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Communication and Connection In Marketing

If you were to define the term, “Marketing” in your own words, what would you say it is? How would you describe it? The most common answer goes a little something like this.¬†Marketing is the process of communicating the value of a product or service to customers in order to sell the product or service. There’s different types of marketing and different ways to market, but no matter what kind of market or business you’re in, you cannot deny how highly important it is to attract customers.

Like business, marketing focuses on relationships and accomplishes its goal through the “money for product” exchange process. To effectively market, you have to go through the processes and the first one being to build rapport. Once you do that, you begin to ask questions about your potential client/customer and learn if there is any area in their life where you can help them with the product or service you have to offer. This is the communication process and it is highly important to be skilled enough in the art of communication if you’re going to be doing anything with people, especially marketing and business.

Communication is one of the biggest factors of marketing because it will either make you or break you. Have you ever noticed some people can get their point across and get sales so easily? There are two reasons for this that are major factors in the marketing business. The first factor is confidence in the product or service they are marketing. A wise man once told me if you have two people arguing a point and person has confidence in no knowledge while the other has knowledge and no confidence, the one with confidence wins. Most likely, the one with the confidence didn’t know anything about what he was arguing about, but he makes it seem as if he does. The second factor is communication.

A wonderfully powerful book to read is by John C. Maxwell entitled, “Everyone Communicates, Few Connect.” Connecting is really the whole purpose of communicating, is it not? You might say how is it possible to communicate and not connect? Unless someone speaks another language, how is this possible? When a person talks to you as the salesperson, they want to know 3 things:

  1. Do you care about me?
  2. Can you help me?
  3. Can I trust you?

To truly succeed in the market, you need to learn to connect on these three terms.¬†Are you expressing these things to someone? Do you make them feel valued? If so, then the connecting has begun and that is how it’s done.

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