Knowing what your customers want and delivering it to them consistently on time, and on budget is the easy bit. Concentrate your marketing and sales efforts on these five elements and you’ll always be in the mix.
1) Make information gathering easy for them.
Everyone likes quick answers, and everyone has their own reliable sources. Customers of all types search the Internet first. Become a reliable source by understanding what prospects are looking for and providing it. Make your website easy to navigate with simple and obvious signposting.
2) Talk their language and keep it simple.
If you are targeting a professional service, like accountants, you need to let them know you understand their world, but also need to explain your offer (from a benefit and appeal not a feature perspective) in simple terms, supporting with case studies and third party testimonials if necessary.
3) Understand their buying position
Particularly relevant to b2b marketing, there will be a number of people involved, user, specifier, buyer, senior management to position your offer to. Understanding their place in the process and understanding what they are looking for will position you in a positive light and leave them feeling like you have considered the requirements of the whole team. But focus on the intrinic benefit of picking you, and focus on the guy who writes the cheque!
4) Accept they probably don’t want to talk to you right now
Establish preferred communication channels. Few of today’s business people have the time to talk to everyone who calls them. Email, though growing, is an unobtrusive option which can be dealt with at a time convenient to the recipient.
5) But stay in touch
If you have positive engagement, strike while the iron is hot. Re-confirm the discussion, your offer and confirm next steps. Keep them up to date on order status and delivery when an order comes, and follow up to monitor satisfaction. Seek permission to make related offers and communicate with them, and this prospect can be quickly transformed into a customer and then an advocate.
Ask yourself, how do you meet your customer’s needs? If you don’t, someone else will.