We all know that we need to understand our market and get to know our potential customers. According to Jonathan Fields, author of the article Psychic Marketing: How Great Marketers Read Minds and Close Deals, that’s just not enough. Fields points out that we need to fully understand their deepest darkest pains and needs. We need to know - where is the hole in their lives that our product or service is capable of filling. Fields says that to get to that place, we need to go deeper. We need to get a bit psychic! Here is Fields’ two-step approach to REALLY understand your customers in order to close more future deals.
Step 1: Find out what your potential customers are saying to themselves. At some point, your potential customers are going to be telling themselves a story about a problem they have that you can solve. The challenge is - they don’t yet know that you exist. The first step, then, is to understand the storyline and the conversations running in their heads. What are they telling themselves? What are they asking themselves? How do they FEEL about it? You need to hit their emotion veins. That’s where their “real” internal dialogue lies. Once you get to the level of emotion, you can then start to understand the real conversation and the truer drivers of the sale. But not before. Fields advises us that to uncover our potential customer's inner dialogue, you need to:
Step 2: Enter the conversation already going on in their heads. Fields recommends that you gently guide your prospects to the belief that what you're selling is the sole resolution to their problem. Doing so transforms the experience of your message from one of “interrupt and sell” to “join and guide.” Create a message that positions your product or service as the only logical solution to the question they’re already asking. It makes it feel like the shift in storyline is coming from them, not you.
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What tactics do you use to get to know your customers better? Please share your thoughts below.
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About This Blog: Christine Dyer is the Creator and Founder of BridalTweet. Christine has an MBA in marketing and shares over ten years of marketing expertise with the wedding community. In this weekly blog, you'll find advice on an array of wedding business topics such as how to market to brides, social networking, wedding PR, wedding sales, vendor networking, branding, pricing and much more. Please pass this news along to your own professional wedding network. To receive this advice in your email inbox each week, Sign Up for a Free BridalTweet Membership.
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