Are you Trying to Sell or Connect Emotionally with Contractors?

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter

There’s a time and place to sell and you need to know when that is. Social media is one of those times when selling shouldn’t be your prime objective; connecting with your target audience should be.

This should be no surprise, but Google surveyed 3,000 B-to-B buyers and one of the main outcomes of the study was that brands that connect with buyers on a personal and emotional level are twice as likely to convert than brands that only try to sell stuff.

When trying to reach contractors you need to find out the emotions that are most important and address them accordingly on a regular basis.

I’ve always been a big believer in relationship selling. After all, we usually buy stuff from people we know, like and trust. Agree? So why not take that to another step in the selling process by using the same principles to your marketing efforts?

This is especially true now that content and content marketing is such a big part of everyone’s overall strategy.


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