To Win Over Cynical Prospects, Use Soft Sell Sales and Marketing to Approach Them

By John Aberle | Business Lifestyle

Apr 05

The world is changing faster than most of us can keep up. These changes affect the business world as much as any other aspect of life. And among these changes is the fact that the American consumer is cynical and distrustful of businesses. At least half a century of hard sell tactics has wounded the relationship between buyers and sellers. Self-centered salespeople have lied to prospects so often and so much, people don’t know who’s telling the truth. Ironically, they want to trust.

Soft sell marketing is starting to make a major impact on Internet marketing. From there, it is spreading to soft sell sales. These approaches are what customers want now because people want the marketer and the salesperson to build a relationship with them before asking for the order. Show you care. Provide information and advice that applies to what they feel they need and want. The current Internet mantra or fad emphasizes helping potential buyers get to “know, like, and trust” you. But these are not new concepts. Customers have always wanted to know, like, and trust their vendors.

These approaches to possible customers make for more profitable sales, more enjoyable business dealings, and more repeat sales. In their absence, a customer will buy based on lowest price and repeat sales will be based on convenience, not a desire to purchase at your store.

The key to developing that connection with your customer lies in knowing your ideal customer’s profile, understanding why they buy from you, and then identifying the most powerful benefits that you offer to fit what they want to buy. Ideally, you will find your unique selling proposition and stake it out. Differentiation leads to customers returning again and again because they want what only you have in the way you offer it… provided you have found the prospects who fit the pattern of your best customers. Oh, I should mention, you also need to be able to deliver on your promises.

When you figure out whom your ideal customers are and then present your unique selling proposition and soft sell marketing message to them, showing you understand their needs and wants, you will have begun what can be a beautiful, long-term business relationship. Use soft sell sales techniques and you will earn their trust. Together these approaches mean they will come to know, like and trust you. You will help customers buy resulting in sales that are fun and mutually rewarding for the customer, your rep, and your business.

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About the Author

My first Kindle eBook, How Relationship Selling Rewards Small Businesses, went live on April 24, 2012. https://amzn.to/2BaP2AH I've lived a lifetime of service and spiritual search so it's natural for me to incorporate these attitudes into my work. I believe that selling and marketing are spiritual service when done with a heart-centered, relationship selling approach. All of business success comes down to building strong relationships.