Today I received a purchase order from a new client. I received a purchase order because one of my colleagues had quoted a project and provided a proposal that met this new client’s needs and expectations.
The reason we were able to write the proposal, was that I had built a relationship with a decision maker, a millennial professional, in this generational business .
The reason I was able to build a relationship, all by phone and email, was because I’d had some conversations about his business, his markets, and his emerging needs.
The reason I was able to have some conversations is that I had posted a relevant Blog article through Glass Magazine to my LinkedIn social media feed. This Blog article on Delegated Design and Experience vs Inexperience, struck a chord with him and he sent me a well-thought response about his pain points, needs, observations. It resonated with him. It spoke to almost his exact experience.
When he sent me the message I replied instantly; within the hour. I used my mobile phone, while working remotely in Florida, to respond in writing to him, and then to call him. We arranged further discussion by phone prior to a strategic board meeting he had. He wanted to communicate the prospects of working together to his board and the “why” behind it; the value proposition; the idea prompted by he Blog. I couldn’t have posted the Blog, without this particular venue and platform being provided by Glass Magazine.
This is an example of marketing today. In telling a story. In making a real connection with someone. In provided relevant content and value. In giving more than is received. The purchase order was just the manifestation, the end result, of the process. It was as a result of the trust, knowledge, and good will built during the process.
I wasn’t interested in “the sale.” I was interested in the relationship.
This is one face of marketing. It is an example of inbound marketing; content marketing. It’s not what I do, it’s part of who I am. It’s the same for you, if you will allow it.