The days of the sales pitch are over. No one wants to be sold to anymore.
The consumer has taken the reins of their own purchasing destiny and the business they want to spend money with are the businesses that serve as guides and collaborators. The following are 6 ways to serve your customer base as an educator, not a salesperson:
1. Become the resource.
No one knows your industry as well as you do. And people are genuinely interested in getting an insider’s perspective. Be open with the information you have. Explain it on your website, at networking events, and when people ask for advice on social media. Always remember that the general public is not well-versed on the technical language of your industry, so keep it simple and accessible.
2. Offer an informative website.
Your website should be a veritable classroom for your industry. Make sure you provide clear, straightforward information on your business and give the customer knowledge that they can use to engage you. An informed customer comes to you feeling secure and ready to do business.
3. Communicate regularly.
Developing an e-newsletter or blog is a wonderful way to keep the community informed about your product or service. Has there been a development in air conditioners? Is a new floral arrangement all the rage? How has the scarcity of car parts been a challenge to mechanics? Turn your customers into insiders and they will be sure to see your business.
4. Seize a local platform.
Local magazines and newspapers still get good readership and are often open to publishing articles written by advertisers. Use this as an opportunity to educate and engage your potential customer base. They will remember you as the person who is an authority in your industry.
5. Grab visibility.
Look into local community events like fairs and festivals. For a small cost you can rent a table or booth and meet with potential customers directly. Remember that you are not there to sell or grab leads (If that happens it’s a bonus!). You are there to inform, develop relationships, and position yourself as a resource.
6. Ads that inform.
Make sure that your advertising campaign is in line with your position as an educator. Perhaps include a “Did you know?” or some insight on the product or service that you provide. Provide information, not empty sales pitches.
Educating your customer means giving them something of value as a first step to developing your relationship. The customer should not feel the tug of a hard sell so much as support from you in their buying decision. The return on investment will be long-term trust and loyalty.