The Holy Grail – Know, Like, & Trust

KLT-ZigEveryone who has been in the business of sales and marketing for any time understands that prospects aren’t going to do business with you unless they know, like, and trust you.

The problem is you want them to trust you and buy your stuff RIGHT NOW!

As usual, that is the typical bassackwards approach. How can you reasonably expect someone to trust you who doesn’t particularly like you?

Just because you and your family are starving and won’t be able to eat until you make a sale doesn’t matter to anyone but you. Cold, I know, but true.

So, being a quick learner, you show up at the next party on your favorite social media stream and hang out without yammering about your “fantastic opportunity”. Instead, you listen to their conversations, laugh at their jokes, and let them know you like and appreciate what they shared. You answer questions.

But most of all, you listen to what they are concerned with – what problems they’re facing – what they are trying to accomplish, etc. Talk with them about them. Don’t talk about yourself unless they ask… and they will.

The comedienne, Lisa Kirk said, “A brilliant conversationalist is one who talks to you about yourself.” So be a brilliant conversationalist. People will love you for it.

All you have to do is relax and get to know people. Before long, you’ll notice that they understand you better and are starting to like you. You are on your way to being trusted.

Another thing you might notice is that you are starting to know, like, and trust them. They’re your new friends.

Now, when someone mentions a problem your product or service can solve, you can say, “I know people that have had good results with XYZ. You can find out more at”

Don’t push and don’t sell. Just share the information and wait for them to move the conversation forward.

Remember, this is social media and social media is not a sales tool.

Good luck!

My focus is Effective Marketing that works.

Your comments are welcome.

Social Media is NOT a sales tool…

SM IconsHow many parties have you been to where someone tried talking you into a fantastic opportunity selling soap or long distance service or…? Instead of relaxing and enjoying the fun like everyone else, they just had to try selling in an inappropriate situation.

You don’t want to be that jerk when you are at the party on your favorite social media.

Let’s stop and look at what people really do with social media. They are looking for laughs and fun conversation with their friends… and social media is great for sharing fun and networking, but sales pitches are a total turn off.

Can social media be an effective marketing tool?

Maybe… if you use it right.

Used intelligently, social media can be very effective as part of your overall marketing plan. It is a truism that customers buy from people they know, like, and trust. Social media is one of the best ways to create these feelings over a period of time.

Using social media you can:

  • Reach a larger audience of potential customers
  • Build you brand with consistent short messages
  • Engage your readers
  • Connect with other influential people in your market
  • Bring more people to your events
  • Provide better customer service faster

Doing that will earn customer loyalty and even generate a few direct sales; and those loyal customers will buy from you because they know who you are, like what you do, and trust what you tell them.

So how do you do that?

It all starts with a plan… and that’s the topic of another post.

Stay tuned.

If you want to share your two cents, please share in the comments section below.

B2B marketing is all about leads…

B2B LeadGen Why?

No leads, no sales.

No sales, no business.

Lead generation is the lifeblood of every B2B business. As a B2B Marketer, I’m sure you agree. Lead generation is your top priority and converting them your greatest challenge.

The trending hot topic for lead generation is content marketing. Last year, businesses spent more than $16 billion on online content marketing. Is that because it works, or because the latest Google slap more or less mandated it and you have to be cool… like everyone else?

Content marketing is not new. Technology companies have been using it for years… even before the Internet. They offer free whitepapers or free special reports to encourage prospects to say, “Hey that sounds interesting. I need to read that.”

How hard is it for your sales team to call them and simply ask if they received their report? That beats the dickens out of cold calling!

And it is easy to use the conversation to start qualifying the lead.

You may call it “old school”, but it still works.

Obviously hosting good content is going to help your search engine ratings and might increase traffic to your site, but you still have to convert that traffic to leads. Content can do that IF it persuades the visitor to take the next step.

Too often, web content is a nice article. It might inform… maybe even entertain, but does it tell the highlights of your story and then ask the readers if they want to hear the rest of the story?

If it does, readers raise their hands and ask for more… they give you their name and email address and click the link. In their mind they are saying, “YES! Tell me more!”

That is content marketing.

Stay tuned.

My focus is Effective Marketing that works.

Cool new ideas are great… if they work! But the tried and true still bring in leads… and that’s what it is all about.

What do you think?

Please chime in in the comments section below.