When was the last time you approached a potential customer, only to get a dismissive wave of the hand and a “no thanks”? The swarm-and-greet approach is dwindling any patience people ever had as consumers. This annoyance may very well explain why we’re turning to online shopping for a solitary experience.

Likewise with cold emails, getting a reply or an acknowledgement is difficult to come by. As a result, companies are increasingly turning to online ads that follow users around the Internet – all this in an attempt to promote their products and services. Even activating incognito mode can only do so much to get away from intrusive marketing.

So what can you do to sell and market your brand without coming on too strong? How can you get your target audience to open up to you when you’re about to make your sales pitch?

Use content marketing to build trust

Earning the trust of prospects and customers alike is vital for any business’s success. If your target audience thinks your company is credible and trustworthy, they’re more likely to support you and buy what you’re selling.

One tried-and-tested way to establish that trust is through content marketing. Spend less time talking about how great your brand’s offerings are. Instead, focus on creating valuable, informative content that your prospects are searching for.

Keep in mind that you need to be consistent in pushing content. Any articles or blog posts should be written for a clearly-defined audience.

Engage people by responding to them

Like many other trained sales representatives, you would have memorised your sales pitch. And in your desperation to close a case, you would have rambled on, hoping for your prospect to cave in and say yes.

While this may work for others, you’ll find more success listening than talking at someone. If a potential customer raises a concern about something you’re pitching, don’t cut him off. Spend some time listening to his problems and tailor your pitch accordingly. That way, you’ll sound more empathetic and likeable in the eyes of your prospects.

If you’re marketing your products and services online, keep a lookout for any comments. Whether it is feedback in an article, blog post, or social media post, reply to these people. Keep the conversation going and be genuinely interested in what they have to say. You may even find yourself discovering a new perspective from your target customers.

Know when to give up

Rejection is part and parcel of the sales prospecting process. Consumers dislike pushy sales associates because some can’t seem to take no for an answer. Sometimes, people are not interested because they already have a similar product offering. Others may not consider you as their financial circumstances have changed. Whatever the reason may be, it’s best to focus your time and energy on connecting with other prospects.

Remember, times have changed and customers now have access to lots of information on the Internet. What people want isn’t an influx of information – they want to know they can trust you before buying into your business. Shift the focus to building long-lasting relationships with your audience, and you’ll be on the road to a more sustainable venture.

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