One of the biggest issues I see in selling is that many conversations with prospects go nowhere. The initial conversation seems to go well. But that second conversation becomes a real challenge to set up. And if it ever happens, it doesn’t appear that the sales process advances.
What’s going wrong? It could be a number of things, but we’re going to focus on one biggie right here: many of the conversations are not with well qualified prospects. If we haven’t narrowed the focus of how and where we get our message out, we end up with many “prospects” that we simply shouldn’t be talking too. Either they don’t have the pain point that we can solve, or they haven’t got the pocketbook to afford our solution.
So how can we solve this? One of the easiest ways is to get to know our best clients better. Ask them a lot of questions. If they are consumers, what are their interests? How old are they? Are they married? Where do they shop? What do they do for entertainment? If they are businesses, what are their challenges? Why do they buy our product or services (what problem do we solve)? How do they make decisions? What is their industry segment? How large are they? Ask, Ask, Ask.
What are we going to do with this information? We’ve got to figure out where we can get in front of more of them: consumers or businesses with the same profile as our best clients. By narrowing our marketing focus to hit more of the right prospects more often, our selling conversations will more often be with prospects we can truly help, and with whom our marketing message will resonate.
This simple approach doesn’t require an increase in marketing spending. It does require an increase in critical thinking!