23 May, 2016

Using Sales in Marketing

Many graphic design or web design firms do not have a business strategist on staff.

What is “strategic development” anyway?

To sum it up, it is an intimate understanding of sales and sales strategies.

Why is that valuable knowledge to have when creating marketing materials?

Imagine the power of not only having the ability to create impactful designs, but to create them with a defined purpose that converts prospects to clients, empowers your internal sales force and contributes (quickly) to your bottom line.

In this blog series, I have outlined a few basic sales techniques and show you how you can use them to create more impactful marketing pieces.

Sales Training

Lesson 1: Sell Yourself First, then the Product/Service, then the Price

Selling Yourself

Who are you and how does that translate to the customer?

Rapport is the key to any sales conversation. If your prospect does not trust you, you will not make the sale no matter how great the company or the product. Maybe you want to be a knowledgeable rep with all the answers, or a collaborative rep with helpful suggestions; perhaps you’re aggressive and known for your fearless personality. No matter which one you choose, be true to yourself and your customers will respond that much more quickly.

Selling Your Product/Service

What do you offer and what value does that have for your target audience?

In sales, you need to be able to clearly describe your product attributes, the benefits of these attributes to your target audience, and how these attributes compare to the competition. We discuss competitive analysis in the second lesson of this blog.

Selling not only the features of your product or service but also the value of those features to your customer is extremely effective in closing sales. You are looking not only for points of interest but objections to buy as well. If you notice a hesitation in your customer, address it immediately. Make sure all objections are addressed before moving on.

Closing the Sale

How do get customers to commit to your product?

Before you get to this stage in the sales process, you need to have done an excellent job informing the customer where to get your product, how to get it (order process/requirements, etc.), and to buy-in to why they need to get it before they will quantify the value of what you have to offer.

At this point in the sale, you should have built trust with the customer, educated them on the features and benefits of your product and created an urgency for them  to want to purchase. The value you have presented should be in line with the price they are now willing to pay.

Marketing Training

Lesson 1: Sell Yourself First, then the Product/Service, then the Price

Selling Yourself

Who are you and how does that translate to the customer?

Marketing tools that  help answer this question include:

  • Elevator Speech. This is a 3-5 sentence pitch that defines your company in every single word that is used. You will use this in the introduction of a sales pitch, at the bottom of a press release and on the About page of your website (to name a few).
  • The words used in this speech should indicate the target keywords that you will want optimized in any future content to enhance your search engine results.

Selling Your Product/Service

 What do you offer and what value does that have for your target audience?

Marketing tools that  help answer this question include:

  • SWOT Analysis – Strengths, Weaknesses, Opportunities & Threats
  • You can create impactful marketing targeted directly at a market segment (Opportunity), with features & benefits that highlight your Strengths.
  • Create a SWOT Analysis on each of your competitors as well to help identify all Opportunities & Threats as they exist in your marketplace.

Closing the Sale

How do get your customers to commit to your product?

Marketing tools that  help answer this question include:

  • A Call to Action. With every marketing piece you create, there should be a distinct outcome made clear to the audience. Is it a phone call you want? Did you omit information that they can find on the website? Do you want them to make a purchase?
  • Make sure your contact information is accurate and easily found. If your marketing piece has inspired a new customer, you do not want to lose them by not giving clear direction.

Remember, when partnering with a marketing company to help grow your business, the more adept you are at describing your company the more successful your campaign will be.

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