I am the type that doesn’t like to do cold calling for sales. I just got back for a digital signage conference, and one of the key things that I was reminded of (again) is that customers prefer solutions, that the customer to target selling to may never buy a thing, and marketing messages need to tie into their emotions conveying a message that solves their needs. I know that I undervalue my talents and the capabilities that the company offers. I am going to focus my efforts on getting paid for solving the needs of the many rather than trying to sell. Having the right marketing to the right people will help bring people into the “door” so that I can talk with them rather than doing cold calling. Do you know who your real buyer is and what their top line need is?
For the Online-Kiosks digital signage product, I discovered that the end user is not my customer. It is the reseller channel. Although I am still digesting the last two day’s information, advertising agencies may be my best “customer”, even though they will never buy a thing (only recommend). They talk to the customer when they want to find creative new ways to market their product. Of course everyone wants to more sales, but the emotional thing for the digital signage product is happy customers who return again and again and employees who work flawlessly as a team.
One reply on “The customer and emotional marketing”
By allowing (good) resellers to build relationships with end-users you don’t have to worry about emotional response marketing tactics; a good part of their buying decision is based on their relationship with the reseller. Likewise, if they have an odd feeling about the reseller it doesn’t matter how good the product is or how it solves their problem–it’s that personal connection that counts more than we think.