Persuading Customers who Ignore Marketing
Whether or not they want to hear it, there are some people who just don't want to hear you. Whether they're stubborn, rude or cynical, they really and truly believe they're right and there's no way you can convince them otherwise. But that doesn't mean you should give up on them. There's always a way to get your message across without trying to change their mind about it... at least for now.
Let's explore the different techniques with examples of what these methods have already done for others so we can find the best ones for our given case study.
1. Appealing to their satisfaction
So you're trying to sell an idea to someone and they just don't want to hear it. Instead of arguing with them or ignoring them, try appealing their sense of satisfaction. Just like everyone wants to feel good about what they buy, they also want certain aspects in whatever they're buying. If you can appeal those senses or at least promise the customer that what you have is the real deal, then maybe they'll be more willing to give in than they would be otherwise.
When it comes to particular purchases, people are always willing to spend top dollar for quality products. For example, if one of your customers is looking for a luxury car or home, he or she will be convinced when you demonstrate how your competitors have customer complaints about their cars and homes. Showing them actual copies of these complaints will help sell the idea that your superior product is worth the price.
2. Believe in connecting with people personally
Like in any other aspect of life, no matter how much you market yourself, there are still people out there who will bristle at it and shut you down without hesitation. But, as I mentioned before, there are also those people who believe in your product or service and just want to see you succeed. If you can find a way to connect with them personally without offending them or their values, then you may inspire them to take action for what you have to offer.
To get back at our luxurious car example from before, why not set up an in-car demonstration of your product? Give customers a chance to see what the products are all about and how it works for themselves. Just make sure that what's on display is something of real value for the customer so they won't be too hesitant about believing in it.
3. Appeal to their personality
While this one relies heavily on your knowledge of what kind of person your customer is, it's still effective as proven with these examples. You're getting a sense of how they think or feel about certain things, what they like and dislike, so you can make an effort to tailor your pitch for them specifically.
There are many ways you can use this to your advantage. In the previous example with the car, if a customer just wants something simple and easy but doesn't have much money to spend at all, then appeal to their simplicity by talking about the easy-to-use features and convenient engine. As long as you don't make it seem like you're selling something that other people are using, they will trust what you have to say.
4. Appeal to their value system
There's a lot of different values that are out there and it's going to be difficult for you to appeal everybody on a wide scale. But if there was one thing that they all have in common, it's the value of money. You can offer your customers something superior and appealing at the same time by appealing to their personal feelings about money. Simply show them how much your product or service can help them save in the long run with benefits such as improved quality of life, less financial stress and gain better control over their spending. It's hard to argue with that in a business sense and it also plays on their feelings, as well.
5. Align your product with something they appreciate
In order to appeal to their value system, you have to know what their values are. This can be difficult because most people don't like talking about what they value and why. But there's still a way you can appeal to those values without them even knowing it in the first place. Simply align your product or service with something related to what they value so much, such as health and wellness or financial security. You might even consider making it a cause of some sort by contributing a certain amount of money from every sale of your product or service towards it.
There may still be some people out there who are beyond help as far as marketing goes, but that doesn't mean you should just give up on them. The trick is to know what works best for your customers in order to get the results you want. Sometimes, you have to be a little bit of a trickster in this area and use what you know about them against them, just like I've demonstrated here. Good luck!
Article courtesy of Ramona Creel of SD Marketing Inc. Visit http://sdmarketinginc.
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