As I was walking past someone I overheard them say, “I’m the kind of person who walks all the way through the farmer’s market and then buy on the walk back.”
It occurred to me that I’d just done the same thing.
And it is a good reminder about the importance of safety in marketing. The importance of letting people check you out and get a taste of what you offer.
And a good reminder about how people work. People don’t like to be pushed into buying too soon. And, quite frankly, given the amount of choice that people have today, pushing them is exactly the wrong thing to do. Instead, you want to create a safe, warm and inviting presence. You want to be a hub. You want to stick out without being pushy.
And so I’m seeing that part of being a hub is being patient. Knowing that people might wander that farmer’s market many times that day, back and forth, before deciding to check you out. One day, they might already have enough potatoes and not need what you’re selling. The next day, they’re out of potatoes and your potato stand is super attractive. One month, they just bought themselves a brand new dress and would love to buy the one you’re selling but can’t justify the cost. The next month, they get a raise and decide to splurge.
So, patience and humility are good here. No matter how good your marketing is – some people will just take you own damned time.
And . . . the compelling question becomes how you can building a relationship with people before they become a client. But! Another post for another time.
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