Are You Giving Your Prospects the Right Sales Information?
No matter what industry you're in, you face the daunting challenge of providing the right information to get targets to take a desired action. The action could be specking a purchase, requesting a demo, taking a survey or upgrading to different products.
Regardless, the goal with every sales message is to prompt prospects to take the next step. And this is impossible without the right marketing information. Think of it this way: Sales information is the fuel that drives prospects to your intended destination.
Good marketing material leads prospects to make buying decisions, says Proven Systems President, Marc Dube. It intuitively addresses their questions, shows how your product can fulfill their needs, effectively conveys user benefits and cleverly contrasts your company with your competition. In other words, it touches your prospects with the right kind of information to help them take the next step to becoming buyers.
Tailoring and Refining Your Marketing Message
"While you may know the finer points of your product or service, your prospects don't," said Dube. Put yourself in their shoes and provide the level of information you know they'll need to advance the sales process, he advises. Generally, the more sophisticated or expensive the item you're selling, the more specific information your prospects will need to reach an informed decision.
Keep in mind that prospects don't buy products. They buy what products do for them — solutions. So always remember to present information that caters to what sales expert Zig Ziglar characterizes as the WII-FM factor: What's In It For Me? Answer this question effectively for your prospects and you'll be well on your way to making a sale.
That's why you should tailor your offer so it directly relates to potential customers. Translate your sales message into benefits and solutions they can appreciate. Never assume too much expertise on prospects' part because they may miss "the obvious" and fail to respond.
Also, make sure your information is presented in clear, simple terms the average person can comprehend. If it's not, convert industry jargon, complex language and confusing concepts into "plain" English because people can't buy from you unless they understand what you're selling. In short, simplify your marketing information, so you don't run the risk of driving prospects away from the sale.
Identifying What Prospects Want and Need to Know
Before you can present the right offer or information to potential customers, you must identify what they desire and need. This may be easier than you think, if you take advantage of the marketing intelligence already within your organization.
- For starters, have your customer-facing sales staff compile a list of common questions or concerns they receive on a daily basis. Then do the same with your customer service, finance and other departments that interact with clients. What you discover can provide valuable insight into your prospects' needs and desires.
- You can also glean important clues from inquiries that are submitted to your eNewsletter or Website. Analyze questions that frequently turn up and then update your newsletter and Website with the answers to better inform your existing and potential customers. With a monthly email newsletter, you can gradually educate your target audience about relevant topics. This can help you strengthen your relationship with them and enhance future sales.
- You should also train your sales and customer service department staff to pick up on subtleties that indicate your target market's underlying needs. They should probe prospects to get to the heart of their problem — the itch that needs scratching. This could involve surveys or follow-up phone calls to prospects who expressed an initial interest (consultations, product demos, free trials, etc.), but didn't buy.
Their feedback can help you customize more meaningful and effective sales messages. Then you can touch prospects in a way that will convince them your company offers the best solution for their specific needs.
To find out more about how to use your email newsletter to provide valuable sales information, email Proven Systems Corp. or call 970-223-6565. |
