Who do you trust?
Tuesday, 27 April, 2010 Leave a comment
I have been banging on about this for a long time but I make no apologies! Please think about it. How many times are YOU actually “sold to”?
Now I‘m not suggesting that, just because you are reading this blog (for which I thank you) that this makes you smarter than the average bear. But most people I know, irrespective of age, location or income, tend not to be sold to but to BUY. Making informed purchasing decisions. Reading reviews, taking recommendations. Increasingly this is the procedure for business and personal purchases EVEN involving amounts that, in more stable economic times, MAY not have merited a little bit of investigation.
That’s the way it is and, with access to more information that you could shake a sizeable stick at, freely available 24/7 and from just about anywhere in the world why should anyone believe it will ever go back to the way it was!? I would love to hear a convincing argument.
There are still plenty of outbound sales operations around the Globe and I really don’t see that changing much but I can envisage a shift of emphasis. Away from selling and toward serving. Delivering on the promises made by strong brands who have earned the trust of their customers, are engaged with them. Who are committed to retain their custom and to secure the custom of their peer network.
Brands who understand how the (near) future looks want to build their tribe and are prepared to invest in winning the hearts and minds of their “followers”. But it ain’t ever quite so simple…is it?
Because “window dressing” to appeal to customers is just another sales technique so to execute the change requires total commitment. BUY-IN FROM INSIDE TO OUT.
How many understand that is a tough one. How many are “fit” enough is another. It really depends upon the quality of the leadership because without that it is extremely unlikely that you will have the quality of employee, product or service to compete with the “smart” businesses who are unburdened by an outdated business model &/or an appetite for profit at the expense of delivering sustainable stakeholder value.
Properly structured social media enables a business to attract, retain and grow its market.
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