To Win Over Cynical Prospects, Use Soft Sell Sales and Marketing to Approach Them
By John Aberle | Sales and Marketing , Soft Sell
The world is changing faster than most of us can keep up. These changes affect the business world as much as any other aspect of life. And among these changes is the fact that the American consumer is cynical and distrustful of businesses. At least half a century of hard sell tactics has wounded the relationship between buyers and sellers. Self-centered salespeople have lied to prospects so often and so much, people don’t know who’s telling the truth. Ironically, they want to trust.
Soft sell marketing is starting to make a major impact on Internet marketing. From there, it is spreading to soft sell sales. These approaches are what customers want now because people want the marketer and the salesperson to build a relationship with them before asking for the order. Show you care. Provide information and advice that applies to what they feel they need and want. The current Internet mantra or fad emphasizes helping potential buyers get to “know, like, and trust” you. But these are not new concepts. Customers have always wanted to know, like, and trust their vendors.Continue reading