Keith Goodrum

Think about it… The last time you bought a product or service you felt comfortable with the person or company. Or if you did buy something and did not feel comfortable your probably felt stressed out making the buying decision. And the larger the purchase the more anxiety you probably felt.

It’s not uncommon for many people go though a whirlwind of emotions trying to make a buying decision. Especially with a large purchase. They want to make the right decision… they are afraid of making a mistake, and looking foolish.

So, how do most people approach a buying decision?

Most people when they decide to buy something they will do usually do the same thing. Start asking around to see if anyone has purchased what he or she is thinking about buying. They want to find out if anyone has any experience with the company or person.

It’s called word of mouth marketing, testimonials, social proof or any number of names.

But really they are looking for someone who has a relationship with the company or person. They want to find someone they trust who has had some kind of experience with this product, or service. The best scenario is to find a trusted relative, friend or co-worker who will give a good endorsement.

Ultimately they are hoping to leverage that relationship into a positive buying experience.

Lacking a close associate with a positive experience they have to rely on another purchasing method. And this is where the stress can begin.

Most people know that marketing is about putting your best foot forward…

Every company is jumping up and down screaming – “We’re The BEST! We Have The BEST QUALITY, SELECTION, SERVICE & PRICES!!!!” They spend all of their time, energy and money talking about themselves. How great they are… and most consumers don’t care about any of that.

Help enough people get what they want, and you’ll get what you want. – Zig Ziglar

Pretty good advice. And I’ll bet you’ve heard it a 100 times before. This one of Zig’s most famous quotes.

But what does it mean?

Simple you have to stop screaming and listen to the customers. They are eager to tell you exactly how to market them. Customers are looking for solutions to their problems. All you have to do is hear it and give them what they want.

But did you know that by listening to your customers that it will build a relationship? You see by listening to your customers and responding to them; you are having a conversation. And those conversations will naturally build relationships.

Customers will start to trust you because you are listening and providing a real solution.

That’s my take on it… How about you – What is your take on this?