-
Develop a product
with specific utility – functions, features, and potential benefits that
are relevant for an identified set of potential users.
-
Identify such users
as specifically as possible – in the form of an actual means for reaching
them – names, titles, addresses, phone numbers, common "events" where
you and they can be face-to-face, either individually (an in-person
“call”) or collectively (an industry conference) or through some
intermediary (direct mail letter or via print-media or other types of
advertisement).
-
Truly
understand the issues that your
intended users see as “hot.”
Virtuoso Marketing
Differentiation
Strategies
Surprise To Win:
3 Strategies
Buzz Marketing
-
Relate those issues to the functional capabilities
of your product and then back to the
potential benefits that users would realize if they were to start
using your product.
-
Figure out
pricing
and terms.
Figure out any additional “collateral” to be associated with
selling/purchasing the product (added benefits, incentives, etc.).
-
Communicate
the simple facts that the product exists
and that it is available for
purchase and is ready to use immediately.
-
Help the
targets identify their own situation
with the characteristics of the product.
Selling Is Problem
Solving
-
Motivate
the targets
to take some type of pro-active action (calling for more info, calling you
to chat, inviting you to come see them, inviting you to call them,
showing up to participate at an “event”).
-
Ask for the order.
It's amazing how many companies never actually ask their targets to make
a purchase decision.
-
Design and implement your
sales follow-up program
(1) to cement this present sale, (2) to establish that your company is
the solution source (to support future sales opportunities), and
(3) to get referrals and personal introductions to other likely sales
candidates.
Creating Customer Value:
9 Questions To Answer
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