How to Communicate Your Sales Message So Buyers Take Action Now! | 2021
Wouldn’t it be great every time you give a sales presentation, write a letter, send your sales documents, or place an ad that you know, with some certainty, can get potential customers to take action and respond to your offer?
Well, honestly, it wouldn’t be that difficult if you simply applied the basics of marketing. Unfortunately, marketing is one of the least understood and arguably one of the least used paths in business today.
Marketing has been and will continue to make the difference between business survival and its extinction today. We advance our way into the future with the tremendous speed of daily change in this changing and highly unpredictable market, with shorter product life cycles, it requires companies, small or large, to have an advantage or lose market share to competition.
Having an advantage today will involve improving your marketing with a comprehensive approach and very aggressive strategies that accelerate the growth of your business. The more I research and study how businesses stay alive and well – the more I’m convinced and respected that strategic marketing is the key to improving our selling performance.
Think of it this way: Imagine an umbrella – label it “marketing” and “strategy”. Next, look under the umbrella advertising, branding, PR, etc. Name these items, “Sales” and “Tactical Operations.”
“marketing,” Strategy – is what puts your company’s products or services positively in the mind of the customer and aims to stimulate the desire and demand on the part of the customer to make a purchase.
“Selling” Tactical Operations – Tools used to educate, inform, influence, and persuade customers of purchasing actions.
Both marketing and selling should lead the customer to take action. For example: Advertising is a business in the field of selling. Radio, television, newspapers, direct mail (electronic or paper), and magazines must be created in the same rigorous way that a salesperson makes a presentation to a potential customer.
The same skills, habits, and attitudes required of the salesperson to influence the action, on the customer side, should be directly compatible with all of your different tactical operations.
For example – a successful salesperson must:
1. Develop and build relationship
2. Understand customer needs
3. Emphasize tangible benefits
4. Skillfully move the customer towards the purchase
5. Keep the potential customer “involved” in the buying process
6. Strategically link a product or service to a customer’s most important needs and issues
7. Explain in detail the product or service to motivate the customer to buy
Every ad piece that is used in your marketing arsenal – newspaper ad, magazine ad, direct response mail, PR campaign has to make a complete and compelling case for your products and services in much the same way a salesperson would in person.
1. Do your ads talk (figuratively) to your customers – are they building a relationship?
2. Are your brochures, letters, newsletters, advertisements, and PRs believable and emotionally heightened people’s curiosity to learn more?
3. Does your marketing target potential customers who have a real need for your products and services – have money and are willing to spend it?
4. Does your marketing materials educate and confirm all the tangible benefits of keeping a potential customer engaged and motivated to make a purchase.
Today is not the time to be shy in your marketing. People need a boost in making decisions. They want and expect to be told how to take action to obtain your products and services.
Take an assessment of the strategic marketing and selling process mentioned above, as well as see if you:
1. Make your customers aware of the unique benefits offered by your products and services:
a). Service guarantees
B). Technical or manufacturing support
Dr). Durability and reliability
e). New product developments
F). Product upgrades and improvements
2. Ask strategic questions to:
a). Connecting products or services to customer needs
B). Providing solutions to their problems
Dr). Keeping the customer and potential customer involved in the purchasing process
3. Active listening for:
a). emotional stimuli
B). Logical thinking
4. Handling of objections to:
a). reduce fears
B). Skip the obstacles
5. Offer benefits that:
a). Motivate the loyalty of your customers and make their purchases
B). Take advantage of your products and services over your competitors
Now is the time to pull out all your marketing materials, advertisements, sales texts, brochures, presentation materials, marketing channels, and yes, check your attitudes, habits, and skills – it’s time to be innovative, unconventional and bold in your thinking and your endeavours.