Who’s Buying Now?
That’s one of the top questions you can ask yourself before you start hunting for new customers.
Like so many things in business (and life) selling and buying are cyclical. Most industries buy during certain time periods, and sell during certain time periods. Generally they will buy right before they start their sales season, or right after. Those periods of time may vary, and vary vastly (I just used vary vastly because I thought it has an interesting sound) … so when it’s time for you or your business to build a sales and marketing campaign, start with this question.
- When does my prospect buy my services?
- How far in advance do they start looking for me?
- Where do they look to find my service/product? (access)
- What information are they looking for? (educate)
Once you have this information, and you should be able to gather it from your past sales and those sales cycles, or just using common sense, you now can plan your campaign. (You’re welcome).
When it comes to planning, I like the old saying attributed to Abe Lincoln. “If I had 8 hours to cut down a tree, I’d spend 7 of those sharpening the axe”.
I like to frame a campaign around the SAVE marketing process, or at least view it through it’s
properties, those being :
S. This is the fix to whatever problem they are trying to solve. ( Called solution in this system)
A. Access. This one I use in any sales or marketing plan. How is your prospect going to access your information? If you have answered the question, how will they find your business from the first set of questions, this becomes a no brainer. If you are guessing, go back and figure it out. YOU MUST KNOW how prospects find your service for any campaign to be a success. Don’t assume here, do your work, sharpen that axe!
V. Value. Okay.. over used, but there are really only two type value propositions… Price or value. So which are you? If you’re competing with price how well positioned are you. Are you in fact a great price for the fix you can provide, or are you just cheap. Just cheap is a losing proposition. Do you provide high end fixes that the prospect will pay for, then you need to clearly communicate how that will give a greater return than your competition, and make it as easy as possible. High end value propositions that carry the added weight of complexity are losers. Value with simplicity … thats a sharp axe!
E. Education. This is tricky. Seriously, most prospects will contact you after they have completed a great deal of research. They are already educated, so over educating is a bore.
Here’s one way to educate. Once you know what they need from you, say, I can do that…
And then do a little Bruno Mars…. “Don’t believe me, just watch” BOOM!
Now dance, do the dance really well, and on beat…That means showing them right then and right there that you have exactly what they need. Bring out the testimonials… Boom, “delivered exactly what they wanted to a customer”…bring out the dashboard BOOM… just what they asked for, ready to roll… Bring up the website your company just built, and the customer already love’s… BOOM. Show them the price… in their budget and the terms they wanted.. BOOM.
I have got to stop watching so many funk videos, but you get the point, I hope. Educate on how your solution, or fix, is what they wanted. That’s education, don’t walk them through the boring a,b,c’s when they need 2+2 = 4.
Back to the season thing. None of this matters if the prospect isn’t in their buying season. And as you can figure out, you and your team will invest a bunch of time and money into the preparation of the campaign