Focus your efforts on how to get the customer’s attention
Posted on September 15th, 2008 by MichaelBefore a customer can say YES or NO we first have to get his or her attention.
There’s always been the problem of attention in selling but now it’s getting worse. In any marketplace, every trader competes with every other trader for the attention of the customer. It is obvious that before a trader can make an offer they first have to get the attention of the potential buyer.
Visit a flea market, a fish market, a supermarket or a stock market and see the enormous amount of selling effort which is directed to getting and holding the attention of the customer. This is mostly done through brain branding.
A brand is a corporate cognitive pattern. The pattern links a brain directly to a corporation. Brain branding, using repetition, is the programming of a corporate cognitive pattern – a brand – in the brain of a customer.
This is done through the power of repetition. When a minimum of 10 repetitions of a brand takes place in a customer’s brain, the pattern becomes cognized and later can be recognised and used as part of the customer’s experience.
Brain branding makes it easier to attract the future attention of the consumer. As you’ll see, the key is repetition. Looking back from the end of any transaction – when the customer buys – there is always a track winding back to attention. Attracting and holding attention has always been a problem in selling and as the information big bang gathers momentum it becomes harder and harder to secure ‘share of attention’.
Why?
Because there are:
-more TV channels than ever before
-more magazines than ever before
-more ads than ever before
-more offers than ever before
-less ‘attention share’ than ever before.
Your selling has to become cleverer and cleverer at getting and holding attention.
