-Theodore Roosevelt

Think back to the people you feel comfortable with. It could be your spouse, other members of your family, colleagues, business associates, customers, and even the mail carrier. What is it about these people that make you feel comfortable? Where does this comfort come from?

It may have been a common experience you had with a particular person-a movie you both appreciated, mutual friends and acquaintances, or a similar outlook on life. If you have the same experience with the people you do business with, the results can be the same. The people we like to do business with are people we like, respect, and trust – people we feel comfortable with. But where does this comfort come from?

In the 1960s, psychologist Albert Mehrabrian conducted a groundbreaking experiment. He found that people judge other people based on three observable clues: words, the para-verbal, and the nonverbal.

Words

Think about someone you met for the first time. You may have thought to your self, “What an interesting person. I really liked the way he or she answered that question. That is exactly what I would have said.” Or you may have thought, “This person is a real jerk. I never would have said that.” Either reaction would have been based on what the person said-the words-but words are only one part of the equation.

Para-verbal

Para-verbal is not what you say but how you say it. It is the tone, pace, tempo, speed, or volume of your voice. We all listen to people and create impressions of them based on how they use their voices. This is the second part of the equation. But there is one more element.

Nonverbal

Yes, we do judge a book by its cover. We are all guilty of judging people by how they present themselves. We might say, “There is a successful person-she has that look of confidence in her eyes” or “He’s a loser-look at the way he is dressed.”

What do para-verbal and nonverbal clues have to do with face to face marketing – everything? Mehrabrian discovered that the relative importance of each in the equation is as follows:

Words: 7 percent

Para-verbal: 38 percent

Nonverbal: 55 percent

These numbers tell us that 93 percent of a person’s impressions of another is not directly related to what they say but how they say it; an important lesson for anyone in business. Customers do not just look for the best price; they also need a comfort level with the people they plan to do business with and they can only achieve this goal through a face-to-face marketing experience. Rapport will develop faster and last longer if you show your customer how much their business means to you rather than tell them. Build rapport with actions rather than words.

Rapport during the Ice Breaker

When you greet someone for the first time, it’s difficult to know how this person will react. If the person is timid and you greet them with a loud and boisterous “Hello!” there is a good chance this person will quickly move on. The best way to approach and begin to make someone feel comfortable is in a manner that is most compatible with the way they normally act. Rapport building starts the minute the conversation begins. Listen and watch how this person answers questions. Don’t just listen to the words; also study the para-verbal and nonverbal.

Para-verbal clues will reveal that some people speak loudly and others are soft-spoken, some will talk fast and others slowly, some have lots of inflection in their voice and others are monotone.

Nonverbal clues reveal that some people are demonstrative and others are standoffish, some will stand tall with perfect posture and others will slouch, some will come inside your personal space and others will keep their distance.

While many of the differences may be cultural, they all give strong clues on how you should proceed. By reading the clues properly, you are taking the first important step toward building rapport.

Let’s assume you approached by a potential customer and asked a well thought-out question. Let’s suppose that this person replies in a soft voice as in our previous example. If you normally speak in a loud voice and don’t adjust the volume this person will feel alienated and uncomfortable and a wall of indifference will develop. When you lower your voice to match theirs, the chance of creating comfort is greatly enhanced. There are many clues to look for such as posture, gestures, personal space, personal greetings, speed, pace, and tone of voice, to name a few.

By matching the para-verbal and nonverbal, you two now have something in common. As you proceed, look for additional clues that tell you how to act.

One word of clarification: Even though para-verbal and non-verbal are adjusted to match the person you are with, you never change your level of enthusiasm for your product or service. If a prospect approaches and the person’s body language says he or she is tired and irritable, you adjust your para-verbal and nonverbal to closely reflect theirs, but on the inside you always remain as passionate and enthusiastic as ever.

