Tired vs Tugging
To really start marketing and selling internally or externally, you need to concentrate on two things:
How your customer sees his current situation
Your customer’s goals—or, more simply, what they’d like to see improved in the future
Only then can you turn 'tired' me-too advertising into messages that really 'tug' at people's needs.
When you document the current environment from the prospect’s point of view, you build credibility.
Constantly ask/remind yourself to whom you are selling or marketing to.
Too many companies are selling to themselves—speaking to their own concerns regarding their offering—in an attempt to preemptively manage objections. Internal issues, derived from too much intimacy with the offering, drive a lot of bad pitches.
Often prospects don’t care about your competitive position or even your features and benefits.
Research indicates that buyers are typically alienated by choice.
People have needs—which must be acknowledged, documented, then filled.
Your prospects have critical operational issues that must be resolved. They need affirmation that they are not being robbed and are executing the right solution for their problem. A solution that will promote them personally within the company, rather than get them fired.
Research studies indicate that if you really want to know how your customers feel about your company, you need ask only one question: “Would you recommend us to your family, friends, and colleagues?”
If the answer is a resounding “Yes!” you are likely to be meeting, and even exceeding, your customers’ expectations.
However, if the answer is not a spontaneous “Yes!” then there’s work to be done.
Hearing prospects' own words and seeing their organizations in action can help you turn tired this-is-what-our-product-does copy and white papers into compelling marketing materials that tug at their pain points.
How your customer sees his current situation
Your customer’s goals—or, more simply, what they’d like to see improved in the future
Only then can you turn 'tired' me-too advertising into messages that really 'tug' at people's needs.
When you document the current environment from the prospect’s point of view, you build credibility.
Constantly ask/remind yourself to whom you are selling or marketing to.
Too many companies are selling to themselves—speaking to their own concerns regarding their offering—in an attempt to preemptively manage objections. Internal issues, derived from too much intimacy with the offering, drive a lot of bad pitches.
Often prospects don’t care about your competitive position or even your features and benefits.
Research indicates that buyers are typically alienated by choice.
People have needs—which must be acknowledged, documented, then filled.
Your prospects have critical operational issues that must be resolved. They need affirmation that they are not being robbed and are executing the right solution for their problem. A solution that will promote them personally within the company, rather than get them fired.
Research studies indicate that if you really want to know how your customers feel about your company, you need ask only one question: “Would you recommend us to your family, friends, and colleagues?”
If the answer is a resounding “Yes!” you are likely to be meeting, and even exceeding, your customers’ expectations.
However, if the answer is not a spontaneous “Yes!” then there’s work to be done.
Hearing prospects' own words and seeing their organizations in action can help you turn tired this-is-what-our-product-does copy and white papers into compelling marketing materials that tug at their pain points.
posted by Nick Field at 2/01/2005 11:12:00 AM
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