Short video by Kimberly Hobscheid (Entrepreneurs Rocket Fuel) advising that businesses should give value to prospects before asking for a sale. Emphasizes building know-like-trust relationships, defining a niche rather than serving everyone, and focusing marketing on customers’ feelings and outcomes (example: billboard asking “What does your driveway say about you?”).
Hi, folks, it's Kimberly Hobscheid with Entrepreneurs Rocket Fuel. And I was finding a common theme with the people that I was talking today and working with as the people that I mentor. And one of the themes that just kept coming up was about service to our clients and really going first and offering value to our clients and the people that we serve before asking for a sale. Getting them to know and like and trust us is really the only way that business is really effective in the long term. And it is the most effective way to build genuine relationships and really care about the market that you're serving. Now, part of that is not serving everybody because you can't really deal with the entire human population's distinct individual needs that are very unique to a niche group. And really, you want to be able to define the niche group that you're serving. So a quick story. I was driving home from a business trip a few days ago, and I drove by a road sign, and it was a picture of.
A beautiful woman standing on in front of a gorgeous house and standing in front of a beautiful. There was a nice car there, and there was also, like a lovely driveway, gorgeous yard and everything. And the tagline said, what does your driveway say about you? And. And I thought, that's so interesting. Obviously, they have totally turned the tables on what they sell. They're not talking about the quality of stuff they sell. They're not talking about what the materials of the driveway are going to be made of. They're not talking about how fast the service is going to be. They're not talking about their 20 years in service. They're not talking about any of that. The focus is entirely on the feeling of the customer. Like it turned it into. Like, wow, what does my driveway say about me? If I have a driveway that's all beat up and needs repair, well, does that mean I'm all beat up and need repair? And I thought, this is such an interesting shift in the way that we present our business and services to people, because it's really no longer about the cool stuff we have to offer. Nobody really cares about the cool individual stuff. They care about what your cool individual stuff will do and what impact it will have in their lives and what magic is going to be created from that. So as you're developing marketing materials, keep your focus out of you and on your customer, because that is the only way that you are going to be able to really connect with them is understanding what their dreams are, what their wants are, what their desires are. And it's not for your 20 point checklist. It is for something that your 20 point checklist is going to give them. All right, ladies and gentlemen, this is Kimberly Hobscheid with Entrepreneurs Rocket Fuel. Hope this tip was helpful for you. Comment below. If you believe it or you don't believe it, or you have another way of connecting with clients, would love to hear from you. Or if there's something that you want for me to answer or speak on, I'd be happy to give any knowledge that I have to this community. You guys have been amazingly supportive. I am really looking forward to working with you. Cheers.
