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6月6日 Five Quick Tips for Creating Conversations Salespeople Will UseFive Quick Tips for Creating Conversations Salespeople Will Use
If you're like most marketers, you're probably struggling with the best ways to help your salespeople have more meaningful conversations with customers and prospects. Perhaps you believe your salespeople sell too tactically, offering piecemeal solutions and missing the opportunity to serve in a more trusted advisor role. Or perhaps you have great salespeople, but their messages are inconsistent across the field and don't reflect corporate strategy and vision.
Effectively articulating any company's true business value is a challenge for even the best salespeople. So what percentage of your sales organization can engage customers in discussions that carry them from high-level challenges down to individual solution areas, without leaving the customer lost in translation? When connecting the dots from marketing vision to sales execution, you can use these five quick tips for creating scripted conversations to help salespeople more effectively communicate your company's business value to customers and prospects: 1. Avoid using your own corporate-speak
Many companies have developed messaging at the corporate level, which likely includes the invention of your own unique term and associated acronym. Unfortunately, that can lead to salespeople's spending their valuable presentation time trying to define and explain the messaging itself and not the associated business value to your customer. Instead, try enabling salespeople to tell a story that explores business challenges and your approach to solving them. When it's appropriate in the discussion, sketch in the acronym and link it between the pains and solutions. Next, script a line that says, "Here at XYZ company, we call that...." Remember, customers want to know how you solve problems (your unique approach to value). Analysts want to know what you call it (your brand category and acronym). 2. Use the voice of experience
Don't think for a moment that you can create this introductory dialogue without interviewing and gathering data from some very seasoned folks in your sales and executive organizations. They are best at sharing a good dose of reality in what an executive tête-à-tête can or cannot be. But there is one caveat: Even your most senior executives can sometimes fall back on the same comfortable pitch. Stretch them to help you build an elevated discussion—one that sets your company apart. Make sure they can articulate what you are expecting your salespeople to present. In this role, you'll be as much of a strategist and facilitator as an interviewer. Above all, keep this important project on track by owning the result, making decisions that keep it moving forward, and ensuring the project does not become victim of death by committee. Remember, this scripted piece will evolve alongside your messaging. Thus, a six-month shelf life is appropriate for this type of sales tool. 3. Make it meaningful and memorable for customers
Two suggestions here. First, keep points brief and on target. For example, "We work toward solving three key business challenges" helps customers associate you with specific pain areas right up front. Remember, your customer is likely to have to carry your story forward to his/her colleagues to gain buy-in and move the sales process forward. So, keeping your point simple so that your customer can then repeat it in his/her own environment furthers your sales cause. Second, use examples. This introductory presentation is a great place to leverage case study (success story) data in a more personal way. Even if you don't/can't use specific company names, cite situations where your company was able to address business pains in a unique and measurable way. 4. Make it memorable for salespeople
Technology sales can be very complicated. We have all watched whiteboard presentations with boxes, clouds, and lines... ad infinitum. To create the ultimate introductory executive-level talk, you must first determine what is appropriate for your sales team to present—and it probably won't have any technology in it at all. That fact alone can be unsettling to salespeople who are used to drawing (or talking about) boxes and clouds. When developing the whiteboard content and corresponding visuals, remember some basic speechwriting rules. Keep sentences short and leverage techniques, such as the art of alliteration and consonance where it makes sense. Avoid lengthy terms, phrases, and acronyms that need to be defined to be understood. Be sure to supplement the whiteboard tool with instructions for use to help salespeople know when and how to engage in such a dialogue. That also helps them mentally prepare for the right time to ease into the script. Chances are, if you're going to invest the time and money in creating an executive-level whiteboard conversation for your sales organization, you're probably going to expect them to learn it verbatim. But before engaging your training organization to test every salesperson, remember this: You'd better test yourself first. If you can't memorize or even read it, how can you expect the sales team to be successful? Also test the executive team that supported its development. Finally, try out the tool with a small group of salespeople and make last-minute modifications before rolling out to your general sales force. 5. Build a story that follows a path and paves the way for whatever is supposed to happen next
Create your introductory whiteboard conversation as the first in a series that helps salespeople move through the sales cycle in a logical, results-focused fashion. Each exchange should have a clearly defined start and finish. And make sure salespeople understand the purpose of each discussion and what activities should follow. By building a path for sales to follow, you're helping to ensure that marketing strategy and programs align with your company's sales methodology. Infusing success stories, thought leadership, and ROI tools into the scripts further leverages existing marketing tools into the process. Conclusion As technology companies focus their salespeople to sell "higher in the organization," whiteboard conversations can serve a critical role in ensuring that early executive-level discussions are targeted and meaningful. But to be successful, these sales aids must be developed to consider the needs of both the presenter and his/her audience. And, like all marketing and enablement tools, they must be launched with instructions for use, monitored for acceptance, measured for results, and modified as market needs dictate. Managing Your Marketing Career in a Web 2.0 WorldIt's no longer the world of work you knew when you graduated from college. The tried and true career management techniques you've been using just don't work in today's marketplace.
