Sincerity can make all the difference in your marketing
Credit: Judy Murdoch | ©2009
A couple years ago, I was talking with someone who was, for me, a very challenging client.
I'm all about cultivating relationships that result in opportunities to sell. This particular client seemed allergic to cultivating relationships for reasons I never really understood.
I remember one such meeting, I was trying to explain to my client the wisdom of first creating trust and credibility before trying to get a sale. And my client was blocking me at every turn with reasons why relationship development would not work for their business.
It was maddening.
Finally, I cried with exasperation, "Well, why the heck do you want to keep working with me since my approach doesn't work for you?"
"Because you're sincere," the client replied.
"Who cares" I thought to myself since it didn't seem to be to helping my client grow their business.
Since that time I've changed me mind about the quality of sincerity.
I think it's impossible to have sustainably effective marketing without sincerity.
The Importance of Being Sincere
The word, "sincere" is derived from the Latin word, "sincerus," meaning whole, pure, genuine.
When you think about today's business climate, sincerity isn't a quality that comes to mind. But it's a quality human beings need to perceive to be willing and able to buy.
The Place of Sincerity in Your Marketing
First, it's important to remember the real role of marketing in your business.
Marketing is not about making a sale. Marketing is about creating a relationship based in trust and safety so that a sale can occur.
Regardless of public sentiment towards business, people and companies still have problems that need to be solved and stuff that has to get done.
Your prospective customers want to be able to trust you because they need to buy what you sell.
The marketing you do is all about establishing visibility and credibility so that there's enough trust for the purchase to happen.
I'm all about cultivating relationships that result in opportunities to sell. This particular client seemed allergic to cultivating relationships for reasons I never really understood.
I remember one such meeting, I was trying to explain to my client the wisdom of first creating trust and credibility before trying to get a sale. And my client was blocking me at every turn with reasons why relationship development would not work for their business.
It was maddening.
Finally, I cried with exasperation, "Well, why the heck do you want to keep working with me since my approach doesn't work for you?"
"Because you're sincere," the client replied.
"Who cares" I thought to myself since it didn't seem to be to helping my client grow their business.
Since that time I've changed me mind about the quality of sincerity.
I think it's impossible to have sustainably effective marketing without sincerity.
The Importance of Being Sincere
The word, "sincere" is derived from the Latin word, "sincerus," meaning whole, pure, genuine.
When you think about today's business climate, sincerity isn't a quality that comes to mind. But it's a quality human beings need to perceive to be willing and able to buy.
The Place of Sincerity in Your Marketing
First, it's important to remember the real role of marketing in your business.
Marketing is not about making a sale. Marketing is about creating a relationship based in trust and safety so that a sale can occur.
Regardless of public sentiment towards business, people and companies still have problems that need to be solved and stuff that has to get done.
Your prospective customers want to be able to trust you because they need to buy what you sell.
The marketing you do is all about establishing visibility and credibility so that there's enough trust for the purchase to happen.
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