Thursday 26 June 2014

How to use assertiveness to persuade your client

"It's not bad, but I would like it to be more like this" 

If you work in marketing (doesn't matter traditional or modern), tell me, how many times have you heart something like that? And it's very frustrating, because you know your client is forgetting something very important: you don't conduct a marketing campaign for him, but for his clients!

The same occurs when you translate it to a personal or SME social branding strategyYou will realize that it's very difficult to make them trust in you at the beginning. And even, after gaining their trust, eventually, they can have doubts. It's a hard situation, because you know what's better for them (you are a professional in social marketing; they are professionals in other areas). If you push too hard, you will lose your client (don't forget he needs to like what he is selling!). If you agree with every change (even if it's wrong), your client will lose money and customers, and you will eventually lose him.

Look, most of the time, the person you have to deal with, it's not like his target (customers). He knows it, but it's very hard to make him change his minds. Not just him, we all have the same problem: we don't like to delegate. We don't fully trust that another person is going to put the same passion and commitment as we are going to. 


Mmmm, is your head hurting you? What to do? How to start gaining trust and changing his mind? 

Two things, the first is to remember him (and yourself) these 2 marketing rules:

Rule #1: The most important thing is your client.
Rule #2: The product/service must meet the audience.


And of the second, be empathetic and assertive.

Let's have a look of the most common problems you will have to deal with and some suggestion to get through. 















1. Before even starting

 I've been fine without a social marketing strategy.
"You've been fine, and that's something not all your competitors can say. We don't want you to change the way you work, because obviously, it is going very well. What we want is to add something new that can bring new clients in a medium term. Think about that like importing to a new country, but much cheaper and with much more control". 

2. At the beginning: first clashes


We've been in the business for many years, and we know our client very well
"And that is what we need you. We are good in social media. Better than you, nobody knows your client. Tell us how he is and think and we will tell you in which social network you can find him, and how".


Why should we be on that network?
"We have to be where your client is, so we can communicate. But also, if the user of the product is different from your client (the client has the purchase power, but it's another who uses the product); we need to be where the user is, so he can help us sell the product by pushing to their parent (your clients)." 

I like it in black (or any other colour)
"It's a good colour, and you will sell. But remember, your audience is not you (or me), they prefer another colour. If we give it to them, you will sell more".

3. During the project


It was just a retweet... (when retweeting a compliment)
"It's ok. Just, I'm curious, what do you think when you are checking Twitter updates and you see that a company has retweet a compliment another person did to them? They (and you) are retweeting the comment not by arrogance, but to thank for it. Unfortunately, people see it in the other way. Next time, a simple "thanks @xxxxx for your support, we are glad to meet you" will work"

It's been now a couple of months... and I can't see the results. I want to call it off.
There are results even if we cannot appreciate them now. Pretty sure, the future customer has already is connected with us in one Social Network, and he is maturing to buy from us. Giving up now will cost us that sale and it will be our failure. Some with antibiotic, the only thing I ask you it to finish for the treatment; at least let's complete a 6 months strategy. 

Those are some example on how to work with assertiveness and empathy. Remember, never say no. Listen, learn what he needs and his fears. Engadge him by making his your strategy. Think fast, talk slowly.

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