The Insurance & Advisor Coach (TIC)
Successful marketing in strange times
By mbeck
These are strange times we're living in. On the one hand, people are still spending money: they're buying cars, shopping for groceries, buying new clothes, going out for dinner, going to the movies and so on. On the other hand, however, there's this looming feeling of pending doom -- an anxiety created by uncertainty about the country's economic and political future and, more importantly, an anxiety about your clients' future -- and the future of their families.
And yet, life goes on; people are still living their lives. Understanding how people are reacting and making decisions in this currently frantic financial environment will help us be more effective and successful in our marketing efforts.
Let's, as producers, take a look at how all this turmoil causes people to think, act, react and make decisions.
As I illustrate all of this, I'm going to assume you are offering a valuable product and/or service that can really make a positive difference to your clients. I always find it easier to see other perspectives and adopt new strategies when I'm not the subject of an illustration. So, for purposes of this discussion, let's use my "Prospecting Made Easy" program as the subject. It's a good program that can make a positive difference for the people who apply these concepts and implement their strategies.
How would people react if I bombarded them with an in-your-face, "Buy! Buy! Buy!" marketing campaign? It's easy to guess what their reaction would be: They'd have the same reaction that you and I would have if backed into a corner. In fact, their reaction will be similar to what many of us do with TV commercials: We tune them out. We don't even hear the message. In times when people aren't as stressed out as they are right now, that approach will often produce results -- but not in this environment. No matter how good my program is, hardly anyone will currently take the time to hear me out. It's the same with you and your business. No matter how good your products and services are -- and no matter how good you are -- if you go about your marketing wrong, people will tune you out.
Now let's move to the other end of the spectrum, when we don't market at all -- simply allowing nature to take its course. Although that may sound silly and naïve, this approach is used by many producers. It's like sitting in your office and waiting for a newspaper or Yellow Pages ad to work, or waiting for satisfied clients to send referrals your way. Or, it might be something as passive as sitting in the office waiting for the phone to ring. Sound familiar? It's not such a far-fetched scenario; in fact, I call this passive marketing. What happens in your business when you just rely on advertising or casual word-of-mouth? My guess is that your experience would be pretty much what mine would be: some sales, but not many.
So, if aggressive, assertive marketing won't sell products/services and a passive, low-key approach won't work either, what will? The marketing methods that are most effective -- especially when people are a bit edgy -- are those that don't cause people to push back or become defensive. These marketing methods, of course, are ones that are relationship-based. Relationship-based marketing is more personal, less pushy and more natural.
Many people buy my programs because of the relationship I have developed with them. How does someone go about building relationship (thereby getting known, becoming liked and creating trust)? You do that by being seen in person and in print, by sharing insights and knowledge, by caring about others -- and by being helpful.
In my experience, most producers aren't seen by enough people. They don't network nearly enough. Too many professionals hunker down in their offices and wait for the phone to ring. Most people don't generate enough exposure for themselves to build a reputation and, as such, don't get as much business as they'd like. While it is possible to develop a name and reputation for yourself without actually getting out, it requires a serious, consistent effort of writing articles in newsletters, newspapers and magazines.
However, imagine what you could accomplish in your business if you got more people to know, like and trust you. Unfortunately, most folks aren't naturals at this. I know I wasn't when I first began networking. But this skill can be learned and even mastered. Being an effective networker -- whether one-on-one or at some networking event -- is easy to achieve once you have an understanding of the dynamics that take place. Knowing the kinds of things to say and the kinds of things to avoid saying are the keys to successfully generating interest.
The keys to success in times like these are refining and mastering the basics of marketing: how to meet people, build rapport and connect with them, as well as establish credibility with them. It seems that in this day and age, we're under so much pressure to produce that we've focused exclusively on leveraged, impersonal methods to find new clients. Many of us have forgotten how actually to connect with people and build relationships on a more personal level.
The only way to successfully market is to find prospects through relationships -- either by finding ways of meeting new people or by connecting with more referral sources in a meaningful way. When you implement consistent strategies for finding new clients by forging new relationships and strengthening existing ones, you'll see your income stabilize and grow -- even in strange times such as these.
