It’s all about value.

Specific Relevant Value.

That’s the key to successful customer engagement.

We can no longer ‘pitch’ or sell.

We have to engage the customer in conversation, to develop trust so that they will tell us what they want and WHY they want it. How they want to use it and the critical criteria that must be met to assure the transaction’s success with us.

You cannot start any good relationship without trust.

Consider this.

If you meet someone that interests you and you really want to develop the relationship, the first thing you will WANT to do is to get to know them.

To see if there are more commonalities for connection – resonances.

You will sit, listen and ask questions that open further discussion. Across a wide range of subjects from movies to sport to food, to drinks, to cars, to work to family and more.

All of this aimed at establishing the truth of whether this relationship will work.

When you find commonalities (or resonances) there are deeper and more detailed elements of those commonalities that lead to further establishment of commonality.

Therefore, we must evolve from extinct salesperson to Strategic Adviser and our goal is NEVER to Sell, but to engage in conversation and having done that, deliver Specific Relevant Value.

“Luke, I am your Father.”

For example, people that like ‘Star Wars’ have the story as a strong commonality. For deeper elements of the story , the characters and events , some will prefer certain elements while others do not.

For those Star Wars fans that love Darth Vader share a commonality while those who dislike the character do not.

So for a specific message on a content piece , “For all of you that love Darth Vader, here are some rare facts…”

Those that don’t have the commonality may engage, but not immediately and not as a priority.

That line would immediately capture the fans that do have the Vader commonality and they would be influenced to engage with the content and continue the discussion between them after having read the material.

Plus, if there was an opportunity to buy a product linked specifically to this article – the chances of the Pro-Vader fish taking a bite of that bait would be very high.

Isn’t that the ultimate achievement in marketing?

 

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