The chances are really good that the products and/or services that you are selling are amazing. However, the quality of what you are selling has little to do with whether you are successful at selling. You need to establish an emotional connection with the buyer.
How to get your customers to buy from you
When it comes to your customers, before you can do anything else, you must establish a relationship with each and every one of your customers. That means that you need to build a relationship with them and you need to have an enduring emotional connection with them that carries you far into the future (if you are lucky).
It is important to remember here that no matter how wonderful your products and/or services are, if you are not able to solve the problem(s) of the other person, you won’t get very far at all. You need to subscribe to the marketing concept of WIIFM (What’s In It For Me?). Once you have established a meaningful relationship with the other person, you need to do something that will get his or her attention and keep that person interested in what you have to offer.
Identifying your target audience
You will not be able to make any progress at all if you can’t figure out exactly who your target audience is and what they want and need. There are several ways in which you can do that. One of the ways to determine your target audience is by demographics. The types of demographics that you will need to pay attention to age range, sex, and geographic location. Another factor is income.
Another possible category to determine the members of your target audience is according to their political views. A person’s political views say a lot about who that person is in general. The way in which they think politically goes a long way to saying what their tastes are in a lot of different areas.
Another way to determine your target audience is through the person’s emotional inclinations. This is probably the most challenging of the three categories. For this one, you will need to wrap your mind around each and every person who you think might be a member of your target audience. You will need to try to determine what each person feels inside, what their wishes in life are, what they are afraid of, and what they want out of life. If you concentrate on accomplishing that, you will succeed and that will be very beneficial to your business.
Once you have been able to successfully determine who is a member of your target audience and who is not, the next thing that you will need to do is to identify your target audience members’ problems and set about solving them. If you are able to identify their problems, you can solve them and that will go a very long way to building a solid, enduring relationship with those people. At that point, you can convey to your target audience members that you have experience dealing with similar challenges and you can demonstrate to them exactly how you went about successfully solving those particular problems.
You may be quite surprised about how your target audience members will react (in a positive direction). Right there is your emotional connection with the other person. It is at that point and only at that point when you will be able to sell them your products and/or services.
The emotional connection that you establish with other people is critical to the success of your business. If you let them in, they will become loyal customers (and followers) and you may be surprised about how easy it is to establish a meaningful relationship once you open yourself up to the other person and show him or her your human side. After all, everyone is the same on the inside. When it comes to making a decision to buy, it is the emotional element that sells every time. Although happiness may be different for each person, the emotional part of it will always be the same for everyone.
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Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies.
Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.
Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.
Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.
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