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Oprechtheid als marketinginstrument

Vandaag heb ik een brainstorm/workshop sessie bijgewoond voor een product van een klant. Interessante materie en een dag vol nieuwe inzichten en ideëen. Het is een origineel innovatief product met enorme potentie. De dag vandaag was bedoeld om te kijken voor welke markt dit product geschikt is, wat de beste strategie ervoor is en wat daarvoor nodig is.

Dit hebben we gedaan aan de hand van het proces: behoefte, belofte en bewijs. Welke behoefte bestaat er bij de doelgroep. Welke belofte doen we met dit product en wat is het bewijs voor die belofte. Een gedegen aanpak die iedereen logisch in de oren zal klinken. Maar bewijs voor belofte is wel het allerbelangrijkste. Want dat is onderheving aan interpretatie: ziet de klant het aangevoerde bewijs als legitiem voor de gedane belofte. Zijn feiten echt feiten, of meningen geformulierd als feiten.

In de afgelopen jaren als ondernemer in een roerige markt ben ik voor mezelf tot de conclusie gekomen dat oprechtheid het allerbelangrijkste marketinginstrument is dat je kan hebben. Het is geen truck, geen formule, geen gadget… het is niet te faken. En bij oprechtheid hoort ook eerlijk zijn over je mislukkingen of minpunten. Je hoeft ze niet breed uitgemeten ten toon te spreiden, maar draai er ook niet omheen als je ermee geconfronteerd wordt. Ik ben geen afmaker, geen perfectionist… als de uitdaging uit een project is (de grootste hobbels genomen zijn) verlies ik snel mijn interesse. Dit is een valkuil, die ik heb opgelost (wij hebben opgelost) door iemand in ons team te plaatsen die wel die eigenschappen heeft. Vraagt iemand mij recht om de man af wat ik van iets vind, kan ik een sociaal gewenst antwoord geven, of mijn echte mening. De meeste mensen kunnen feilloos inschatten of iemand oprecht is, dus het antwoord geven dat de ander wil horen is dan niet de 0plossing. Soms levert het pijnlijke situaties op, maar ‘in the end’ weet ik liever wat iemand echt vind, want daar kan ik wat mee. Er zijn natuurlijk wel taloze manieren om die mening te geven. De directe benadering is niet altijd de beste, iets genuanceerder brengen maar wel zeggen wat je denkt is in sommige gevallen beter. Wil je je mening toch niet geven omdat je denkt dat het verkeerd valt? Zeg dan liever niets.

Waar je voor uit moet kijken is je ervaring met betrekking tot andere mensen. Een slechte ervaring met een persoon/bedrijf mag je delen, een goede ervaring ook. Ik heb beide gedaan in mijn afgelopen twee posts. Bij het delen van een slechte ervaring moet je genuanceerd te werk gaan, je mening kunnen uitleggen en verklaren wat er toe heeft bijgedragen dat je deze slechte ervaring hebt en opening laten voor een eigen inzicht. Ik oordeel liever zelf, zonder af te gaan op oordelen die anderen hebben, dat wordt je soms moeilijk gemaakt, want als iemand anders zijn negatieve (of positieve) ervaring met je deelt, zit dat wel in je hoofd en dan onbevangen ergens naar kijken is lastig. En iedereen maakt wel eens inschattingfouten, ik heb er diverse gemaakt, maar je leert van je fouten en zolang je niet bang bent om die fouten toe te geven, er wat mee te doen, blijf je groeien.

Reacties (19)

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