Or should I change my approach?
Here’s what I decided…
Some of you may not know that I was once a rabid recruiter. If I were to build today (and I have started again) I would not build it like I did then.
That’s because the market (i.e. us) has changed in two big ways:
Why should Lulu trust what I say about what I’m selling when 1) others offer something similar looking/sounding; 2) she doesn’t know if the people she’d get into business with are the real deal and 3) Lulu doesn’t want to pressure her friends.
#2. Search first, chat second
Lulu doesn’t need or want to talk to sales people anymore until she’s almost ready to buy.
Today, except for the basics, we search out what we want first. We review the info on our own time, check prices and read comments about the product or business from others (think Amazon).
Then, we press buy (or not.) No pressure. Today we, the buyers, reach out to them – the sellers – when we are ready.
This is a 180 degree reversal of how it’s been for the last 50 years: advertisers have had it easier – just hitting us up anytime anywhere. Like during the best part of our favorite show, pitching any wares they had, usually totally irrelevant.
Some old school sales types still do this, but it doesn’t work like before.
How are we going to fit our business style into that kind of market place?
Going around saying your thing is amazing or scientifically proven falls on deaf ears. They’ve heard it all before. So forget that.
Here are two things we’re doing to get members of our niche market to perk up their ears.
1. Belly-to-belly. Tell product stories that are genuine, authentic and short. Just as though you’re a tennis player who moved to a new neighborhood, and you want to know who plays. Who expects it to be everyone? Lulu tennis player acts accordingly – she never hounds someone who says they don’t play.
2. Online. Run online information campaigns to offer non-sales information to attract people in your niche. Start building lists of interested people to whom you can send useful information when you have it and eventually, a link to buy your product or consider your business. You can build a good list this way. I’m doing that.
In 19 days I’ll be releasing the new and expanded version of the big Customer Enchilada program. In the run up until then and I’ll be showing certain folks things we’re doing to 1) identify and find their niche and 2) build a good list of potential customers in today’s market.
To get in on this, get on the Customer Enchilada Priority Notification list here. That’s where these little tidbits will be released.
This priority notification list is only for those who want techniques to build a repeat customer base – and whose companies pay at least 10% on customer orders. I mean customers who are not also sales people. OK?