Working hard, writing a compelling resume, staying connected to head hunters are all so... 20th century.
To achieve the highest level of success and fulfillment today, you must immerse yourself in the Web 2.0 frame of mind. That means developing a new set of career management habits.
Consider these facts:
There are over 106 million members of MySpace. If MySpace were a country and members were citizens, it would be the 11th largest in the world, according to Karl Fisch at fischbowl.blogspot.com.
A former Secretary of Education, Richard Riley, stated recently that the top 10 jobs that will be in the greatest demand in 2010 didn't exist in 2004.
A Harris Interactive poll revealed that 40% of respondents google people to learn about them.
According to Business Week, 87% of headhunters use Google and social networks to make decisions about candidates, and 35% of them have eliminated candidates based on what Google revealed.
Welcome to the world of Web 2.0. According to Wikipedia, Web 2.0 refers to a perceived second-generation of Web based communities and hosted services—such as social networking sites, wikis, and folksonomies—that facilitate collaboration and sharing among users.
Web 2.0 is having a major effect on the way we do virtually everything... or do everything virtually. And that impact is more profound on marketers.
As a marketer, you are likely immersed in all the novel opportunities that exist in this new connected reality. You probably spend a great deal of time looking for ways to exploit these burgeoning Web 2.0 applications in support of your company's revenue goals. But have you thought about how to leverage Web 2.0 for your career?
If you want to stay ahead of your peers and keep your career in gear, you must employ the latest techniques in support of your professional growth.
Here are three ways to leverage Web 2.0 to get ahead.
Become the perfect passive job candidate
Soon, you will move from hunting for jobs to being hunted. Job boards will be a thing of the past, and open positions will come looking for you. That means you need to make yourself visible to prospective hiring managers and executive recruiters.
Social-networking sites and online portals are a great way to connect with like-minded professionals and increase your visibility in your area of thought leadership.
The MarketingProfs Know-how Exchange, LinkedIn, Ryze, and countless other portals and social-networking sites are your opportunity to become selectively famous. But like most tools, you need to use them if you want them to add value to your career.
When's the last time you logged into a social-networking site?
Build your own fan club
Establish a blog. Make your point of view clear. Build an SEO strategy for your blog so you can attract people who are interested in what you have to say. With RSS feeds and open commenting, you can stay connected to a community.
Those with whom your message resonates will subscribe to your blog and/or post comments. This is a great way to express your thought-leadership, expand your virtual network, and increase your GQ (Google Quotient).
Remember, every post you make is one more item that Google will return when someone googles your name. And visibility is essential to professional success.
Use multimedia to express your views
Audio and video abound on the Web. They provide a fun, multifaceted way to clearly express your message. With over 50,000 new clips added to MySpace today (the day I wrote this article), video is no longer the exception. And with cool, free audio tools like Audacity, anyone can create sound clips that are professional-sounding.
A drab resume or Web site that does not take advantage of images, sounds, and movies will likely bore those who some across it. In a world where the average 20-year-old is an amateur film producer and sound engineer, you want to make sure you are using multimedia effectively to communicate your message.
Sometimes, the medium is the message.
* * *
If you want to stand head and shoulders above the crowd and be in charge of your career, you must employ the latest Web 2.0 techniques and be willing to change those techniques as they are replaced by newer opportunities.
The only constant is change, and the rate of change is increasing. So the Web 2.0 world of today will certainly be replaced by Web 3.0—probably before you know it.
