First, let me start by saying “I don’t know Chris personally.” I’ve read his books and subscribed to his blog(s). I’ve followed him on Twitter. I think I even “became a fan of” his Trust Agents Facebook page.
Chris has (indirectly) been a part of my business education for quite some time now. As a result, I have formed a mental image and profile based on everything he has publicly shared. My “view” of Chris may be skewed, and I acknowledge that fact. But, sometimes you just have to work with what you’ve been given.
Most of the time, I think Chris gives pretty sage advice. Social media marketing is Chris’ wheelhouse. He’s also pretty relevant when he talks about the human side of business. When Chris shares insight on those subjects, he does it superbly.
His latest post was focused on SELLING, and trying to get into the head of the transactional buyer. As a result, his post (while well written) may not be the best source of sales information or sales strategy.
In his post, Chris states, “my 'buyer' is a very diverse crowd, ranging from Fortune 10 companies to mom and pop companies.” He further goes on to say, “Unless you’re selling a simple transactional product or service, something that’s throwaway, then it’s vital that you become the buyer.”
First, Chris has established himself as a social media industry leader. He’s written best selling books on the subject. He’s been a featured speaker at events all over the world. He is a contributing writer to various nationally published magazines. And, he owns and operates several businesses within the social media industry.
His “buyer” already knows what Chris is selling…advice and services related to social media. His “success” isn’t from getting into the head of his buyer. His success is from continuously reminding buyers (potential and actual) of the “benefits” he offers.
I would challenge his argument that you have to “become the buyer” by offering that you have to “know who and what your company is from a fundamental standpoint” and you need to “sell your company on the benefits of your products and/or service.”
What makes you, your products, services, or company different from the competition? And why, as a consumer/buyer should I spend my money with you instead of XYZ company?
I have spent my career working on answers to those two questions. Not surprisingly, when we have developed a clear and concise message that allows potential consumers to know who (and what) we are, and how our products can benefit them, we have seen enormous success. When the message is confusing and complicated, usually the path to success is too.
Developing a clear, concise and simple message is no easy task. It takes continuous work, evaluating responses on a regular basis and making changes when necessary.
It’s good to try and put yourself into your buyer’s position, to try and think of how best to get your message across. But, you cannot fall into the trap of selling “you” on your own message.
Too often we become so familiar with our marketing messages that we make assumptions and overlook obvious errors…especially when the message we’ve developed isn’t a simple message.
Simple. Consistent. If you want to break down a successful marketing strategy into two words…those two would be my pick.
Chris, if you’re reading this, let me thank you for your original post. There is no “set” answer for a successful marketing campaign, and I am sure your ideas/strategy work for your set of circumstances. But, I would challenge you to try and approach it a little differently.
Instead of trying to figure out what is happening in your buyer’s mind, focus on the benefits your product/service offer. What makes “you” unique versus your competition? Then go out and sell that uniqueness. If your message is clear, you might notice something interesting…pricing will very quickly become a non-issue, or at the very least a minor issue.
Obviously, this is based on my personal experience over a number of years. Your results may vary, and you may completely disagree with me…regardless, thanks for reading this far.
Bonus Question:
The 1989 movie, “Say Anything”, had one of my ALL-TIME favorite lines…John Cusack’s character (Lloyd Dobler) offers up, “I don't want to sell anything, buy anything, or process anything as a career. I don't want to sell anything bought or processed, or buy anything sold or processed, or process anything sold, bought, or processed, or repair anything sold, bought, or processed. You know, as a career, I don't want to do that.”
Who wrote and directed the movie?
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