The internet in many ways has leveled the playing field. When a person needs a product or service, the first thing they do is head to the internet. There they find a plethora of options. All of your competition os now sitting in their “living room.” How do they now choose? The majority still rely on a gut feeling. People want to be comfortable with their purchases. What makes consumers comfortable?
Product research gives them confidence in the product. At that point it comes down to price. If, however, your product or service is apples-to apples, how do they choose? People, generally choose the one they “feel” best about. The person or business that has developed rapport or a “relationship” with the client will usually get the work. Relationships are the drivers of business in the electronic age. People tend to work with those they like and trust, but how do you develop a “relationship” over the internet? I'm sure you have heard the phrase “content is king.”
As a Keynote Speaker, my product is myself. I need my prospective client to see me, hear me, and read my words. You'll notice the first in that list was “see me.” with the advent of television back in the fifties, the general population began shifting to a very visual society. Many say that John F Kennedy would never have become President if not for television. Nixon looked bad and Kennedy looked good, but it's not just physical appearance. Visual demeanor is more important.
I write posts like these. I record videos for YouTube, which I link in my Blog. I respond to other blogs and news articles and of course I have a website. I created an online presence that creates a feeling of who I am and that creates a “relationship,” before we actually even speak. By the time a client comes to me they usually have seen me, heard me, sampled my product, and read the testimonials of enthusiastic clients. If they have met me in person, They have my business card and it also is geared towards creating a relationship (learn more about that here http://www.corporateactionhero.com/blog/business-cards-that-inspire-action)
Relationship is king. Your prospects want to know you and your products. Create an online presence that is truthfully you. Just like in life, those whose personalities mesh with yours will find you and a relationship will form for a successful business relationship.