Share Your Recipe for Success
Every amateur cook knows the value of finding a coveted recipe.
I love Indian food, but (and my family will attest to this) I usually fall short when trying to cook a dish from memory, or when I use ingredients I assume will taste right — a thrilling little experiment for me that unfortunately doesn’t please many dinner guests. So when I recently heard that one of my friends had a top-secret curry recipe from one of my favorite Indian restaurants in town, I couldn’t wait to get my hands on it.
In business, your company is like the tastiest dish your prospects have yet to try, and building a foundation for their familiarity with your product can create the confidence it takes to bring them to the table. The goal is to initiate and maintain a relationship with your prospects, and to essentially be that good friend who generously shares their top-secret recipe.
Begin sharing your recipes for success early on — using information, experience, and know-how. Teach your prospects to trust your expertise enough to give you a try when they’re ready — because believe it or not, your product is an acquired taste, no matter how wonderful it is.
The key here is to provide a foundational experience from which to start, and that’s something you need to begin building for your prospects from square one.
Our Recipe for Prospect Relationships: Square One
Ideally, you will have a nurturing campaign in place before your new leads come down the funnel. Whether it’s a top-of-mind strategy through your monthly newsletter, or customer testimonials and white papers, you’ll benefit from having a pre-existing foundation on which to build relationships with the prospects who will eventually become your clients.
People will always do business with the company they know and trust. They want relationships! And the secret to any relationship is sharing.
You might be thinking, but what can my company share that will be actionable and effective? As it turns out, there’s a lot you can share right now that your prospects may not even know they need.
Share your useful content with prospects to demonstrate your willingness to help. Share your unique know-how, tools, resources, and expertise — and ask nothing in return. Do you have the secret to using content marketing to stay top of mind? Do you have a direct mail strategy that has sent your ROI through the roof? Don’t be selfish with your information and data. Share it! Be helpful, spread knowledge, and earn respect.
People do not like to buy from companies that operate irresponsibly in terms of social and environmental issues, and your future clients will take note of unethical advertising. In your personalized newsletter covers, talk about the issues that matter to you and your business and share your values. Actively show your clients how you are giving back to the community and to the world, and provide them with opportunities to join you in your efforts. Your marketing copy should be honest and upfront to reflect your outstanding ethics and company core values.
People buy from people who are top of mind. Don’t go too long without sharing value with your prospects. Stay current with your clients by delivering regular (but never spammy) content they can use and share. As we talked about in our blog last month, persistence reigns in the sales realm. With only 2 percent of sales occurring during a first contact with prospects, and most sales occurring after at least five touches from a business, it’s more necessary than ever to stay persistent and be consistent.
The best part about approaching prospects with an attitude of sharing and building relationships is that your content will be more greatly shared once it is in the hands of people who trust you. Even if they aren’t ready to buy, building this foundation prompts them to refer others to you.
Much like a good recipe, people love to share great content with friends and family.
Sharing boils down to personalizing the experience. According to “Leading on the Edge of Chaos: The 10 Critical Elements for Success in Volatile Times” by Emmett C. Murphy, “Companies that prioritize the customer experience generate 60 percent higher profits than their competitors.” Does that 60 percent sound good to you?
Providing that personalized experience for your customers will foster a greater buzz about your company. Enabling your prospects to grow and nourish their own relationships through sharing your information and ethics will add even more value to your content and a deeper credibility to your brand. Prospects who feel connected to you are more easily converted into clients, and are more loyal ones at that.
Every current customer had to start somewhere. When it comes to prospects, approaching them as an expert chef with all the secrets and experience is the best way to stand out and ultimately get them cooking with what you have to offer.