A Nation of Shopkeepers

So many local businesses just don’t seem to understand the concept of the Marketing Funnel. It is no longer enough just to have a presence on the High Street or an advert in the Yellow Pages. With so much competition from other businesses offering the same service only a mile or two away, you have to offer more, be more personal, make the customer feel like you are the best choice for them and will have thier best interests at the forefront of your mind.

This involves making contact personally and quickly, but there is a fine line to tread so as not to appear too desperate for the business. Following up is not to be confused with being pushy.

You want the customer to buy your product and tell their friends all about it in a positive way. This involves being personable and providing an invaluable service. Too often the British business owner is laissez faire in a take-it-or-leave-it way. The attitude is all wrong because we don’t like to sell ourselves but, by standing back, we can appear unenthusiastic, even rude.

Sometimes a shift of ethos can be required

Selling using the Marketing Funnel is quite a difficult concept for a lot of British businesses. It is almost alien to our mentality as ‘nation of shopkeepers’ to try to ‘persuade’ people to buy but, worse, it interferes with our attitude to ‘privacy’ to demand the name and address of every customer before we will do business with them.

This is what I meant about a shift of ethos. Persuasion is not necessarily the object here, it’s making the customer feel that, if only he had your product/service, his immediate ‘need’ would be satisfied. It’s appealling to an innate human emotion and building it up so that it overrides the natural reticence to spend money. And, with their email address, if they don’t buy the first time, you can ‘tempt’ them with other related products that might tickle their fancy in the future. You are still helping them to satisfy that need.

In these days where competition for many target markets is so extraordinarily fierce, combined with an economic climate that is making people more frugal in their spending, every available tool should be used to bolster your selling arsenal.

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