Selling without convincing — Kelford Labs Daily
By focusing.
The saying goes that “the single most wasteful thing you can do in marketing is try to change a mind.”
But if you want new customers, don’t you sort of have to change minds?
Don’t you have to change the mind of someone who isn’t buying from you, so that they start buying from you?
No. Your other customers do that.
Real people are more persuasive than companies, and real people make decisions based on what the other real people in their lives say, do, and buy.
So if you want more customers without ever changing anyone’s mind, here’s how that works:
First, you focus on the people who already want the thing that you sell. In fact, you hyperfocus on how they perceive your value, and you tailor your efforts to appeal to their preferences.
Then, you equip them with consistent, clear, compelling language about why they like your product or service so much. You use consistent, repeatable, and memorable phrases. You reinforce your position in every decision you make, from signage to office location to typefaces to web design.
Then, your best customers tell others about you because you’ve overdelivered value to them to such a degree that they want to share.
And they use the words and value statements that you’ve equipped them with in your marketing, your customer service, and every other customer-facing part of your company.
Then, other people, who are likely to want what you sell but hadn’t otherwise heard of it, become interested based on the opinion of their peer, friend, or colleague.
They buy, and they experience your value and how you overdeliver for your very best customers.
And they tell more people. Bringing in new customers.
You didn’t have to convince anyone, you didn’t have to try to persuade or cajole.
All you did was prioritize and focus on your very best customers and what they value most.
And they did the rest.
Reply to this email to tell me what you think, or ask any questions!
Kelford Inc. shows experts the way to always knowing what to say.
