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How to better understand your customers and become indispensable.
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Learn to Speak the Inner Language of Your Clients
(Webinar 2 of 4)
Character Branding
Geiger GalleriaJuly 11, 2014
Meet Your Presenter
Jim Socci, CASPresident Artistic Toy
“Inspiring the use of Plush Toys In Advertising with our Character”
The Character Branding Series
1. The Six Cornerstones of Successful Brands
2. Learn to Speak the Inner Language of Your Clients
3. Incorporate the Power of Story for Sales Success
4. Create Your Own Character in the Market Place
Learning Objectives
• Motivate Clients• Understand their Psychology• Become Indispensable
What motivates people?
Desire&
Fear
How do you get client to share desires & fears?
1. Tell them what to do.
2. Soak them in product details and features
3. Show them what everyone else is doing
What’s the best way to get someone to share?
1. Ask them questions
2. Listen to them
3. Encourage them
4. Help them solve their problem
5. Share information with them about what they want, need, or value
Why is that important?
Roger Burnett @RogerBurnett · 24h “If you've not shifted your focus from the transaction to the relationship, you're leaving all kinds of money on the table.”
Let’s Start with You!1. What are you most passionate about in your career?
2. What has your organization primarily been known for in the past?
3. What is your organization primarily known for now?
4. What do you want your organization to be known as in the future?
5. Is the sale of promotional products your family’s primary income?
Do you know what your audience really wants?
Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
How they really see themselves
Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
How they really see themselves
Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
Uncomfortable Truth
Most enterprises know
little or NOTHING
about their individual customers.
What can I do?
Adopt a mindset to build relationships that go beyond your products
Pause…Take a Breath….Probe
Ask Better ????
Prescript your list of automatic Prospective Client and REOREDER questions.
Why????
By the time your client calls or emails you they are 60% pre-sold.
Sell Solutions, Not ProductsPPB Article – February 2014
1. You’ve said that you are interested in (objective one and objective two). Which of these objectives is the most important to you?”
2. Can you tell me why that is important to you?
3. You’ve mentioned that (insert the clients’ responses) is really important. Can you tell me more about why this is important?”
Keep asking these questions by taking your clients’ responses and going deeper with the next question. The key to this technique is to never accept the first one or two answers your client offers:
http://pubs.ppai.org/2014/01/sell-solutions-not-products/2/
Better Prospective Client ????
The Right Story Can Transform Your BrandPPB Article – March 2014
Why are you buying these mugs?
What result are you looking to accomplish with these pens?
How well did those bags work for you at the trade show?
What comments did you receive from clients?
Have you seen an increase in sales activity from introducing those toys into your integrated marketing campaign?
What do you think would get better results?
Are you willing to risk feeling naive when you ask simple questions, such as:
http://pubs.ppai.org/2014/02/ppbmarch-2014branding-feature
Better REORDER ????
Client Psychology
Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
Control of Environmen
t for Stability
Discovery
Connections with others
and likeability
Change the world!
Where do your stakeholders fit?
Four Primary Yearnings
Core Yearnings Create TendenciesIf Your Customer Desires: Then Their Yearning Is: Your Character Can
Appeal To Them By:1 Compassion Helping others Showing them you care
2 Self-Expression Giving form to vision Showing them how to create with your product
3 Being in charge Creating a prosperous community
Showing them how to have control; not what to do
4 Harmony Being happy Offering predictability in an unpredictable world
5 Individualism Experiencing a more fulfilling life
Being part of their exploration
6 Knowledge Using intelligence to analyze their world
Establishing your credibility and expertise
Core Yearnings Create TendenciesIf Your Customer Desires:
Then Their Yearning Is: Your Character Can Appeal To Them By:
6 Knowledge Using intelligence to analyze their world
Establishing your credibility and expertise
7 Fitting In Belonging to a group Showing them how to fit in with others
8 Intimacy Forming deep and meaningful relationships
Showing them how to connect with and attract others
9 Being Playful Having a good time Providing happiness and fun
10 Competition Exerting mastery to improve self or the world
Showing them how to be victorious
11 Revolution Destroying what is not working
Showing them how to disrupt things; to be a little “bad”
12 Transformation Making dreams come true Developing a vision and creating a transformative experience
What Are You Selling?What Is Your Audience Buying?
Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
Conscious Connection
Sub-Conscious Connection
Award Winning Example
Caress by Shaw Floors: All the Softness You Love, Now in Your
Carpet
See 30 Second Video Visit Artistic Toy – YouTube Channel – Playlist
The “Hole” Story
Patch Bear
In Conclusion1. Real Motivation comes from 2 things.2. Continue to improve asking questions:• Timing • Quality
3. Uncover core yearnings and their tendencies• Client• Client’s audience
4. Create and Share Stories with your product sales.
Special Offer!
Get a Copy of 10 Step Guide to Branding Success
