Knowing and Understanding Who You Help is The Fuel for Your Sales and Marketing
Generating sales can take time. There’s so much you need to do, including following up on sales leads, nurturing a sales funnel, networking, and marketing. Time is often limited, so making the most of it in all areas of your business is a high priority.
When it comes to your sales funnel there’s no better place to start than with your perfect customer. You need to really know and understand who you’re aiming to attract. Why? Because without this focus, you’ll probably attract the wrong customers and your sales efforts may well be spent in the wrong place.
After all, if you’re selling to customers who aren’t right for your product, you’re violating the most important rule of sales: You’re not providing real value to your customers. You’re also potentially risking high churn rates and losing the morale of your sales team.
Also called a customer avatar, creating the ideal customer persona for your business is key to great marketing and essential to sales success. Get it wrong and you’ll be attracting the wrong enquiries and working fruitlessly on poor leads.
Even with great tools like SalesRadar, with the wrong input, you’ll get the wrong output.
Who is your customer?
You can go as deep on this as you like but for ease, start with the following:
- Who are they, typically?
- What do they struggle with?
- Where do they hang out?
- Are they even aware they have a problem?
- What do they tend to call their problem?
- What are they likely to be doing to fix it at the moment?
- What type of person or company are they?
- How do you help? How SPECIFICALLY do you help?
You can add to this list if you like.
The aim is to give yourself an overview of your ideal customer or client and work out where you fit into their life or business. Once you have a good idea of this, the rest will follow.
Whether you’re looking at social media, direct mail, or even speaking at events like networking or exhibitions, your message needs to talk to your ideal customers.
That pain point they have is going to play a core part in this. When you know what it is, you can work on it. The message is the core of your marketing; it’s that constant theme you talk about – that blueprint to your posts.
We often talk about following-up on sales leads as we know that most don’t do it because they find it tricky, and that if they did, they’d win more business. That’s a big pain for our ideal customers. We help them with that so they can be more successful.
What’s that big pain for your customers? That will form your core marketing message.
Once you have the core message crystal clear you can work around some topics and searchable phrases to help you generate content for your marketing that will resonate and land well.
You need your content to sing to their pain and shine out from their devices and into their lives as the answer they’ve been looking for… or simply something they need but hadn’t realised before!
When we tell people that you need to ask for the sale five times or more, we get people’s attention… and then they’ll need a good system to do that. Of courses, that’s what SalesRadar does, and that’s how we help.
Website pain points
Don’t just stop at marketing messages and forget that your 24/7 marketing shopfront needs them too! Your website should explain the problem your ideal customer has and then offer helpful solutions to it.
Explain that you understand them by describing where they might be and how they might feel right now.
Share content that simply and concisely explains why they need your products or services.
Tell them why they should choose you rather than another company.
Blogs are a great way to add more depth to this and building a bank of content that sings the tune your customers want to hear is a sure-fire marketing strategy that’ll help you attract more people, more of the time.
Just remember: this content needs to be fixing problems and adding value to your ideal customers and clients, not just anyone.
Email marketing is a great way to stay in contact with your list. One email sent to 100s or 1000s of people you’ve met, worked with, or simply attracted through lead generation, freebies, etc. is a good tool to have in your marketing box.
The three main areas to focus on with email are:
- The subject line. This needs to stand out from the other messages in their inbox.
- The first line. This needs to follow on from the header.
- The content. This needs to help, educate, engage, and occasionally sell.
As with all the other marketing, use your emails to demonstrate that you can see a problem that your customers have or might not be aware of having, and then offer ideas, content, value, tips and more to help them.
Authority in sales is so important, so why not use email to build on yours?
Networking is a form of marketing so it makes complete sense to go out networking and then not only look for your ideal customers but look for people who might know them or are connected with them.
It’s also key that you ‘theme’ your networking pitches, talks, marketing, and collateral including leaflets and banners around your customer, not you.
- What do you fix?
- How can you help?
- And what were your customers experiencing that you helped with?
Make it obvious. Keep it simple.
Simple, but effective.
Going to an expo this year? Play the same cards as you will at your networking events. Set up your stall with those simple, effective messages aimed right at the pain of your ideal connections and then frame any conversations you have around those pain points.
If you speak to people who don’t have those problems, then you’ve simply eliminated them and that saves you wasted time following-up with them!
SalesRadar – Researching on the radar
If you’re a B2B company then you can search for your ideal customer on SalesRadar.
Let’s say you help taxi companies with a neat little app, or you’re looking for accountants to offer them a great scheme that could help their clients. By using SalesRadar, you’ll not only be able to find them all in a specific location, you’ll also have their contact details – and in many cases their website and social media too.
We firmly believe that the radar in SalesRadar is better than Google as all you’ll get are business listings; not blogs, reviews, social media posts, videos, images and similar.
… but you need the right customers to search for in the first place.
It’s a simple three step process to consider:
- Who are they?
- What do they need help with?
- How do you help?
Frame your website, marketing, and networking around this and you’ll find and attract the right people, ensuring that your sales funnel is qualified and useful. Don’t waste your time chasing people who you’re not ideally matched with.
And when you do find them… make sure you’re using a CRM to follow-up with your leads and enquiries.