PersuasiveConcepts.com

It’s time to change the way you do business. Okay, okay, it’s past time but the way you do business has to change. Everything you do, starting now, has to do two things:

1. Everything must promote trust, likability, and relationships.
2. Your product or service has to at least be as good as everybody else’s.

Sounds pretty easy huh? Because it is. Let’s talk about the first one and while what I’m about to say has been around a long time I first read it in Endless Referrals by Bob Burg:

All things being equal, people will do business with, and refer others to, those people they like, know and trust.

So how do you get people (your customers) to like and trust you? By letting them get to know you, that’s how. How do you let them get to know you? You must first think of them as friends, not just as customers. This is where social media comes in, it gives you a way to become part of your customers social graph or at the very least, a conversation within it.

As I wrote before in the Three Ideals For Social Marketing Success Part 1: In a recent study conducted by the Journal Of Consumer Research it was found that consumers don’t buy into the idea that they are in “relationships” with sales people, at least not the same kind of relationship they share with family and friends. The study goes on to say that buyers slip into the normal script of trying to behave as if the sellers interactions are real relationships just to be polite, when in fact, it can have a negative effect if the seller tries too hard to build a real relationship, during the sale.

Who would’ve thunk it? So, while I do want you to be friendly during the whole selling process, don’t try to be too chummy, your customers are there to conduct business after all and you should be to. What I do want you to do though is give each and every one of your customers the best buying experience they’ve ever had. I want you to think customer enchantment. If you want people to talk about you, in a positive way, then you must go above and beyond what they expect. Then, just because you’re already going above and beyond kick it up a notch and go above and beyond what they ever thought possible!

Think of a way that you can connect with your customers on Facebook, here is a way for automotive salespeople to do just that.  You could also do giveaways on Facebook and invite your customers to join in by telling them, in person, about all the things you’re doing online. Remember, don’t add them to your personal accounts without asking first, that’s a little creepy.

You could also do larger promotions that include the community as a whole, such as a city wide scavenger hunt to win a car, or a contest to promote a local charity or little league team. The ideas really are endless and once your customers are plugged in, spend time getting to know them, engage them, ask questions and give, give, give!

Be At least As Good

That’s strange isn’t it? If you go back to what I said earlier: All things being equal, people will do business with, and refer others to, those people they like, know and trust. The first part being what’s important, All things being equal.

If your product or service is below par then no matter how much somebody likes you, you won’t be getting any referrals from them, much less repeat business. This is important to remember in the auto industry, when you sell the same product as the guy down the street. What differentiates  you? Why would somebody refer your dealership when the guy down the street sells the same thing you do. Take another look: All things being equal, people will do business with, and refer others to, those people they like, know and trust.

Ah Ha! With all things being equal you should put as much emphasis on getting people to like, know and trust you. Why haven’t you embraced relationship marketing yet? Why aren’t you engaging your customers on social networks? Why, why, why?

What are you doing to ensure that your customers like, know and trust you? Remember: our economy is customer-driven and because they prefer to do business with people you must work to be a person and not a cold, hard, unloving, uncaring business. So I ask you again, what are you doing to ensure that your customers like, know and trust you?