In sales, it can be tempting to think about your existing customers as loyal and satisfied, simply by virtue of the fact that they’re doing business with you more than once. Don’t trick yourself into that kind of thinking! Loyalty and satisfaction find their roots in something deeper than habit. There needs to be some kind of engaging , emotional connection between you and your audience, and the way you make that happen is through the way you communicate with them.
This is where social media can really help. It’s immediate, personal and easy to share. However, as with all other kinds of communications, it’s only going to be effective if what you have to say is engaging to others. Remember, it’s not just the quantity of what you have to say, it’s the quality of your messages that creates engagement.
“If you suck in real life, you will suck online.” That’s how Rory Vaden, self-discipline strategist, speaker and author, summed up the problem recently at the National Speakers Association meeting that I attended. He explained that as sales people and business owners, we have a professional responsibility to live interesting lives, to associate with interesting people, and to be interested in others and other things than just our business. Offer more than something you want to sell.
Interest strikes an emotional chord with people. It’s why Harley Davidson (and enthusiastic owners of their bikes, like me ) talks so much about the ride experience, why the maker of Gretsch guitars talks about “that great Gretsch sound,” and why Nike invites people to “Just Do It.” Each of these messages suggests an idea that people find appealing on a level that’s deeper than carrying out a simple business transaction.
Interest is reciprocal. The more interestedyou are in others, the more interesting you are to others. By sharing experiences with your audience, you pique their curiosity to learn more about you. You also create an invitation for them to realize: “hey this is someone who understands the problems that I deal with in my work.”
Interest is also contagious. When your audience takes interest in what you do and what you have to say, it’s likely that they are going to want to share it with others. The more your ideas and activities are shared, the bigger your audience becomes for your expertise, plus the products or services you sell.
Now don’t get me wrong. I am not suggesting you start jumping out of airplanes or try accomplishing feats suited for the Guinness Books of Records (well, unless that is what you really love to do). I am suggesting that you find ways via social media and other activities to showcase your personality online and offline so that people can connect with you in a meaningful way, rooted in emotional experiences.
When you engage, people buy and stay loyal. No matter how boring a product might be, people buy you first . What’s implicit in that idea is that it’s not enough to just invest time in doing interesting things. People would rather do business with those who show as much interest in their customers as they do in themselves.
With these points in mind, here’s a pair of top-10 activities you can rely on for showing interest in others and to demonstrate to them your own interests outside of work.
Ten great ways to show you are interested in others:
Ten great ways to be more interesting to others:
Adopt your favorites from this pair of top-10 lists and suddenly there will be plenty of incentives for your customers to call on you again and again. The payoff can be lucrative when your customers are engaged by what you have to say and what you do. Consider the results of a 2004 Gallup consumer survey, which found that clients who were emotionally engaged spent 46% more than those who were merely ranked as satisfied clients. Communicate with empathy, offer something of value in what you have to say and share experiences in an emotionally compelling way. People will take notice and you’ll sell more in less time.
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Colleen Francis, Sales Expert, is Founder and President of Engage Selling Solutions ( www.EngageSelling.com
). Armed with skills developed from years of experience, Colleen helps clients realize immediate results, achieve lasting success and permanently raise their bottom line.
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