Consumers' word is best advertisement, survey shows

friday, 5 october of 2007

Consumers' word is best advertisement, survey shows

A survey of consumer attitudes by Nielsen BuzzMetrics showed that consumers place more trust in recommendations from other consumers than they do in any kind of advertising. Among U.S. consumers, the word most closely associated with advertising is "false."

"The advertising industry has to do better work, and it has to do a better job at communicating the value it brings to consumers," said Jonathan Carson, co-founder of BuzzMetrics. The picture is not all doom and gloom for marketers or for media owners reliant on advertising, however. The study showed, for instance, that consumers in developing markets still have relatively high levels of trust in advertising, even if their counterparts in developed countries are more cynical. In the Philippines and Brazil, for instance, 67 percent of consumers said they generally trusted advertising. The Danes, by contrast, appear to be a skeptical bunch, with only 28 percent saying they trusted advertising. Many other European nationalities were also at, or near, the bottom of the list, though Americans still appeared relatively trusting, at 55 percent.

Break down barriers to cement relationships with prospects, clients

by Trey Ryder

You want to establish the strongest possible relationship with prospects as quickly as you can. The more formal you act, the more distance your prospect feels between you. The more casual and informal you act, the closer your prospect feels to you.

Here are ideas that will help you erase barriers and build strong bonds with prospects and clients.

1. Come to the reception area and walk your prospect back to your office or conference room.

2. Invite your prospect to call you by your first name. The closer your prospect feels to you, the stronger your bond.

3. Offer your prospect something to drink. This relaxes him and makes him feel more at ease.

4. (For men) If you're wearing a suit coat or sport jacket, take off your coat when you get back to your office or conference room. You might even go as far as loosening your tie, if your prospect isn't wearing a tie. This shows your prospect that you're changing from your formal outside-the-office appearance to your relaxed inside-the-office work mode.

5. Sit next to your prospect on your couch, in comfortable chairs, or at your office conference table. This prevents your desk from coming between you and your prospect.

6. If your prospect engages your services, give your new client the numbers of your home phone and cell phone. You might also include instructions on when you do and don't want after-hours calls.

© Trey Ryder

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