July 1 carried us into the last half of the year and we are advised to take a few moments to think about what our June 30 financial statements indicated. Are you pleased with your company’s first half performance? Is your enterprise positioned to have a profitable second half? Forbes Magazine business experts predict that as we enter the last two quarters of 2015, the following strategies will drive business.
Make selling about education
High-pressure or slippery sales techniques are out of vogue and destined to fail. Solution selling is the smart choice and consultative sales skills must be honed. Successful sales pitches are those that are delivered as a discussion of how your services or products will solve or avoid a problem for the customer. Customers will value your grasp of their situation and your expertise in describing the best solution. It’s salesperson as physician, as you diagnose and prescribe the treatment. Articulate the outcomes very well.
Marketing & sales hand in glove
Recent research done by Google showed that the average customer is more than half way through the buying decision process before seeking out a vendor. In other words, customers window shop. They spend time considering possible solutions first and then think about where those solutions can be obtained.
Micro-targeted marketing strategies are recommended to not only attract your ideal client groups, but also to weed out those who are unlikely to buy. As always, one must know the customer to understand why that individual has become a customer and know how to encourage repeat business going forward. Design marketing campaigns that define, speak to and pull in excellent prospects and avoid broad-brush marketing strategies that only entangle you into engaging with those who will waste your precious time.
Appropriately written and distributed content marketing along with traditional marketing techniques are how you persuade prospective customers to picture your products and services as credible solution possibilities. Consultative selling approaches that educate the customer as you tactfully assume the role of expert and confirm or refine the initial diagnosis of the problem, that is the client’s need. Obtain client agreement on the extent of the need and then recommend treatment options, that is the solutions, that your product or services will provide. Do that well and you will generate revenue.
Price and value
According to Forbes, there are two competing forces at play in the 2015 marketplace. The first is increased downward pricing pressure on any product or service that is perceived to be a commodity. Those products and services are price dependent and will be acquired as cheaply as possible. The only ways to succeed when selling a commodity are to sell at the lowest price or deliver very efficiently to customers, that is make it convenient to buy.
Do whatever is possible to package and present your products and services in away that conveys their value to prospective customers. Additionally, Freelance purveyors of B2B services must demonstrate their expertise in a variety of ways: content marketing, case studies, webinars that feature you, teaching assignments, appearances on panels as speaker or moderator, or publishing a book. Demonstration of expertise is the number one marketing strategy in that it creates trust, enhances your perceived value and allows you to price accordingly.
An equally effective way to demonstrate your value is through customer testimonials and referrals. When those who have used your services or products recommend you to others, it is the highest compliment. Other than a 30 second ad during the Super Bowl, nothing is as effective as a personal recommendation or testimonial.
When customers consider you to be effective, knowledgeable, dependable and trustworthy, you can then command a premium (but not over-inflated) price for your products and services. Prospective customers must be assured that you will deliver the results, in full and on schedule. They must know that when they hire you, they’ll look smart to their boss and colleagues, because you are the very best.
Thanks for reading,