Conclusion

While e-commerce is growing by leaps and bounds, there are still many situations where customers want to know the people they are going to do business with. The best tool in your marketing arsenal is face-to-face opportunities like special events and trade shows. When you add well honed rapport building skills to your approach, you can expect a definite increase in your results.

What does your packaging design say about your business?

For some businesses, packaging design may be cardboard boxing and shipping labels, for another it may be T-shirts and a website, it all depends on the nature and objectives of that business. But no matter what method is utilized for your product packaging, it should properly protect your product while still communicating your company’s uniqueness.

Your product packaging should speak to your audience through its:
• Design/Structure
• Color
• Message
• Creativity

And it should also:

Exemplify your businesses market positioning-Whatever sets your business apart from your competition should be easily identifiable in your product packaging. If you are targeting adults vs children, the thrifty vs. couture, this should be evident in your brand packaging design. Colors, prints, language, and quality of the material used in your product packet can all be used to achieve this goal.

Display a visual representation of your business- There’s no easier way to lose the attention of consumers than by offering packaging designs that do not clearly define what the product is and how it will benefit them. With so many products to choose from, few people will give your product or service more than a mere obligatory glance if you do not create a logo, image, or other graphic to convey who your business is and what you provide.

Reflect the value’s of your customers-Once you’ve identified who your target audience is, you must draw them in and evoke an emotional reaction which will result in a purchase. Making a connection with your customers is the only way to establish a market and to build loyalty. Researching and targeting the habits, lifestyles, opinions, and views of your target audience will make identifying their value’s much easier.

Implementing an innovative packing design is part of your company’s brand management and should be undertaken by packaging design consultants either in-house or from a reputable and accomplished branding or marketing and advertising firm.

When it comes to the success of your packaging design, it’s important to seek out the best.

1. The source.

What better place to prospect than when you are standing in line at a grocery store, right? Would you try to sell dog food to a person in a flower shop? You might have a better chance of selling them flowers. Where your prospect is, whether you are talking about physical location or their mindset, can have a huge bearing on whether they are open to seeing what you have. If you are using banners online in your advertising the location plays a huge factor on the quality of the prospect. For example, if you advertise a banner on a site that is geared towards people who are looking to kill time with a fun new hobby, then you may be wasting your advertising money. It’s not because they are cheap, it’s because they are not looking for what you are offering. Your time is valuable and you can’t afford to spend your time convincing them to take your opportunity seriously if that is not what they are already looking for.

2. How you market your opportunity.

Early in my network marketing career I was on a training call and a new recruit, full of excitement, got on the call and started to declare that she was going to go door to door prospecting because she thought the opportunity was so great. Luckily, the leader told her that it was probably not a good idea. Why? If she was to prospect door to door the prospect would probably think that they would have to go door to door themselves. This is a great lesson for everyone in the industry. How you prospect sends a message loud and clear! Do you come across as a professional or do you look like someone that is desperately looking to talk to anybody that will look your way? A lead, no matter how qualified, will appreciate being prospected professionally. This will give them an insight into what you will be teaching them about growing their own business. If done properly people will look at your business and want to copy what you are doing. They should look at you as an expert.

3. Consistency in your marketing.

Have you ever gone to a store hoping to find a deal that you saw was advertised only to find out that they only had one in stock, and it was already gone. Did you feel tricked? Of course you did! They were advertising something that you wanted, but they were not offering. I have heard stories of network marketers asking strangers that they meet in a gym out for coffee saying that they are looking for friends because they are new to the area. Then, once they finally sit down together the marketer blind sides the prospect with a presentation. It did not work well for them and it will probably not work out well for you. Whether you have bought leads or you have generated them yourself your offer and marketing should be consistent. If you offer them something make sure you deliver. If you tell them it is a certain type of business then that better be what you are offering them. Leads that come to you expecting what you have will be much more likely to take the next step with you.

Some people seem to have a knack for turning leads into money. Being successful at MLM, network marketing, or top tier direct marketing is not simply a matter of buying or generating the necessary amount of leads. What you do with a lead is the key to turning a lead into a lasting business relationship. What you do with them once they are in your business is the key to being profitable and helping others achieve the same success.

