The Strategy Before Sale: Know Your Clients Need
Have you ever received a random sales call or email? One from somebody who was simply doing a feature dump of their product or service that has absolutely no relevance to your needs? Just like it’s not a good idea to walk in the woods at night without a light, a salesperson should not attempt to close a prospect without knowing anything about the person they are trying to sell to.
I am going to focus on the important strategy of understanding the behavioral buying indicators of a prospect, and give direction on how those indicators can be used to create marketing and sales channels to increase the probability of converting a prospect into a paying client.
Depending on the type of industry your organization operates in, and whether it sells to the B2C or B2B market, there are many marketing and sales channels to consider (some being more effective than others). Websites and search engines have made it easy for prospective customers to be informed about the product and service they are looking to buy. If someone wants to buy a recreational drone, but doesn’t know of a hobby store nearby, they cannot only search for a company that sells them online, but they can also read reviews and ratings on the best type of drones to buy.
In this case, there isn’t a need for a salesperson to describe the features and benefits of a product; the buyer is empowered to find the information himself or herself. Granted, this is a simple B2C transaction where the buyer does not need many sources to get the information; there are ways to track the buyer’s journey from the search to the sale. This is called a “digital footprint”: digital data about the buying behavior pattern of the new client.
In more complex and costly transactions, where the prospect could use an advocate to be informed about the product or service they need to buy, such as selling to the B2B market, what channels are available for the prospect to make a smart buying decision? There are many, and since each business is different, it wouldn’t be effective to list them here; however, before choosing which channel to use, it is important to have a solid understanding of the profile of your prospects and their buying patterns.
Do your customers use social media? How do prospects learn about your presentations or demos? Are customers asking for products and services that your business does not currently sell, and what are they? What do customers usually complain about? What problems are prospects trying to solve? Which aspect of your business is the most popular with your customers?
If your team is properly using a good CRM system, or some other similar method, they will likely have good insight and answers to these questions. The results will reveal information commonly known as a “buyer persona”: a profile of a potential client that contains useful information about the motives and needs of the buyer.
By providing answers to the questions above, Thrifty Measures forms marketing channels tailored to the nature of the business, and implements solutions to put organizations on a path to increase revenue. If your customers are engaged to your offerings, they will eventually be married to its value.