Don’t sell to your customers. Help them to buy.

Furniture adby Tony Fannin, CEO/Partner, BE Branded  |

Help your customers buy from you. So, what does that mean? It’s not just greeting them at the door asking if you can help them. It’s not just making your web site easy to navigate. It’s not even about giving them deep discounts and free perks. It’s about helping customers with their current issues that are preventing them from buying from you. As with a great brand position, it’s not about you, it’s about them.

For example, IKEA wanted to increase overall gross sales. They did it in a way that truly helped customers buy from them and stayed true to their brand. IKEA offered to help customers who were looking to buy IKEA furniture, sell what they have currently. This was accomplished by sharing their media buy space and advertising the used furniture and starting an IKEA flea market on Facebook. This helped solved an issue of what was preventing customers buying more from IKEA. This program gave them more money to spend and helped get rid of their current old furniture at the same time. Brilliant strategy.

Too often, businesses are looking to sell instead of trying to help the customer to buy. There’s a difference. One is very self-centered and the other is customer centric. Great companies are able to infuse their brand into being creative on how they truly help their customers. They start from a center of what’s in it for the customer before they think of how it is profitable for us. Many great brands operate from the concept of, “the better we fulfill our brand and mission, the profits have never failed to appear.” Profits isn’t just about making more money, it is a reflection of how well and consistent you are delivering your brand promise. Often, many companies resort to FREE services, products, etc., but that isn’t what drives loyalty and a sense of caring. It is how you help them with their current problems, issues, situation that frees them to buy from you.

Remember, people don’t want to be sold. They want to buy.

About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

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