by Randall CraigFiled in: Blog, CRM, Make It Happen Tipsheet, Social Media, StrategyTagged as: Give-to-Get, Marketing, Sales, Trust Curve
Frameworks and models are a great way to unpack a challenge, and often provide clues as to how it might be solved. Here are three that I have written about extensively in my books… but never together.
Model One: One of the most powerful real-world networking techniques is called “give-to-get”. You meet someone, find out what they’re interested in, and then find a way to give it to them. If you do this consistently, eventually they will return the favor.
Model Two: To compete, an organization must do so on Price, Expertise, or Trust. Leaving price aside, a powerful way to showcase expertise is to either blog, or send an insightful email from time-to-time. The more people read your insights, the more trust you earn.
Model Three: The Trust Curve, which defines how people (and organizations) make decisions, states that prospective clients go through several stages: Awareness, Preference, Trial, and Commitment. Marketing planning is all about moving prospects up the Trust curve. (Think about it: it’s always easier to sell to your friends – because they trust you.)
What ties Give-to-Get, Price-Expertise-Trust, and the Trust Curve together? In all three cases it is not about selling to a prospect, but rather earning the right to help them buy. The more you do this, and the faster you do this, the higher your sales. The more direct “selling” that you do the more they will see that your interests are your own – not theirs.
The most sophisticated marketers know that a website (and Social Media) can only go so far. Whether you subscribe to Give-to-get, Price-Expertise-Trust, the Trust Curve, or all three, there are three requirements to successfully “close” a sale:
This week’s action plan: Objectively look at your marketing and ask yourself two questions:
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