People buy from people they know, like, and trust. While you might be in the right place at the right time when someone is up against it, and they may buy from you once without knowing, liking, or trusting you, for them to return, you’ll need more than luck.Know and trust generally come along when you establish yourself as a likeable business with a human behind it. It’s difficult for people to like you if they don’t trust you, unless you’re a villain and then being untrustworthy is your business. For most of us, that is not the case. You can’t like someone you don’t remember, so let’s get to work on establishing the like part of the sales equation.
Share Your Reason
Think of how filmmakers or storytellers get us to like the main character. One of the ways is that they place him on a quest, or up against a challenge, that we want him to succeed in. Often it’s one we identify with. Share your reason for doing what you do. There’s probably someone in your audience or potential audience who can identify with your convictions and story. Passion is contagious. This is a great place to mention your history in the community.
In order to find commonalities, you need to share things about yourself outside of your business and how it came to be. Share your likes, be positive. Share what you love about your community or your love for bacon. Be genuine and people who see your social media posts or read your content, will begin to identify with what you’re sharing. They’ll jump in and say “me too” and you’re one step closer to getting them to like you. This is a great place to mention if you’re a veteran-owned business, have children of your own or focus on family first.
If they’re in your store or business ask them their opinion on something and really listen to their answer. On social media ask what they think or what their preferences are. Involve them in your rebranding by crowdsourcing some of your marketing decisions. People like being involved and if you really listen to, and then act on, their advice, they’ll remember it and like you more because they see you as someone who values what they think – they buy in. That’s all a lot of us are looking for. If you want to know what you’re missing as a business owner, asking the people who buy your product or service what they are missing is the most obvious and clear way to get your answers, too.
Anticipate Your Customers’ Needs
As a business you are in a position to help, whether it’s helping someone look better, feel better, be entertained, or whatever it is you do for your customers. But you are also in a position to solve problems or answer questions. Use your content and social media to help customers with problems they face in their lives. If you run a boutique, you can create posts about unique gifts for the women in your life around Mother’s Day or Christmas. If you are a CPA create helpful checklists of things people should track throughout the year for effortless taxes come April. IF you own an HVAC company, provide helpful tips for checking your filters and unit for a comfortable summer. Be helpful and provide value. Anticipate what your customers need and then give it to them. If they know they can count on you, they will return again and again.
In today’s competitive marketplace it’s hard for your product alone to set you apart in whatever industry you call home. Often it’s the things, people and missions behind your product that will help you make a name for yourself. It’s the service, personality, and assistance you provide. These are the things that make people like you and they are also what keeps people coming back.
By: Christina R. Green, FrankJKenny.com