Motivating clients to refer you as a route marketer.
In the world of route marketing, (sometimes called field marketing) the role of a route marketer goes far beyond simply influencing and persuading potential clients. While persuasion is a crucial aspect of any marketing strategy, a route marketer’s job transcends that. It’s about tapping into the core of human psychology, understanding emotions, and using them as a powerful tool to motivate clients to act.
Especially because every other marketer with the competitors is probably doing it wrong! In this podcast, I want to explore why a route marketer’s job is not just to influence and persuade but to motivate clients to proceed and actually refer you, by you using emotion.
First, we have to Understand the Emotional Connection:
Emotions are an integral part of human decision-making. Whether we’re aware of it or not, emotions often drive our choices, even in seemingly logical and rational scenarios. A route marketer’s task is to leverage this emotional connection to create a lasting impact. It’s not just about selling a service; it’s about evoking feelings that resonate with the prospect or client.
You absolutely have to Build Trust and Credibility:
Emotions play an important and crucial role in building trust and credibility. When a route marketer successfully appeals to a prospect’s emotions, they establish a deeper connection. Prospects are more likely to trust a marketer who understands their needs and aspirations, and this trust is really built on an emotional foundation. Trust, once it’s established, becomes the driving force behind them referring you.
One of the best ways to establish trust is by using Emotional Storytelling:
One of the most potent tools in a route marketer’s arsenal is storytelling. Storytelling goes beyond dry statistics and facts. It creates a narrative that clients can emotionally connect with. People remember stories – especially if they use emotion. By crafting a compelling story, a route marketer can make the prospect feel like they are a part of the journey, igniting a desire to act and be a part of that story.
Most prospects have hopes and you need to appeal to those Aspirations.
People don’t just buy products or services; they buy the promise of a better future (which could be a better home or job, or company). A skilled route marketer understands this and taps into the emotions tied to a prospect’s ambitions. It really doesn’t matter whether it’s the desire for financial security, personal growth, or improved well-being, a route marketer’s job is to show how their offering can help prospects achieve these goals.
And, yes, you need to overcome the barriers with Emotion.
Prospects often face barriers when considering taking action. These obstacles can be practical, emotional, or psychological. A route marketer’s role is to identify these difficulties and address them by using emotion as an incentive. Regardless if it’s lessening fears, soothing anxieties, or inciting a sense of urgency, emotions can help prospects overcome these obstacles.
Cultivating a Feeling of Feeling good about the ideas that a route marketer has to offer are important.
People are usually social creatures, and a sense of fitting in is a basic emotional need. A route marketer can tap into this need by creating a community around their service. When prospects and clients feel like they are a part of a larger group with shared values, goals, and successes, they are more likely to make the decision to work with you to maintain their sense of belonging.
You need to always use emotion as the incentive for them to refer you:
In field marketing, the ultimate goal is to drive referrals – as long as you have their best interest at heart. While persuasion can lead to a sale, it’s emotion that drives prospects to take that final step and refer you and your company. Whether it’s making a referral, signing up for a newsletter, or participating in a promotional event, emotion is the trigger that propels them from thought to action.
Success isn’t just measured by the number of clients influenced or persuaded because that can be short-lived.
In the world of route marketing, it’s measured by the number of clients who refer you regularly. Emotion is the key to unlocking this process. By valuing the power of emotions, route marketers can create campaigns that not only resonate with prospects but also motivate them to take the preferred action.
It’s not just about offering a service; it’s about creating a meaningful connection that inspires them to change their lives and/or their job or company for the better. So, tomorrow, when you embark on a route marketing campaign, remember that your job is not just to influence and persuade but to motivate clients to act using emotion as your most powerful tool.
By Dick Wagner, Co-Founder The CREST Network, LLC
Nationally recognized coach, consultant, trainer, and speaker
Creator of the renowned PREP™ pre-disaster program
Owner of AskDickWagner.com BLOG
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