What is the Familiarity Effect?
The more familiar YOU are with a person, the more authority in time and space you give that person to speak into your life. Translated into sales, they know who you are. They’re familiar with what you offer from your interactions with them. They know where you are. Most importantly, they know HOW to reach you. And they know you will provide a timely response.
How Do You Create Your Familiarity Effect?
Steve Keck, President of Span the Chasm, suggests the following three things to build your familiarity with your prospects.
1. Get to Know Your Customer
Know what they want. Get to know their problems. Know where they look for solutions. It’s a tall order. Communication is critical to pick up the things they are verbally sharing, but also to notice the nonverbal and visual cues that accompany their words.
2. Understand the difference between Face to Face and Media Communication
In the last fifteen months, we have had a lot of media communication. If you can get face time with the prospect, do so. There is solid science behind the importance of this. If you can’t, make your media connections memorable.
3. Enhance the Consistency of Your Brand Presence
Make sure you are in front of your customer. Communicate with them traditionally. But also make sure you are present in your social channels. And be relevant. Demonstrate your capabilities as a thought leader in their industry using these communication methods.
Try these suggestions out. You may find yourself and your sales team enjoying the fruits of your familiarity in the form of sustainable sales success!
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