Bang bang, do you know what a trigger point is? If you don’t you should!
A trigger point is the very point in which somebody decides or is motivated to buy your product or service based on an immediate need. When somebody realizes that they need your product and service, either you or your competitor will get the business. So, the question becomes how do we make sure that you get the business over your competitor?
As a business owner, no matter how hard you try, hope, coax or influence a buyer, they will not purchase your product or service unless they are motivated to do so by a specific need. There needs to be a triggering event or trigger point in a persons life before a person goes from just looking (a.k.a. tire kicking) into buying mode.
Have you ever noticed how many times a day you get inundated with advertisements? Think about that for a moment, between television, radio, the Internet, mobile advertising clothing, the list is endless. Chances are if you’re like me you ignore 99% of all advertisement on a daily basis until you realize that you are getting ready to purchase a product or services that fulfills a need you have.
Advertisers spend millions of dollars each year advertising their product and services in the hopes that they can catch you at the very moment you decide to make a purchase. This is why you see so many businesses jumping on the “social media bandwagon.”
On the other hand I have been told by just as many business owners that they don’t have time for this whole social nonsense.
Social media offers a business the ability to be in front of and engage with people they want to do business with in a relaxed no pressure environment.
Think about McDonald’s for a moment. According to answers.com McDonalds spends over $2 billion a year in advertising. They also have a strong social media presence on Facebook and twitter, Why do you think that is?
When you go to McDonald’s Facebook fan page, right now, they are using it to promote their delicious new dipping sauces for their tasty chicken nuggets. They also use their Facebook page for career opportunities, showcase videos and pictures, nutrition information and of course talk about their food. I am pretty sure with absolute certainty that anyone reading this post could name the majority of menu items on their menu.
Why do you think McDonald’s uses social media to further promote their brand?
McDonald’s doesn’t have to spend their money on various forms advertising and social media, in fact they don’t even have to have the social media presence that they do. They do so because when you think of eating fast food, McDonald’s wants you think of them.
The key to social media or should I say using social media effectively is not to use it as you would a sale brochure. Social media is meant to engage, be informative, have a conversation, share knowledge or develop a relationship. The reason your business should have a social media presence on sites like Facebook or Twitter is to help you develop a relationships with the people who will eventually need or want your product or service.
I look forward to your comments and I am interested to hear how and if you incorporate social media into your marketing and business plan.
I also have found that if the person is not ready during the initial relationship building process, and you give them some valuable information or a contact for something else they are looking for at that very moment; then they will come back to you when they ARE ready to make the purchase for the product or service you have if
1) the contact you gave them gives them good service with what they wanted at that moment, and
2) you have continued to stay in contact with that potential customer, and asked them about their eperience with that other client.
Renee
Great points Renee
Whew, for a minute there I thought I was going to have to start shooting my clients and that certainly seemed counter-intuitive! You’re so right – I’ve cultivated relationships with potential clients for months or longer and was there when they eventually needed my services. Plus, I’ve gotten to know some great people who’ve given me great information too.
Hi Lisa and not to mention that shooting your clients would be bad for business. If a business does not take the time to build relationships that is essentially what they do. Strong relationships help strengthen customer loyalty. Rock on and be powerful today.