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Messaging

I sell to some really big companies.   One rule I established when I founded my business is that sales is about listening and collaborating, not presenting.  The reason was that I had watched cost of sales at many companies skyrocket due to huge investments preparing elaborate sales presentations that often fell flat and pursuing deals that should have been disqualified or re-framed early on.

Even with the best qualification questions and inside sales efforts, a sales rep walking into an initial customer meeting is going to have, at best, a superficial understanding of the customers’ need.  If they start by bulldozing through pre-prepared slides, they are likely to a) waste time on topics irrelevant to the customer b) miss the opportunity to gain a better understanding and c) fail to establish a collaborative relationship with the customer.

If you’re a marketer creating content and tools for a direct sales force, ask yourself if the information and asset you’re giving them help sales people to:

  1. Ask questions that both demonstrate their expertise and help them gain greater insight into customer needs
  2. Facilitate in-depth discussions that are positive and valuable experiences for customers
  3. Articulate how what they’re selling is directly relevant specific customer situations they discover during the meeting
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Buzzword Bingo

by Charles Born on October 16, 2012

in Marketing,Marketing 2.0,Messaging

This article is by Guest Blogger Charlie Born

Online “conversations” are a perfect opportunity for marketing to meet buyers’ information needs with smartly targeted and informative online content that buyers consider valuable.

At odds with this need for “conversations” is the high tech marketing history of using “words du jour” to make our products seem unique and different. Words like “cloud”, “social” and “big data” are just some that are rapidly littering our marketing content and are so over hyped their meaning is questionable. Coupled with over-used words like market leading, one-stop, scalable, easy to use, customer focused, best in class and many others, you have a winning game of buzzword bingo.

Does this buzzword bingo have any real meaning or value for the reader? The repeated use of trite phrases devalues them even if they are true. Furthermore, as marketers we know that when every company make similar claims, buyers struggle to tell us apart from competition. Of course, who wouldn’t claim these things? But more importantly, who isn’t claiming them?

Even if you think you are avoiding the creep of jargon into your marketing content, I’d encourage you to conduct a quick exercise with your marketing team:

1. Identify the most commonly used words and phrases on your website, in your online marketing materials and in your sales tools.

2. Do the same with your leading competitors

3. Compare the two.

If your language is truly distinct from your competition, congratulations! If, on the other hand, there’s an uncomfortable similarity between your words and phrases used by your competitors, then you have some work to do.

Next post, “Avoiding the Buzzword Bingo Trap”

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If individual employees have more power to select products and technologies, then should we market to them the same way we market to consumers?

Consumerization of corporate buying decisions is leaving B2B marketers asking if and how to use B2C techniques in B2B sales.    I like to break the question up into pieces, starting with messaging, then sales strategy, and finally marketing tactics.

What’s really different between messaging in B2B vs. B2C environments?

First, consider the similarities:

Everyone develops initial preference based on emotional response, whether they are making personal or business purchases.   So you must appeal to the individual and their personal priorities in both settings.

In B2B, recognize that business people often have unstated personal interests and decide how your sales strategy is going to address these.  To make this a repeatable sales practice, include an assessment of personal objectives for key stakeholders in your account planning process.  (Assumes you have one, but that’s a whole other topic.)

Now the big difference:

While the consumer might or might not bother to rationalize their decision, the business buyer almost always MUST demonstrate tangible (not just perceived) value to the company.  While you can rely exclusively on brand image and emotional response with consumers, you have to message to BOTH the emotional and rational considerations for business buyers.

If you’ve used B2C-style messaging for a B2B product, tell us how that worked.
More on this topic in our next post.

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freepuppy_cropped

Better than "Please Don't Touch"

Pam Fox Rollin, Executive and Leadership Coach extroadinnaire,  shared this photo recently.   Its a perfect example of using insight about your audience’s complete context to make your message more relevant and notable.

The owners of this store didn’t just state what was important to them (i.e. “Don’t touch” or “Watch your children”)  They thought about what would make the request really stand out to busy parents.  They thought about the reality of the lives of those busy parents, and came up with great, catchy, and funny sign instead.

Are you thinking about your customers’ real life when you design your messages?

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3 Musts of BtoB Messaging

by Lilia Shirman on June 26, 2009

in Marketing

Relevance – to your buyer’s context for making the purchase: company, industry, role, current business objectives and challenges, and personal interests.

Value – tangible, provable value that specifically and directly links what you’re selling to what the customer wants.  Value is the intersection of results you have proved you can deliver (according to existing customers), and the results the customer is looking for.

Uniqueness – Your secret sauce. That thing that only you can deliver, or for which you are known as the best or the vanguard.

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As a follow-up to the previous post, here are some practical differences to keep in mind when planning for solutions marketing.

Solution marketing differs from traditional product marketing.  This is a partial list, of course, but 7 is supposed to be a lucky number, right?

  1. Solutions marketers understand what motives customers to allocate budget within the broader context for a purchase
  2. Solutions marketing content is focused on the buyer and their objectives, not the product or its features
  3. Solutions-oriented value propositions focus in on specific use-cases or situations in which the customer is involved.
  4. The solutions marketing process and programs provide information or resources that are valuable to the customer
  5. Thought leadership and value creation are critical components of solutions marketing
  6. Solutions marketing activity often involves collaboration with other companies (see broader context in #1)
  7. To ensure that all of the above are truly relevant, current, and valuable to your audience, Solutions Marketing must engage the customer in conversation and dialogue at every available opportunity.

Speaking of dialogues, please add to the list with your comments!

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