*For further information, or to contact this author, please leave a comment and your e-mail address in the forum below.
And yet, life goes on; people are still living their lives. Understanding how people are reacting and making decisions in this currently frantic financial environment will help us be more effective and successful in our marketing efforts.
Let's, as producers, take a look at how all this turmoil causes people to think, act, react and make decisions.
As I illustrate all of this, I'm going to assume you are offering a valuable product and/or service that can really make a positive difference to your clients. I always find it easier to see other perspectives and adopt new strategies when I'm not the subject of an illustration. So, for purposes of this discussion, let's use my "Prospecting Made Easy" program as the subject. It's a good program that can make a positive difference for the people who apply these concepts and implement their strategies.
How would people react if I bombarded them with an in-your-face, "Buy! Buy! Buy!" marketing campaign? It's easy to guess what their reaction would be: They'd have the same reaction that you and I would have if backed into a corner. In fact, their reaction will be similar to what many of us do with TV commercials: We tune them out. We don't even hear the message. In times when people aren't as stressed out as they are right now, that approach will often produce results -- but not in this environment. No matter how good my program is, hardly anyone will currently take the time to hear me out. It's the same with you and your business. No matter how good your products and services are -- and no matter how good you are -- if you go about your marketing wrong, people will tune you out.
Now let's move to the other end of the spectrum, when we don't market at all -- simply allowing nature to take its course. Although that may sound silly and naïve, this approach is used by many producers. It's like sitting in your office and waiting for a newspaper or Yellow Pages ad to work, or waiting for satisfied clients to send referrals your way. Or, it might be something as passive as sitting in the office waiting for the phone to ring. Sound familiar? It's not such a far-fetched scenario; in fact, I call this passive marketing. What happens in your business when you just rely on advertising or casual word-of-mouth? My guess is that your experience would be pretty much what mine would be: some sales, but not many.
So, if aggressive, assertive marketing won't sell products/services and a passive, low-key approach won't work either, what will? The marketing methods that are most effective -- especially when people are a bit edgy -- are those that don't cause people to push back or become defensive. These marketing methods, of course, are ones that are relationship-based. Relationship-based marketing is more personal, less pushy and more natural.
Many people buy my programs because of the relationship I have developed with them. How does someone go about building relationship (thereby getting known, becoming liked and creating trust)? You do that by being seen in person and in print, by sharing insights and knowledge, by caring about others -- and by being helpful.
In my experience, most producers aren't seen by enough people. They don't network nearly enough. Too many professionals hunker down in their offices and wait for the phone to ring. Most people don't generate enough exposure for themselves to build a reputation and, as such, don't get as much business as they'd like. While it is possible to develop a name and reputation for yourself without actually getting out, it requires a serious, consistent effort of writing articles in newsletters, newspapers and magazines.
However, imagine what you could accomplish in your business if you got more people to know, like and trust you. Unfortunately, most folks aren't naturals at this. I know I wasn't when I first began networking. But this skill can be learned and even mastered. Being an effective networker -- whether one-on-one or at some networking event -- is easy to achieve once you have an understanding of the dynamics that take place. Knowing the kinds of things to say and the kinds of things to avoid saying are the keys to successfully generating interest.
The keys to success in times like these are refining and mastering the basics of marketing: how to meet people, build rapport and connect with them, as well as establish credibility with them. It seems that in this day and age, we're under so much pressure to produce that we've focused exclusively on leveraged, impersonal methods to find new clients. Many of us have forgotten how actually to connect with people and build relationships on a more personal level.
The only way to successfully market is to find prospects through relationships -- either by finding ways of meeting new people or by connecting with more referral sources in a meaningful way. When you implement consistent strategies for finding new clients by forging new relationships and strengthening existing ones, you'll see your income stabilize and grow -- even in strange times such as these.
*For further information, or to contact this author, please leave a comment and your e-mail address in the forum below.
