The power of the consumer has never been stronger. More and more, people are developing emotional connections to companies they buy from. There is so much choice for every kind of product or service, consumers need that extra persuasive push to actually make a sale. For many, that comes from developing a personal bond with a company.
When it comes to brands, that means many companies need to get creative in making sure they’re consumer-friendly. No buyer will choose a company that they dislike, for whatever reason. Here are some ways that you can increase your strength when it comes to consumer appeal. In the modern business world, you can’t survive without it.
Make your office a pleasant space to be in.
If you have a physical space that you welcome customers to regularly, whether it’s a retail or office space, it needs to be more than practical. Creating an environment that actively welcomes customers and makes them feel at home will do wonders for your consumer appeal. Have a receptionist, or even the salespeople that your customers already know, welcome them in and engage in small talk. Make sure your front-of-house employees are smooth talkers, who can adapt to different personality types. You don’t want your salespeople to go in all guns blazing at first; make it clear that they should just be welcoming and friendly. Don’t encourage them to work from a script; they should speak with visitors naturally and authentically.
The next step is to offer snacks and refreshments in a break room area, especially if customers might need to wait for a few minutes before being dealt with. Offering a coffee service to visitors makes people feel appreciated and can help to mediate if there are delays in being seen. Consumers love to feel valued, and free food and drinks is a great way of going that extra mile.
Know your market.
Personalization is key to any successful consumer relationship. Even a small business should have their niche and their ideal customer identified. Once you know this, you can start catering to them more effectively. For example, for a TCPA attorney, it’s important to establish yourself as a trustworthy and relatable expert voice. People are often conditioned to be wary of lawyers, so you should work on building up a personable image. Social media can be a great way of making that first step and seeming more human and relatable.
Similarly, if your specialty is helping customers to buy IPv4 block, this can be a new area for many consumers. The best way to introduce your sales professionals is as an expert in their field, ready to lead the way forward to the benefit of your ideal customers. An efficient way of doing this is by publishing explainer articles all about IPv4 blocks so that you can already establish your company’s voice as an expert in the field. Whatever your area of expertise might be, the same strategy can apply.
Perfect your marketing strategy.
A lot of people aren’t big fans of cold calling, but sometimes there’s no better way to bring in a new client. Unsolicited calls can be a great way to raise awareness of your company in key market areas. Turning an unknown name into a potential buyer is a tricky business, so it’s a good idea to perfect your cold calling techniques in advance before you start reaching out to potential customers. A salesperson will naturally have strong sales and persuasion techniques, but cold calling can be an art in itself. What’s more, even a hardened salesperson can be intimidated by cold calling, especially if it’s not been part of their sales process in the past. Try and incorporate some cold calling tips for introverts for any sales reps that are finding it particularly difficult.
Even if cold calling is not in your dedicated marketing strategy, you should always be looking for training opportunities to boost the sales career of your top reps. They will be your front-line workers in terms of consumer-facing time, so you need to make sure they have what it takes. Great sales skill builds rapport and helps to make consumers feel a more integrated and valued part of your business.
Focus on timing.
Whether you have an established company or have started a new business, you need to stay on top of market trends. Consumers are influenced by dozens of different areas at different times; you need to have your finger on the pulse of what those influences are. For example, during COVID-19, many consumers lost their jobs and had to rely on savings. In the years to come, consumers are likely to show a greater propensity for saving as a result. That means you could try and think of ways to sell your product or services in a way that might help people save money, or show that your product is an essential purchase.
Make sure you regularly read business news sites and marketing reports. These are great sources of information for trend themes like this one. Once you get into the habit of staying on top of such subjects, it will become easier and easier over time.
Show kindness.
Did you know that 48% of US consumers who are disappointed by a brand‚Äôs actions on a social issue will go on to complain about it? More and more, consumers are influenced by the ethical and moral actions of companies. Whether that’s on social issues, environmental problems, or even politics, it’s harder for companies to remain impartial any longer. Even inaction can be judged by some consumers on occasion.
This is where it’s vital for you to know who your customers are and what appeals to them. For your own peace of mind, do the research now, so you’ll know what’s important to them. That way, when an issue comes up that’s close to your customers’ hearts, you’ll know what your company stance should be on it. Over time, your customers will recognize your engagement and likely feel more attached and loyal to your brand as a result.
If you keep these best practices in mind moving forward, you’ll see returns on your effort in no time. Consumers respond well to brands they can identify with, so do the work now, and loyal customers will soon follow.