5月29日 Five Quick Tips for Creating Conversations Salespeople Will UseIf you're like most marketers, you're probably struggling with the best ways to help your salespeople have more meaningful conversations with customers and prospects. Perhaps you believe your salespeople sell too tactically, offering piecemeal solutions and missing the opportunity to serve in a more trusted advisor role. Or perhaps you have great salespeople, but their messages are inconsistent across the field and don't reflect corporate strategy and vision.
Effectively articulating any company's true business value is a challenge for even the best salespeople. So what percentage of your sales organization can engage customers in discussions that carry them from high-level challenges down to individual solution areas, without leaving the customer lost in translation?
When connecting the dots from marketing vision to sales execution, you can use these five quick tips for creating scripted conversations to help salespeople more effectively communicate your company's business value to customers and prospects:
1. Avoid using your own corporate-speak
Many companies have developed messaging at the corporate level, which likely includes the invention of your own unique term and associated acronym. Unfortunately, that can lead to salespeople's spending their valuable presentation time trying to define and explain the messaging itself and not the associated business value to your customer.
Instead, try enabling salespeople to tell a story that explores business challenges and your approach to solving them. When it's appropriate in the discussion, sketch in the acronym and link it between the pains and solutions. Next, script a line that says, "Here at XYZ company, we call that...." Remember, customers want to know how you solve problems (your unique approach to value). Analysts want to know what you call it (your brand category and acronym).
2. Use the voice of experience
Don't think for a moment that you can create this introductory dialogue without interviewing and gathering data from some very seasoned folks in your sales and executive organizations. They are best at sharing a good dose of reality in what an executive tête-à-tête can or cannot be.
But there is one caveat: Even your most senior executives can sometimes fall back on the same comfortable pitch. Stretch them to help you build an elevated discussion—one that sets your company apart. Make sure they can articulate what you are expecting your salespeople to present. In this role, you'll be as much of a strategist and facilitator as an interviewer.
Above all, keep this important project on track by owning the result, making decisions that keep it moving forward, and ensuring the project does not become victim of death by committee.
Remember, this scripted piece will evolve alongside your messaging. Thus, a six-month shelf life is appropriate for this type of sales tool.
3. Make it meaningful and memorable for customers
Two suggestions here. First, keep points brief and on target. For example, "We work toward solving three key business challenges" helps customers associate you with specific pain areas right up front.
Remember, your customer is likely to have to carry your story forward to his/her colleagues to gain buy-in and move the sales process forward. So, keeping your point simple so that your customer can then repeat it in his/her own environment furthers your sales cause.
Second, use examples. This introductory presentation is a great place to leverage case study (success story) data in a more personal way. Even if you don't/can't use specific company names, cite situations where your company was able to address business pains in a unique and measurable way.
4. Make it memorable for salespeople
Technology sales can be very complicated. We have all watched whiteboard presentations with boxes, clouds, and lines... ad infinitum.
To create the ultimate introductory executive-level talk, you must first determine what is appropriate for your sales team to present—and it probably won't have any technology in it at all. That fact alone can be unsettling to salespeople who are used to drawing (or talking about) boxes and clouds.
When developing the whiteboard content and corresponding visuals, remember some basic speechwriting rules. Keep sentences short and leverage techniques, such as the art of alliteration and consonance where it makes sense. Avoid lengthy terms, phrases, and acronyms that need to be defined to be understood. Be sure to supplement the whiteboard tool with instructions for use to help salespeople know when and how to engage in such a dialogue. That also helps them mentally prepare for the right time to ease into the script.
Chances are, if you're going to invest the time and money in creating an executive-level whiteboard conversation for your sales organization, you're probably going to expect them to learn it verbatim.
But before engaging your training organization to test every salesperson, remember this: You'd better test yourself first. If you can't memorize or even read it, how can you expect the sales team to be successful? Also test the executive team that supported its development. Finally, try out the tool with a small group of salespeople and make last-minute modifications before rolling out to your general sales force.
5. Build a story that follows a path and paves the way for whatever is supposed to happen next
Create your introductory whiteboard conversation as the first in a series that helps salespeople move through the sales cycle in a logical, results-focused fashion. Each exchange should have a clearly defined start and finish. And make sure salespeople understand the purpose of each discussion and what activities should follow.
By building a path for sales to follow, you're helping to ensure that marketing strategy and programs align with your company's sales methodology. Infusing success stories, thought leadership, and ROI tools into the scripts further leverages existing marketing tools into the process.
