A Critical Marketing Process: Know, Like, and Trust

That is the psychological process your customer experiences in the process of developing the affinity bond with you and your business.

Every person prefers to purchase goods and services from someone he or she knows.  That makes sense, doesn’t it?  If you know someone, you feel more comfortable with what he or she has to say.  Of course, if you don’t like or trust that person, you will simply move on to some other source.

The next stage in the affinity bonding process is to come to “like” the person we have recently come to “know.”  This takes more interaction–more interchanges in the affinity bonding process.  This process is part of developing relationships.  Good relationships simply don’t instantly develop.  It takes time and multiple contacts.

After we have come to like someone, we have more confidence in what that person says.  As that confidence develops, we come to “trust” the person.  We begin to not only have confidence in what he or she says, we also develop a trust in everything he or she says.  Again, notice that this is a process which occurs over multiple contacts and interchanges.  

The average sale of nearly anything requires from five to nine contacts.  Some sales experts say that number can be as high as eleven.  Another interesting statistic is that 80% of salespeople never make the second contact!  That is amazing when it would be so easy to continue the process with additional contacts.

Of course, in the process of affiinty bonding it is not necessary to do that with a face-to-face contact, though that does count.  You can contact your customers with email, postcards and letters, telephone calls, faxes, etc. 

Again, making additional contacts  with your customers and potential customers is so important!  You may say, “But that is simply too much trouble.”   My response would be, “Do you prefer to spend five ot six times more time, effort, and money to make your sales?”  That is what it will take to sell a given amount of goods and services to someone you have never met as compared to someone you already know.

Understanding that your response should be, “Paul, I’ll be delighted to continue the process of contacting all the people on my list.  I know some of the potential customers will become customers and some of my customers will become excellent customers!”  Why would you want to simply spend more to get the same amount of income . . . or less?

Do you want to automate the process making it much more effective and less time consuming?  You should.  Take a look at this.  I’ve found it to be very successful and makes my work a lot less.  You can try it out without making a committment.

Any way you do it, by all means build the “know, like, and trust” pattern in the people on your list.  Later we’ll discuss how to turn your customers into raving fans.

To your business success!

Paul Elliott

Marketing With Unbelievable Guarantees!™
http://www.MarketingSuccessBlueprint.com/blog

© 2008, Paul Elliott, All rights reserved world wide.

Tags: small business, hypnotic marketing, scientific testing, business, offline marketing, , psychology, guerrilla marketing, strategic marketing, offline business