Stop selling to people!

Yael Warman

We live in a new era of consumer behavior. If you keep thinking people want to be sold to and design your marketing strategy with that basis in mind, you’ll fail in your endeavors. People don’t want you to push your products and services down their throats, they don’t even want you to show them […]

Stop selling to people!

We live in a new era of consumer behavior. If you keep thinking people want to be sold to and design your marketing strategy with that basis in mind, you’ll fail in your endeavors. People don’t want you to push your products and services down their throats, they don’t even want you to show them how flashy and sparkly and awesome your product is.

People want to make decisions. They want to gather enough information, they want to ask their peers for recommendations, they want to read reviews, and they want to make what they feel is an informed, intelligent decision.

While you cannot make the decision for them, there is a lot you can do to encourage them to make a decision in favor of your product or service.

Provide them with valuable content

As a broker you have built your business claiming to provide the best service to your customers, the lowest fees and the most state of the art platforms.

Well, so does every other broker out there. If you are using a white label solution, you are providing the same platforms as your competitors. In today’s competitive market, your commissions are awfully similar. So, if you offer traders the same thing Joe Broker offers, what makes a trader choose you over them? What makes you different?

Added value. Give something to the customer that makes them feel as though you truly care about them and their interests, rather than trying to push products in their faces.

Valuable and interesting content material does just that. Share your corporate culture, your knowledge and expertise, publish material that aims to enhance the customer’s experience and lifestyle. Use your blog, your website and your social media channels to distribute valuable messages (valuable to the customer, not your top line). Publish articles in third party publications and guest blog.

Show your audience that you are an expert in your field and that you care about their personal interests and you will generate brand awareness and create customer loyalty that will survive the competitor’s price cuts and gimmicky offerings for years to come.

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