Balancing Trust and Attention
In the fast-paced and competitive corporate world, titles play a significant role in shaping perceptions and interactions. Sales and marketing positions often come with ambiguous titles, strategically chosen to create a less threatening environment when reaching out to potential clients. Having experienced the corporate world from different perspectives, I once served as a corporate recruiter for a trucking company before embarking on my mortgage career. They preferred the title driver placement over the more conventional recruiter when talking with drivers. Similarly, mortgage industry recruiters often adopt titles related to business development as a clever marketing tactic. The goal is to capture attention without intimidating potential clients. This can make easier to establish rapport.
Effective marketing is balancing trust and attention. This a dance that ultimately leads to successful sales and business growth. Attention is the first step in marketing, but it is not the ultimate goal. Creating attention can be achieved through various means, from attention-grabbing stunts to social media antics. However, merely capturing attention does not guarantee trust or credibility. Posting a video lighting yourself on fire might attract many viewers, but it is unlikely to build trust or credibility. In contrast, being a trustworthy and respected professional will not lead to business growth if no one knows about you. Marketing bridges this gap between the two, forming the foundation for a successful sales process.
Marketing efforts also need to be relevant. Renowned entrepreneur Gary Vaynerchuk emphasized this during our podcast episode in 2019. Relevance is achieved by producing content that resonates with the intended audience. It involves sharing valuable insights, engaging stories, and informative pieces. Posting relevant content on social media platforms, sending out emails that people genuinely want to read, and having authentic conversations during sales calls all contribute to building relevance.
While marketing focuses on attention and trust, it is ultimately sales that convert prospects into customers. First you must capture attention and establish trust, then you must deliver an effective call to action. A compelling call to action guides potential customers towards the desired outcome, leading to successful conversions. It’s essential to strike a balance and avoid overloading content with multiple calls to action. People will perceive this as intrusive and sounds like a commercial. They will respond positively when they feel engaged and valued, rather than being bombarded with constant sales pitches.
Many individuals mistakenly believe that they are marketing. In reality, they are merely selling. Marketing is a deliberate process that goes beyond promoting products or services. It involves understanding the audience, crafting tailored messages, and creating meaningful connections. Successful marketing precedes sales and lays the groundwork for a fruitful business relationship. By understanding the power of marketing and its relationship with sales, professionals can make more informed decisions and create lasting connections with their intended audience.