“First thing’s first!”

It’s a common phrase that especially applies to marketing. 

When marketing a costly product or service, we can all fall into the trap of going straight for the sale. “After all,” we can think to ourselves, “these people need what we’re offering!” 

But to many consumers, that kind of approach just won’t work. Marketing is about building trust and a relationship that tends toward a sale. This is especially true for larger investments. 

Marketing a costly product or service is very similar to the courting process. 

We like to think of it this way – most women wouldn’t want a proposal on their first date. It just isn’t appropriate. A woman needs to know that the guy has some substance behind him, and that he isn’t going to let her down. 

Customers that hear “Buy Now” as the first thing coming out of your mouth are similarly likely tuning you out. It doesn’t seem reasonable to them that you’d be asking for such a commitment. They don’t know if you are to be trusted with the investment. They wonder how they will look to friends, family, or an employer if the investment goes bad. 

So when you think about marketing your product or service, it’s worth understanding what the “dating” process is for your customer. How can they try you out with a “first kiss” of sorts? How can they know you are who you say you are? If the relationship isn’t a good fit, can they cut ties without a problem – or will you make it difficult on them? 

In the marketing context, this means that you should consider creating an ideal “buying journey.” 

Put another way, it’s a process of connection. Here’s how that might look: 

You might start with a free, downloadable ebook or newsletter. You may send a series of emails that introduces you further to your customer. At the end of the series, you might ask for an appointment or a phone call. Or you might share your latest blog post that applies to their business – or send a piece of mail that intrigues them about what you offer. Then you solidify an appointment with the prospect to find out if they are a good fit for your business. After finding out that they are a good fit, you may find out if another meeting would be helpful with the rest of the decision makers. When all decision makers are in the room, you can do a full pitch and ask for the business. 

This sales process might be overblown for your particular product or service, but it might be perfect for it, too. Regardless, it will be helpful to ask at the right time – not assuming that just because your product or service is great, your prospect will know that right away and be willing to move forward. 

We help small businesses work toward a better sales process that makes sense for their industry and their customers. Making this process simple, appropriate, and human can have substantial impacts on the growth of your business. 

If you’d like to discuss your process with us, contact us for a free consultation. Or if you are still wondering how we can help, before spending time with us on a call, check out the rest of our blog or our home page.