dealership, it might also work online. And the preliminary findings were outstanding. Millions were made by self-proclaimed “experts.” If you didn’t take advantage of their one-time offer, you’d be out of luck.
The Art of (Poor) Salesmanship
Pressure selling is as old as mankind. So is the proverbial snake oil, which will certainly cure you of anything.
Why, therefore, are people still subjected to it?
The solution is straightforward: people are easily duped. We all have the same psychological reactions to some things.
- We despise losing or losing money. (Buy now or you might not see it again!)
- We like to feel important. (This deal is only available to platinum clients! Click here to learn how to become one.)
- We enjoy the feelings linked with praise. (When you buy this, your friends will be amazed!)
- Uncertainty irritates us. (Don’t delay; get yours now!)
- And, of course, we enjoy a good deal. (If you buy one, we’ll toss in a freebie!)
The truth is that you can persuade someone to buy from you by employing sales techniques such as these. However, the majority of these deals are one-time events. You’re not thinking about customer retention or developing a long-term trust connection.
The ‘Closing the Sale’ Myth
Customers are more skeptical than ever before of low-cost sales practices. Being pushy is no longer acceptable. In business, you want your consumers to be excited about the prospect of purchasing from you because they like and trust you. And for it to happen, you must adopt a different approach.
If you’re still focused on ‘closing the sale,’ you might want to reconsider your expectations.
Being salesy has a few unintended consequences that you may not have considered:
- It signifies that a customer does not wish to purchase from you. That means you’ll have to persuade or bully them into it.
- You’re presenting a transaction as a battle to be won; if you win, you’re the victor.
- If you’re the winner, then the customer is the loser. You are the hunter, and they are the prey. How would you react if the roles were switched?
At best, being a salesperson is exhausting and irritating. It is, at worst, exploitative and cynical.
Personal Relationships are Business Relationships
Today’s target demographic is vastly different from earlier generations of consumers. People value characteristics such as brand authenticity over spectacle. In a true sense, the finest firms cultivate personal ties with their clients.
For a moment, imagine you’ve met someone you like and want to date. There are two distinct approaches to gaining their attention. Here’s an example:
- “Hey, I’m looking for a date.” But only today. The offer expires at midnight. Sucker, you snooze, you lose.”
- “I’m far superior to everybody else out there.” My prior dates all confirm this. You’d be a fool not to pick me.”
- “I’m so famous that your buddies will be envious when they see us together.” Oh, and please give me your credit card number as soon as possible so that I may get seats to the play for us.”
Would you want to be involved with someone like that? We certainly hope not! On the other hand, consider this strategy:
- “Would you mind if I gave you something to show my appreciation for our conversation?”
- “It appears that we have a lot in common.” Would you mind telling me more about yourself if it’s appropriate?”
- “We’re having a get-together on Saturday, and I’d love for you to come if you’d like.”
The Correct Way to Sell to People
There is one method to get loyal, lifetime consumers who always buy from you and refer their friends. You must establish and nurture a genuine relationship with them.
No, there is no quick remedy. And, no, it will not appeal to everyone.
If you want to attract lifetime clients, followers, and friends, consider following this 5-step process:
Step 1: Make a Connection
Make it clear what your brand stands for. You’ll want to develop a niche approach for your company so that you’re communicating to the correct people. Never attempt to hasten the process. You should start by establishing the fundamentals of a dialogue with your target market:
- Inform them about your existence without being aggressive or sales-y.
- Educate and inform them while also entertaining them.
- Solicit their feedback and engagement.
Step 2: Listening more than speaking
Try not to think of marketing as a one-way street. The best marketers understand that dialogue leads to conversion. You’ll be pleasantly pleased by your replies if you frame your audience communications more casually and empathetically.
Step 3: Show the Process, Not the Product
Reduce the amount of time you spend talking to people about your product or service. Rather, explain to them how it will improve their lives or business. Hire a talented copywriter to employ storytelling to capture your audience’s imagination and endear them to you. This is, in a sense, a courting.
Step 4: It’s Not About You, It’s About Them
Stop talking about yourself or your product as soon as you enter the ‘possible sale’ phase of any client discussion. Your newsletters and mailers should provoke thought and inspire change by asking questions. There’s no need to shove somebody through the door; simply open it. Make your invitation obvious, but don’t sound like that used car salesman we mentioned earlier.
Step 5: Never try to force something.
A universal truth: not everyone will become a customer of yours. Not everyone will like you (or your goods), no matter how sincere you are.
And that’s fine. Instead of forcing them in, graciously let them leave. Instead, channel that energy into connecting with others who share your company’s goals and beliefs. Simply relax.
Less Stress, More Sales
Getting assistance with your marketing efforts and brand initiatives is a fantastic idea. Hiring a skilled virtual assistant is one of the most practical and cost-effective options. You just pay for the hours you utilize, and a virtual assistant is an excellent solution to your time and personnel issues.
Contact us for more information!