Too often in business sales ends up this separate entity from the internal team. Operations comes up with processes to handle the work and develops a message for the company, then hands it off to sales and basically say “Bring us accounts!”
The trouble with this is that it turns a blind eye to what the market is actually saying. As obvious as it may seem, utilizing the sales team’s experience can help business refine their message. Unless your company has the tools and software to do extensive industry research, when it comes to crafting the message to your target customers you may be guessing more than you think. That’s where leaning on the sales team can help.
Look at the following for stronger marketing:
- What are common questions prospects often ask the sales reps?
- Is there a pattern to the “aha” moments where prospects become clients? (i.e. a common selling point)
- What are the most common concerns prospects have, and how have the sales reps overcome them?
- What are prospects struggling with most that they hope your service can help with?
Sales and marketing are heavily related. Although there are different skills involved in each discipline, what builds rapport in person is often not so different than on your website and in other forms of marketing. You’d be surprised how much tighter your marketing is when it uses the above questions as a focus.
This in particular is something we teach in marketing coaching sessions.
Websites built without those things in mind, for instance, will be all about the business. “We do this, we offer that. We have great deals.” That doesn’t communicate value to a reader because it’s self-centered. Offering a service is not the same as explaining why that service benefits the user. Anticipate their challenges and offer a solution early on; save the fluff for the “About” page.
Outside of websites it’s the same point. From giving your 30 second pitch to creating brochures etc., begin with the end result in mind.