Technology has transformed how we interact with each other – from video chatting with friends and searching for the best restaurant online to buying new sweatpants; technology is ubiquitous in most facets of daily living. Marketing has also become easier, with most businesses harnessing the power of social media to reach millions of potential customers.
Although many operations are now digitized, face to face marketing continues to be valuable as it helps brands in ways digital interactions cannot. Before looking at why you should consider face-to-face marketing for your business, here is a detailed definition of face-to-face marketing.
What is face to face marketing?
Face-to-face marketing, also known as personal selling, is any scenario in which you promote your business to an individual or group in person. You get to interact with other people as you deliver your pitch or connect with them personally. Face-to-face marketing can be scheduled in advance or can be impromptu. For example, you might bump into a random person at the grocery store, and they ask what you do for a living, and you explain that you create online courses for aspiring photographers.
The other person interested in photography may ask more questions about your online courses. At this point, you can offer a business card or website address where they can get more insight into your business. This case is an example of informal face-to-face marketing. However, there are formal ways that face-to-face sales representatives use. They include attending conventions, trade shows, and other events to promote their products or services.
Below are some reasons to make face-to-face marketing a reality for your business.
Effectively communicates shared values
Shared values or beliefs between consumers and brands help create and establish solid relationships. Today, many organizations prioritize relationship-building strategies to cut through the digital noise and become more visible to customers. When a consumer and a brand have shared values, it becomes easier for them to connect. A shared value is a belief about a brand’s broad philosophy or higher purpose. For example, some clothing brands have a shared value that everyone deserves clothing, shoe, and shelter.
Consumers who share the same belief are more likely to be drawn to the brand. The shared value authenticates your brands and provides a ground floor for driving human connections. Most people have relationships with brands because of their shared beliefs or values. Further, what better way to communicate your brand’s shared values with prospects and customers than face-to-face marketing?
Promotes human connections
Human relationships or connections are a vital part of marketing. Knowing what someone cherishes is valuable for relationship building and closing deals. Everyone wants a sense of belonging and appreciation because human beings are wired to connect with others.
While face-to-face marketing fosters human relationships, it is vital to approach potential customers in the right way. Remember that this is the first time someone is coming into contact with your brand. Therefore, you want to keep the hard-selling tactics minimum and focus on a softer approach while prioritizing relationship-building methods. Listen to the wants and needs of potential customers and make strides to find common interests. Empathy is also vital while forming relationships with a potential customer; put yourself in their shoes.
Establishes trust and credibility
You can only form a relationship with customers when there is trust. People are more likely to purchase from brands and companies they know or have heard of. Talking to customers in person makes it easier to form relationships and cultivate trust. In-person sales allow you to better understand prospects’ wants and needs, causing a better customer experience.
When you gain customers’ trust, they become loyal and may even recommend you to others.
Eliminates miscommunication
Technology increases communication efficiency during the sales process, but it can also worsen things. For example, a dropped call is enough to ruin a sale. There are no technical hitches with face-to-face marketing, enabling sales professionals to establish a rapport with prospects. Body language indicators can also help you gauge prospects’ reactions.
Face-to-face selling is essential for any business, but it shouldn’t replace digital marketing. It is vital to strike a balance between in-person and digital sales for the success of your brand.