Don’t be “Salesy” just have a conversation with your customers.
This month we have been talking about connecting with our ideal customers, or our target market, and we have talked a lot about tuning into to what it is that our customer truly needs, and how we can make their corner of the world a little a better place.
Today I want to switch gears just a bit and talk a little bit about what they don’t need. More specifically I am talking about the “sales” tactics out there, and how most of us are just done being “sold” too.
Check out this episode of Coffee Time Inspirations for a little insight and inspiration…
In today’s episode of Coffee Time Inspiration we are talking about ways to avoid being salsey and having a conversation with your customers.
Posted by Teresa Schlup, Web Design on Wednesday, 20 March 2019
As entrepreneurs we are service oriented people. We are here to help others, and it is our desire to improve their quality of life. You could be a health coach, boutique owner, professional organizer or an accountant. What ever it is that you are doing, you are doing it because you believe it what you are doing, you know it makes a difference, and you want to make a difference in the lives of others.
Sadly when it comes to sharing what we do, especially in written form, like on our website, it is really easy to get caught up in marketing lingo. While trying to capture the attention of our ideal customers using the perfect words and phrases, we can become too focused on sales. We become a little to “salesy” and lose sight of what we are truly here to do.
Let me tell you what I mean by “salesy” because it is a word I use a lot! To me being salesy is when someone is 100% focused on the sales. They are saying all the right things, but they aren’t concerned with my wants or needs. And probably haven’t even considered them. They are simply focused on getting the sale and filling their pockets or sales quotas.
Most of us really truly believe in what we are selling…
Now I have to say here, that I truly believe that most people totally believe in what it is that they are selling. If you didn’t believe in it you probably wouldn’t be selling it. And I believe your desire to help others is genuine.
The trouble is, that this genuine desire to help is often not clear. It is hidden in the oh so clever and sales phrases that just don’t feel genuine. Phrases like…
Most of these phrases are pretty normal and naturally come up in every day language. When these phrases come up naturally in conversation they feel good. To you and your customer. But when they are used 100% with the focus on getting the sale, those you are talking too will know it.
There is an energy of intent behind everything we say, and even when we are using the perfect words and phrases to show understanding the intention of “I have to get this sale” is there.
So instead of spending time on finding the perfect buzz words, why not spend time simply speaking openly about what it is you do to make the world a better place, and just have a conversation. Then take that conversation and put it into the copy of your website or marketing materials.
Let’s do a little exercise
Grab a pen and some paper, because it is time to get real!
Imagine you are sitting down and having a cup of coffee with your ideal customer. Just like we are doing now. See yourself sitting there, you have just actively listened to your customer. You know what they want and what they need. You know them, and what their average day is like. Most importantly, you know how to deliver what they need in the best possible way.
What would you say to convey understanding. How do you share your sincere desire to help?
Once you have this written down in a rough draft form, trust me it doesn’t have to be pretty, read it out loud in front of the mirror? As you do
- Highlight the words and phrases that feel good and convey the level of understanding your customer needs.
- Cross out anything that feels “salesy” and paraphrasing where needed
Rewrite the conversation and read it out loud again, following these steps until you have content that feels 100% genuine and sincere. This is what you you will use in your website copy, social media posts, and other marketing materials, and because it comes from having a genuine conversation you know it is the real you.
But I need to use those “buzz words”
Okay I know that some of the salesy phrases may still be a good fit, and that is okay when it is sincere. Just be careful how you use those words in your copy, so that your true message comes across, and isn’t mistaken as salesy hype. Here are a few tips on how to include then in your written communications so they keep their sincerity.
- Keep the buzzword and phrases in the body of the content as much as possible
- Avoid using them in headings and subheadings
- Don’t bold the buzzwords, that is yelling
- Use italics if emphasis is truly needed