Have a Conversation
One of the key points that I try to make when discussing the new rules of marketing and about the transformations taking place in business today is that it is no longer about "campaigns," it is about having "conversations."
What exactly is a conversation? How good are you at starting one? So many sales people are anxious to talk or to make a presentation or even have "small talk." Today if you want to build your business, your marketing should be a strong dose of conversations.
Conversations are interactive communication where each person is responding and providing feedback to what has been previously said. There should be an element of spontaneity as well, allowing for some unpredictable directions but proceeding to a better understanding between the parties. They should also be polite and respectful with careful and conscious listening.
Becoming astute at the art of conversation will make you a better marketer and a better business partner. Your clients will perceive you as brilliant when you can help them express where their challenges and pain points are and you are actually listening for understanding.
A good conversation with a new prospect can become the beginning of a deeper relationship, which leads to loyalty and long-term value. Interestingly and perhaps a bit ironically, the best conversationalists often say the least. They ask the other about the most important things to that person and demonstrate authentic caring in the responses that they hear in response.
If all of your professional training has been sales training, perhaps it is time for you to relearn the art of conversation. Sharing information with caring and service in mind could become your best marketing tool in this brave new world.
You can improve your conversations by practicing these few best practices: