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Sound familiar?
Bob called from Alabama with just this problem. His company manufactures
creative, attractive and safe playgrounds. Lately, sales have been flat, at
best, and despite having an outstanding product, his company isn't
generating as many sales as he'd like. Bob wanted to know how to start more
conversations so he can jump start sales.
Want more conversations with prospects so you can sell your products and
services?
In school, you raised your hand and eventually the teacher
called on you -- of course, that is what the teacher was paid to do. When
you're marketing your products or services, you can't just raise your hand
and expect prospects to call on you. Running an ad or having a web site that
describes your products or services is the equivalent of raising your hand.
It may have worked in the classroom, but it doesn't work in the marketplace.
When you focus your marketing on yourself, your firm or your products, it
rarely works to get attention or start a conversation. To engage prospects
and get them to contact you, you need to focus on their needs and wants.
Bob explained that he had three different markets: day care centers,
municipal parks departments and architects and each has different concerns.
Parks departments concern is durability and the safety of the materials
used, day care centers is the creative design.
As Bob clearly understands, each target market has their own unique set
of interests. These interests should be the focus his marketing effort, not
the company name, credentials or product production techniques. Bob could be
using these insights to create a marketing message or set of marketing
messages to get the attention of prospects.
Through your experience you have a good idea of your prospects' and your
clients' concerns and interests. Take a minute to jot down the top three
concerns of each of your target markets. Use this information to engage
prospects in conversation.
If a stranger walked into your office, what's the first thing you'd do?
You'd say something like, "How can I help you?" Not surprisingly, the same
technique works wonders when you combine it with your knowledge of
prospects' concerns. Instead of touting your credentials or describing your
products, lead with a question to start a conversation.
Bob could ask, "Want to learn more about improving the safety and
durability of your playgrounds?" Or a marketing coach might ask, "Want to
learn more about attracting a steady stream of clients?" Or the line that
suckers me every time as an audiophile is, "Want to learn how to make your
stereo sound like a live performance?"
When we're one on one, face-to-face, starting a conversation comes
naturally to most of us. Beginning with a handful of questions, you can
quickly learn what someone wants and how you can help them.
