Sales and Marketing Messaging for "You"



Your sales and marketing message should be customer-centric, addressing them directly and presenting your unique value points as answers to their needs. In this section I present a step by step how to for creating effective marketing and sales communications that will resound with your customers.

I call this methodology "You" Sales and Marketing because the word "YOU" is the most important word in your customer message. Keeping that in mind and following the simple steps I outline below will put you well on your way to making sure that your customer communications engage your audience and produce results.


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”You” Sales and Marketing

Just putting by focusing on the word "YOU" in your communications is the best way to ensure that you are speaking to the customer about them. Have you noticed how well most people respond to their name (which is a great sales technique, by the way)? In the same way, focus on customers by using the word "YOU" as much as possible!

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I try and use the word "you" in ever single sentence of a marketing message, believe it or not. That way I always keep the customer in mind and as long as they keep reading I am talking about them. The biggest mistake you can make in marketing and sales is to focus on "me" and "my" which is what a lot of people do: "my product", "my company", "my track record"...

None of what you do or represent is of any interest to your customer until you tie it to them through a benefit you provide them or a need of theirs that you answer to. Remember that simply talking about how good you are will win you no points unless it is connected to how you can solve your customer's problem and make their life better.


Questions in Sales and Marketing

Every sales manager in the world knows the power of using questions in uncovering customer needs and in order to qualify them as being a good fit for you to do business with. Focusing on questions draws your customer right in to how you can solve their specific challenges and why doing business with you will benefit them immeasurably.

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Pain

This is the focus of your sales and marketing message and you should begin your communication by drawing attention to it. In a sales situation can ask outright to find out exactly what your customer's specific pain is while for marketing communications you can ask questions based on known pains. Part of the buying and selling process is to try and quantify customer pain as much as possible.

• What are some of your biggest challenges today? • How long has this been going on? • How much does this cost you? • Who is affected by this? • Where do these problems have the greatest impact?


Benefit

Simply put, solving your customer's pain is the benefit they are going to receive from doing business with you. You are going to fix what is not working. You are going to save them time and money. You are going to make their professional and / or personal life immeasurably better. It is the goal you both seek and a simple way to reflect it in sales and marketing questions is by reversing your pain questions to focus on benefits.

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• What if you could operate without these challenges? • How soon would you like to get this fixed? • How much can this save you? • Who is going to benefit by this? • Where will a solution have the greatest impact?


Bringing It Together




I might add that questions are more important in a sales versus a marketing scenario and are used throughout the process to qualify (and re-qualify!). That being said, you should begin your sales and marketing communication in any case with a question or at least a mindset of wanting to explore a customer's current situation before offering a solution!

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In an opening sales and marketing communication, you may begin by asking a question about their greatest challenge and then getting a customer to visualize the solution. Just as you try and quantify your customer's pain, so should you quantify and make their mental picture of their ultimate solution as real as possible as well by asking who, what, where, when, why and how.

The first step is demonstrating an understanding of your customer's problem and their envisioned solution and so winning their trust. Only then do you have the right to propose a solution by way of your product or service. Remember that as you introduce your product or service into the picture, connect the features you talk about with the pain areas you have been discussing with a customer so as to be seen as benefits that are part of their solution.

Here are the building blocks of a typical sales and marketing message brought together in a couple of brief examples:

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Sales:

"What is your biggest problems with [x, y, z product or service]?"
"Really, how long has that been going on?"
"Wow, what does that cost you in terms of time and money?"
"I see, what if you could eliminate that problem entirely?"
"Well, here is how you might be able to..."


Marketing:

"Does [x,y,z problem] stop you for performing at your best? If you are like most companies today then [x,y,z] means that you cannot do [a,b,c goal] as you try and take your business to the next level. [Your company] can help you overcome the challenges of [x,y,z] by enabling you to [1,2,3 benefit] through [e,f,g features]. Join hundreds of other leading companies in taking [x,y,z] head on and turning your greatest challenge into your greatest opportunity!"


In a sales scenario, you can repeat these kinds of conversations throughout the sales process and even use this question-and-answer approach to overcome procedural and other obstacles to the sale (for example: "So now that your boss is convinced, what do we have to do?"). Notice that as soon as you have your customer's trust and they discuss their pain, they will of themselves be interested in hearing your perspective on a solution for them.

In marketing, you are not going to fill a long communication full of just questions but rather use the questioning approach as a starting point and to create the right tone throughout your communications. Stay focused on the word "YOU" in order to keep you centered around the all-important question of "what's in it for them" (ie. your customer)? Each point or product or service feature that you discuss in a marketing communication should then be attached to a customer pain and a benefit you are providing.


The Goal of Sales and Marketing

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I love this picture because the goal is shaped like a "Y" which should remind you again of the crucial word "YOU"..! In talking about goals try to make your statements as active as possible - for example, instead of saying, "you can achieve greater returns" simply say, "achieve greater returns!" Be present, concise and precise in order to be engaging. It takes some practice and you can always ask for help!

The real goal of your business should be to solve customer problems. If you do that in an agreeable way then your business will grow. The focus of your sales and marketing message should therefore be to point to that goal. Just like "all roads led to Rome" in ancient times, make everything you say and do be about convincing your customer that you are there to help solve their problem. Most all problems in sales and marketing can be minimized by just keeping this one simple rule in mind.

Get help creating an effective message for your business!

GO TO:
Sales and Marketing for "You"Sales and MKTG ValuesMarketing CommunicationsCopywriting TipsContent Advisor ServicesSales Process ManagementMessaging Consultant




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