Eliminate Resistance With Indirect Reverse Marketing Approach
Eliminate Resistance With Indirect Reverse Marketing Approach
What I am about to teach you, is a method for reverse marketing called the indirect approach. With this strategy, you are really reversing the selling process. The indirect approach uses techniques to market your product or opportunity directly to potential clients, completely devoid of you ever asking them to do anything. The desired result is having individuals requesting your service, instead of you making your pitch.
As you most likely already recognize, people love to buy, but they don't enjoy being sold to. Consider this, consumers are purchasing goods every day, however, not too many like to sit around and chat with a pushy sales person. How frequently do you walk into a retail store, and immediately a sales associate approaches you asking how they may assist you? Now, how many times have you quickly given them the automatic blow off line - no thanks, I'm only looking? The funny thing is, you know and they know you aren't there to just browse; you are there to puchase, but do not wish to be disturbed. You like to control your decision to purchase what you want. This is where reverse marketing becomes a brilliant strategy.
How Does An Indirect Approach Equate To Reverse Marketing?
As I mentioned, most customers don't want to be coerced into purchasing something. Additionally consider the fact that people love it when they can claim new ideas. Plus, doesn't it just feel good when you are the one responsible for making smart decisions and getting good deals? What does all of this have to do with your business? The most effective sales associates are those that comprehend human nature. Let me share an illustration of a reverse marketing or indirect sales approach.
Result of Not Using Reverse Marketing
You have a product that you market that solves a common problem. The statistics tell you that at least 7 in 10 people are affected by this issue. You not only know the numbers, but you personally know people who complain about this problem openly. The typical sales person will make contact, and immediately tell everyone about the new awesome product they have. They will also proceed to tell that person how their product will help to solve their personal problem. Lastly, the average sales person asks everyone they know to buy the miracle product. So what is the average result? The sales person is met with resistance, usually followed up with the standard response"let me think about it." Now let's explore the indirect or reverse marketing scenario, with the identical product example.
Result of Using Reverse Marketing
Rather than asking your friend directly to try the product, you do the reverse. It sounds somewhat like this. "Hi Mary, you probably haven't heard, but I just started a promoting a new product in the XYZ field, and am doing some market research, and I was hoping you would be able to help me out with something." Give her time to answer. Typically people like to be helpful, and will respond positively. "Mary, I understand this doesn't apply to you personally, but I am looking for people right now who suffer with XYZ problems, who could trial my product for me so I can get some basic feedback. Who do you know Mary that might be dealing with this type of problem right now?" This reverse marketing or indirect strategy removes the selling from the process. In reality, you did not pitch anything to Mary, or ask her to test, trial, or buy something from you at all. The reverse marketing technique here is actually removing Mary as a potential customer. Getting back to this scenario. If Mary seriously has this problem, at this point she will let you know about it.
Proceed With Caution - Do Not Reverse the Reverse Marketing Strategy
This is a critical time in the example. This is the time when inexperienced business owners get excited and their indirect reverse marketing approach unravels. The newbie starts selling to Mary. When you do that, the wall will come up, and Mary will turn cold in a hurry. What you must do at this point is resist the temptation to tell Mary too much about your product. Telling is selling, and selling will reverse this method. Instead, simply continue asking Mary about her problem in very basic terms. Don't be dramatic in your responses either. It may sound something like this. "Really Mary, tell me more about your situation." Allow Mary to explain what she has been dealing with, and keep your responses short, only affirming that you are listening. Then respond with your intended question "Mary, I don't know if this will help you at all, but if you could assist me by completing a trial, we will find out together if this can help you and provide some relief. Will you help me Mary?" Of course Mary will help you out, because she could also be helping herself at the same time!
The reason the indirect reverse marketing approach works so well, is because it is founded on pure human nature, as illustrated, Mary willingly participated. In fact, she came up with the idea herself. You did not need to convince her to do anything.
The Indirect Reverse Marketing Close
When the person begins to ask for more information about the product or what to expect, reply very succinctly. Avoid getting into a lengthy conversation with her about the details. Avoid giving Mary too much information, because too much information gives people too much to think about. When you give individuals too many details to ponder, it halts your reverse marketing strategy. Prepare ahead by bringing a document you can include with the product. Preparation allows you to address their concerns, without having to get involved with a sales presentation. Respectfully explain to the person that you don't want to bias their trial with details. It is more important for her to experience it, so you both can gain a deeper understanding of how well it works, or if it works.
As you've probably heard, the fortune is in the follow up, which is particularly key in this reverse marketing approach. You'll need to stay in touch with people in order to document their results. Your indirect strategy is merely your method to share your product, while your profits and repeat customers is the result of service after the sale.
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