Spam email, blogging, instant messaging, television, canned phone messages, and other electronic methods of mass marketing have desensitized the American buyer. So says Alan Bayham, president of Bayham Consulting, LLC (bayhamconsulting.com). Despite countless surveys and studies aimed at finding out how consumers reach their buying decisions, the fact is, people don’t make purchases rationally. They make buying decisions based on emotion. A product or service is either going to make the buyer feel better or rid him or her of pain. That’s why face–to–face selling is so critical for generating sales leads and getting new customers, Bayham asserts. It allows you to do the following:

Gain the buyer’s attention. When you’re in front of a prospect or client, you are in the enviable position of having his or her complete attention. However, just like a 30–second spot, you still must get the buyer’s attention immediately. Therefore, enthusiasm and energy are just as important as your conviction about the merits of your product or the advantages you offer over the competition.

Tailor product benefits to the buyer’s specific needs. Your presentation to potential clients can vary based on their individual needs. For example, a surgeon may need different results from a particular drug than a primary care physician. Although the drug you’re promoting may work in both venues, face–to–face selling allows you to link specific product features to specific buyer needs.

View the buyer’s nonverbal responses. It has been said that 75 percent of communication is nonverbal. Selling face–to–face allows you to better gauge how your client is accepting your presentation and determine whether additional probing is necessary. Facial expressions, body posture, vocal tone and pitch, and other nonverbal signs can provide instant feedback about the effectiveness and relevance of your presentation.

For more tips on face–to–face marketing, download the August issue of FuelNet Monthly, an 8–page newsletter designed to help owners and managers of companies of every size maximize their marketing opportunities and grow their business. Other issue highlights include:

5 brand–positioning no–no’s
The secrets to a great slogan
Ways to enhance customer satisfaction research
How to partner with your customers
Tips for effective pre–event marketing

Click here to get the latest issue.

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