This may to some seem like a basic business principal, but I am seeing more and more marketing and advertising which are nothing but hollow boasts. It’s time that SME’s embraced the fact no one is interested in them or their products alone. They must start to sell on the benefits they offer their clients and customers, not what they can ‘do’.
Human beings are naturally selfish. It’s just the way we are. All we care about is ‘What’s in it for me?’ So, if your marketing consists of brochures, letters, ads, and a website which comprise your logo and company name, a list of things you do, and a phone number, don’t be surprised when nobody responds to it. They don’t want your products: they want the product of your products
So change your mindset: start thinking not in terms of sales of stuff, but in terms of service and benefits to your customers and clients. Put yourself in their shoes, see their problems, understand their fears, learn their wants and needs, and then cater to them. Think about your marketing in terms of the human truths your audience face.
When you have understood this, great sales and marketing propositions can be created which will make all the difference. Understanding your customers, and showing them you understand will create more sales.
