When I talk with clients about thinking strategically about their marketing, we sit down and talk very specifically about how their product or service solves a problem or frustration. Let’s face it, for everything we are out there selling, the prospect has to perceive they have some kind of problem that needs solving.
We run into plenty of sales pitches everyday—from the ads on TV or the radio to the annoying guy at the networking event that’s pitching to everyone there. If I’m not experiencing some kind of pain or frustration, I’m not interested.
What is Relevant To Your Prospects?
And this is the kind of thinking we need to be focused on to really understand our ideal client. We want to be able to talk about the problems that your product or service solves because that’s what is relevant to your prospects. Most organizations don’t say “we need new accounting software.” Instead, they say things like, “I’m not sure our cost of goods sold is accurate” or “These manual tasks are costing us too much in labor.”
If you can identify the frustrations, that will give you a more relevant story to tell. And storytelling helps sell. Think about the stories that your clients are telling you and take those stories and work them into your marketing. Talk about the problems that you solve by telling real-life stories. And tell the story so that your prospect understands what they get, not what you do.
It’s All About Timing and The Triggers
Now, let’s take that one step further. So, let’s say what you’re talking about resonates with me a little. I get your drift, but right now, the pain is bearable. I don’t even feel it that much, so I’m not going to put much energy into it yet, never mind spend any money on it. And this is important.
Now you can figure out what the timing triggers really are. What causes them to decide when to collect more information and what causes them to pull the trigger to buy? Understanding how much pain they’re willing to endure is important because this helps to identify your ideal client even more specifically and the choice of wording they use is what you might consider using in your marketing communication materials.
Listening is a skill that is critical to master. Yet, if we listen carefully, our best clients are telling us how to market to them. Take the time to ask your clients some key questions to help you out. We’ll share those questions in Part 2 of this post next week.
Until then… practice listening.