Nurturing prospects is akin to dating. In a complex sale, it takes more than the first date to build the relationship. But, if you don’t use the appropriate marketing etiquette, you’ll never entice them to continue “dating” long enough to choose to buy from your company.
@openzine posted a link to Katrina’s Choice Zine on Twitter and I was curious enough to click through to see what the Top 10 Dating Turn Ons are these days. Turns out not a lot has changed. Consideration and etiquette still prevail.
As I was browsing through the list, I saw distinct correlations to what marketers should remember about dating their prospects if they want to “turn on” higher levels of engagement throughout a complex buying process. So here they are with a marketing twist, plus.
Top 10 – drum roll, please!
- Light, Sexy perfume and cologne. Does your company reek of self-serving, company-focused promotions? Instead of leaving a heavy, cloying scent in the air, flip your focus to your prospect’s interests and help them smell the value you deliver.
- Sense of Humor. Appreciate the ways your customers and prospects take control of your message and participate in the spirit of the conversations you enter. Even a negative can be handled graciously. See Marketers Cannot Control the Message for more on this one.
- Listening skills. Companies need to focus on “hearing” their prospects and responding in ways that show they’ve not only listened to what’s said, but that the company has understood by responding accordingly. For example; if your prospect takes action to express a preference for a specific topic, don’t keep pointing them to information they don’t care about. I've got a marketing vision post about listening.
- Attractive Apparel. Treat your prospects to websites, microsites, landing pages and emails that are light on the hyperbole and jargon. Use graphics, color and fonts wisely to create a feeling of less effort for the prospect to understand how to engage with you, and why they should. Focus on making a great impression with every interaction. See How human is your b2b company online.
- Smile. Do your content and communications have spirit? Do they show the passion and enjoyment your company has for whatever you help your customers achieve? I think I summed this up in my Customers Are Looking for Yes! post.
- Proper Voice Volume. How often are you communicating with your prospects? Too much and you’re shouting at them to get attention, too little and it’s like you don’t care. See my article Screaming Louder Won't Help in the Keeping Your Sales Up in a Down Economy eBook - Free download.
- Complimenting. Employ customer success stories to compliment your customers and show prospects how worthwhile it is to work with your company. Testimonials are complimentary to you and to your customers because they show you care about your relationships. They also build confidence and comfort levels that keep your prospects in the dating mindset.
- Flirting. Tread lightly with your messaging and don’t come on too strong. “Flirt” lightly with them to see if they want to interact with you. If you’ve got something they’re interested in, they’ll respond. Plus, there’s no sense running after people who will never qualify as a good "date."
- Intellect. Keep abreast of market trends and share innovative ideas. If you want to become the date your prospects clamor for, you need to share your expertise to start high-value conversations.
- Cover the Bill. Always make sure you’re paying for your prospect’s attention in a way they acknowledge as valuable. If you promise something, you’ve set expectations. If your delivery isn’t consistent, they will find that paying you with their attention isn’t worth the effort.
Nothing really new here. Just thought it was a fun way of humanizing what marketing is really all about. And that’s providing stand-out value to your prospects and customers.
