If you have kept up to date with our series of articles on our approach to sales and marketing, you will understand how we step outside of the conventional approaches used by many businesses and consultancy firms to establish brand, company, product and/or service awareness. To find out more about how we create attraction for your business, please read on.
What makes Reach Revenue unique is that we offer our services on a Consultancy as a Service (CaaS) basis, meaning that you can benefit from our experience and expertise in applying the most effective approaches to turbo-charging your sales and marketing function, for a capped monthly fee. Not only does this allow you to control your costs, and avoid costly recruitment, you avoid the ramp-up time needed to establish an in-house set of expertise. If your business had embraced the agile working philosophy, Reach Revenue will be a perfect fit for your needs.
Does your prospective client trust you?
Having established awareness, the next stage is to draw prospective clients closer, in preparation for engaging with them. Once you have their ear, it is essential to gain trust. In the new world of ecommerce, data analytics, and social media, clients are increasingly savvy and sceptical. Ultimately, they are being bombarded with messages – whether they like it or not – and they naturally want to filter out offerings which do not meet their needs. The reason for this is a backdrop of distrust of advertising. According to a study by Trinity Mirror, “consumers across the spectrum are increasingly cynical of brands and advertising, with ‘big business’ scandals and “arrogance” around brand purpose to blame”.
It serves to consider what different generations now expect of modern businesses. For example, millennials don’t want to be seen as mere conduits to transactions – they want to make trusted connections with those who represent their values and ideals. They also want brands to listen to them, and readily engage with them; in short, they want to feel part of something, not be passive recipients of a product or service. Depending on how we have segmented your target market, we then need to consider how to attract each grouping. And to be truly successful in achieving this, this must be done in a way that is honest, open, and transparent. Any attempt to create a thin-veneer of trust will be quickly noted, and your brand potentially rejected.
Making the law of attraction work for your business
Don’t worry; this isn’t where we try to sell you the ‘Secret’. But that being said, there is some merit in understanding how prospective clients are drawn towards certain businesses, and not others. The formative self-help book written by Maxwell Maltz in 1960, entitled, ‘Psychocybernetics’ offers a strong understanding of how the human brain is entirely goal oriented. His thesis was that the brain is rather like a guided missile, always making corrections to achieve the goals of the individual – whether that person realises it or not. This explains why people are unconsciously drawn to take actions which accord with their existing inner beliefs. But what does this have to do with attracting clients you ask? By aligning your values and what your business stands for with that of your prospective clients, they will automatically be attracted to your business. However, if prospective clients can’t relate to your offering, or if a competitor is more serious and sincere in what they believe in, you will lose out. The Harvard Business Review makes the point that it is not interactions that build relationships; it is having a shared belief in a higher purpose or philosophy; and this must be done authentically and credibly.
Developing attraction in your business, brand, product, or service
There is no one way to attract a prospective client. Creating alignment, trust, and attraction requires time. Quantity is less important than quality; so merely placing social media posts online three times per hour is not good enough. Typically, a blended approach of different approaches works well – not relying on one specific platform or modality of communication.
Blogging, vlogging, videos, and podcasts are all wonderful ways of becoming part of the community in which you and your prospective client reside, but quality, insightful content which provides leadership, is key. Regurgitation of competitor’s ideas or those of other members of the community will, over time, lead to distrust of your motives for blogging in the first place. Similarly, for business relationships, taking part in Linkedin groups should be done in a way that offers real value. Ultimately your aim is to become a thought leader, with clients being drawn towards your views, ideas, beliefs, products and services.
Reach Revenue works with business owners, leaders and investors to develop high performing sales and marketing teams aligned to the strategic objectives of their business. To find out how we can help you, please call 0203 858 8030 or email firstname.lastname@example.org