In this article I share my key credit-crunch busting tips for squeezing tons of untapped revenue out of your business even if you’re just starting out: -

1. Ensure Your Marketing Funnel Works

How are you handling new and existing leads? How is your marketing funnel working? Do you have an effective follow up sequence set in place or are people falling through the gaps? This is where you should be spending the majority of your time right now. Follow up is queen in this economy. Ensure that you are cultivating the relationships that you already have. These are the people who already know you, they may have bought from you before so will understand the value of your offerings.

2. Focus on Your Current Client Base

Begin harvesting the relationships that you’ve been cultivating in the past months and years. Acknowledge your community. Let them know that they are important to you. Make them feel special and thank them. Now is a good time to be utilising information marketing techniques. Be mindful of your clients needs and tailor everything you do to helping them fulfil them. Give away lots of meaty information; provide value and assistance that builds trust and confidence. Your clients do still have money to invest, but they need to understand the value of what you offer and be well informed to feel confident about making a purchase.

3. Design Special Pricing, Products and Programs

Begin by identifying the top 20% of your clients and the top 5% and start to create special pricing, products and programs that specifically cater to their needs. Ask your list and past clients what they need. Do a survey. What are they struggling with now? What are their obstacles? Think about ways that you can create both niche products and multiple offers at varying prices points that will fulfil those needs. A one price fits all business model will not work in this economy. Just remember, people STILL need your products and services, their challenges ARE still there. In fact, their situation is probably accentuated by the current economic climate. Be aware that if you don’t fill your clients needs they will look elsewhere. So it’s your job to be creative. Offer multi-level pricing for your services and offer information products at lower price points which act as the lead in to your higher priced products and programs.

4. Increase Customer Value

Don’t focus on getting more new people on your list unless you’re just starting out. Your focus should be on getting those you have to spend more with you. Your list will grow naturally when you’re seen to be doing well and your clients will refer you to others when you help them get results. People are most likely to buy from you when they have just made a purchase. Implement immediate upsells which will increase your customer value. Do your clients know that you offer other products and services? Are you upselling? Identify each customer touch point and ensure that you are upselling new and exciting products and services at each of these points.

Let’s take a look at some ways you can communicate your firm’s marketing message.

How You Dress

Every professional has a different idea of what clothes are appropriate for business. Certainly, if you’re doing client work at your dining-room table at midnight, it’s okay to be in your Winnie-the-Pooh pyjamas. But meeting with clients is another matter entirely.

Keep in mind that the goal is to make the client feel comfortable. In many instances, dressing in a three-piece suit is not what will make a client feel comfortable and feel that you are warm and approachable.

Some client situations will clearly dictate the appropriate clothes.

For example, if you are meeting a house-building client at his construction site, you will want to wear clothing appropriate for that venue, perhaps a dress shirt and jeans. On the other hand, if your client is a funeral director, you will want to make sure you dress in a similar fashion to her, which will most likely mean simple dress clothes in dark colours.

When dressing for the office, always keep client perceptions in mind.

How You Answer the Telephone

The way you and your staff answer the business phones can either garner or turn away new clients. It can either make existing clients feel valued or make them feel bothersome.

When you are bogged down in the day-to-day operation of your business, you may not put much thought into your tone or how your staff answers the phone, but these simple things can communicate a lot about your business.

How You Decorate Your Office

In addition to your telephone manners, your office also speaks volumes about you and your business. If your office is always a mess and has stacks of files and papers all over the place, it conveys the sense that you are disorganized and unprofessional.

If, on the other hand, it is warm and inviting, it conveys comfort to clients.

Take a look at your office from a client’s perspective. It’s easy to get “office blind” – where you don’t see the mess any more. Try to see what a client sees and make your office as clean and inviting as possible (and, of course, make sure that all client files are tucked away out of sight).