Sunday, August 19, 2012
...is not only what most ads are asking but is also a simple statement saying trust me. While most of marketing is about convincing people that you have what they need, the underlying aspect is trust. How many people do you really trust? If we think about it, probably very few. The reason for most fighting, from divorces to wars, is an underlying distrust of the other party. What does this mean in the new digital marketing age? Plenty! Marketing used to be done in a way that created some method of human contact. Today it seems the assumption is being made that if we drive people to a web site they will buy something. This is true for some things, however when the emotional trauma of the "NO" is not in your face it is easy to miss the rejection. We attempt to compensate for this by analyzing how people use a web site and make assumptions as to what they did. It would be nice if we could get more face time with clients, but we are happy if we can get them to fill out a survey. When I was younger the sales motto was simply that you needed •) (• belly to belly time with a client to address the concerns. Have we just created a watered down sales program with the digital age so that we could remove what is not comfortable? Even in brick and mortar retail stores there is no sales going on. It is not about the "help" that customers look for, but about having and semblance of intelligent information available to someone with questions. While it is possible to research and be better prepared to make a purchase, people still look for help in making choices. Perhaps it is time to reconsider the way selling is perceived then maybe it would benefit all involved and return some reality to the sales profession.