The Chicken or the Egg?We all want to be good marketers. But, where does it start? How do you begin a relationship with a prospect and work towards building trust? It is not easy, as there is a lot of gray areas but one thing we do know is the industry is shifting more in favor of the customer and you will see more and more rules and regulations protecting them. Recently the GDRP was adopted in Europe and now California is looking at new laws that most likely create a ripple effect in the US. Also, we did get his permission to share! There are five basic rules of “Permission Marketing”:
- Permission must be granted; it cannot be presumed.
- Consumers only grant permission if they perceive there's something in it for them. And you've only got about two seconds to communicate what that is.
- Once you get permission, you must take care of it… they can instantly revoke the permission.
- You can't transfer permission from marketer to marketer (or salesperson to salesperson).
- Measuring permission is the first step to forging a strong relationship.
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Some Questions that may help as well.
- Does every single marketing piece you create, encourage a learning relationship with your customers? Does it invite customers to "raise their hands" and start communicating?
- If consumers gave you permission to talk to them, would you have anything to say? Have you developed a marketing curriculum to teach people about your products (or services)?
- Once someone becomes a customer, do you work to deepen your permission to communicate with that person?
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