Aggressive sales tactics can backfire and turn customers away from doing business with you. Instead, build lasting relationships with content marketing.
We all get telemarketer calls, right? Of course you do—aggressive sales calls plague everyone. How often do those callers convince you to buy something? Probably not very often.
Uninvited hard sales tactics are a relic. Today’s customers want to be engaged by businesses. Treat your customers the way you want to be treated. Instead of aggressively pitching your product or service, take the time to build trusting relationships with prospective customers through content marketing.
What is content marketing? Content marketing is the opposite of hard selling. Content marketing means:
- Cultivating relationships. Expert advice articles and how-to videos that help your potential customers will keep them coming back to your website or social media page. Help them—no strings attached. When they’re ready to make a purchase, they’ll likely buy from the company that has their best interests at heart. Be that trusted company, not a pushy telemarketer.
- Giving, not taking. The hard sell is all about demanding something from your customer: Do this, buy that, commit now! Content marketing is all about being in the right place at the right time, so your customer can come to you when they’re ready. Populate your website with information that customers find useful, enjoyable and relevant. Use photos, videos and writing to help them solve the problems that drove them to search the web for your products and services in the first place.
- Listening and responding. The problem with the hard sell is that it’s all talking, never listening. Good content marketing is grounded in the needs, wants and habits of your customers. Research what words people use to search for the products or services you offer. Learn whether your target customers use Facebook or Instagram, LinkedIn or Twitter. Listen and respond with humbleness when they post online reviews or social media comments.
Serve their needs with care, and you’ll win their hearts.