Conclusion
As technology companies focus their salespeople to sell "higher in the organization," whiteboard conversations can serve a critical role in ensuring that early executive-level discussions are targeted and meaningful. But to be successful, these sales aids must be developed to consider the needs of both the presenter and his/her audience.
And, like all marketing and enablement tools, they must be launched with instructions for use, monitored for acceptance, measured for results, and modified as market needs dictate. Your Seven-Step, One-Day Marketing PlanYou don’t have to kill a tree to create an effective marketing plan. In fact, you can create a successful plan for your business in just one day. To begin, don’t worry about writing style or making your plan fancy. Just go get a pencil and paper and let’s get started.
Step 1 - Understand Your Market and Competition
A big mistake that many business owners make is to latch on to a cool product or service without first understanding the market and what it wants (not what it needs). If you try to sell something that people don’t want, they won’t buy it.
It’s that simple.
A profitable market consists of people who have dire wants that are being unmet, so much so that they will jump to buy your solution (product or service). A profitable market can be comparedto a lake with thousands of starving fish. All you need to do is throw in the bait and it turns into a feeding frenzy.
To get an understanding of your market you should ask yourself questions like:
- Are there segments in my market that are being underserved?
- Are the segments of my market for my product or service big enough to make money?
- How much share of that market do I need to capture, to just break even?
- Is there too much competition in the segment of my market to be competitive?
- What are the weaknesses in my competition’s offering that I can capitalize on?
- Does my market want or value my unique competitive offering?
Step 2 - Understand Your Customer
Knowing your customer intimately is the first step to easy sales. Until you know (1) who your customers are, (2) what they want, and (3) what motivates them to buy, you can't prepare an effective marketing plan. Don’t confuse "wants" with "needs." People don’t necessarily buy what they need, buy they’ll most always buy what they want. For instance, have you ever known someone that went to the store to buy a pair of pants that they needed and came back with a new shirt, sweater, and shoes? Or how about the everyday shopperwho goes into the supermarket to buy some milk and eggs and comes out with a frozen pizza, cheese cake, and other goodies.
People will buy what they want (even if they don’t have the money!), not what they need. And yes, this even applies to those "sophisticated"corporate honchos (I used to be one, I should know).
To really get to know your customers you’ll need to ask yourself questions such as:
- How does my potential customer normally buy similar products (i.e. in a store, on the web, door-to-door)?
- Who is the primary buyer and the primary buying influencer in the purchasing process (i.e. husband or wife, purchasing agent, project leader, secretary)?
- What kind of habits does my customer have? For instance, where do they get their information (i.e. television, newspapers, magazines)?
- What are my target customer’s primary motivations for buying (i.e. look good, avoid pain, get rich, be healthy, be popular etc.)
Step 3 - Pick a Niche
If you say that your target customer is "everybody" then nobody will be your customer. The marketplace is jam packed with competition. You’ll have more success jumping up and down in a small puddle than a big ocean. Carve out a specific niche and dominate that niche, then you might consider moving on to a second niche (but not before you’ve dominated the first one!).
You could be a "lawyer that specializes in child accident liability" or a "C.P.A. for used car dealers" or a "dry cleaner for the Heritage Park subdivision in West Oaks, CA." You get the picture. Make sure to choose a niche that interests you and that is easy to contact. I can’t stress this point enough. There’s nothing more destructive than to pick a niche that you can’t communicate with or that costs you a ton of money to contact. Step 4 - Develop Your Marketing Message
You marketing message not only tells your prospect what you do, but persuades them to become your customer. You should develop two types of marketing messages. Your first marketing message should be short and to the point. Some may call this your elevator speech or your audio logo. It’s your response to someone who asks you, "So, what do you do?"
The second type is your complete marketing message that will be included in all your marketing materials and promotions. To make your marketing message compelling and persuasive it should include the following elements:
- An explanation of your target prospect’s problem.
- Proof that the problem is so important that it should be solved now, without delay.
- An explanation about why you are the only person/business that can solve your prospects problem.
- An explanation of the benefits people will receive from using your solution.
- Examples and testimonials from customers you have helped with similar problems.
- An explanation about prices, fees, and payment terms.
- Your unconditional guarantee. Step 5 - Determine Your Marketing Medium(s)
Remember, when I said that it’s critical to choose a niche that you can easily contact? When you go to choose your marketing medium(s) you’ll understand why that was sound advice. Your marketing medium is the communication vehicle you use to deliver your marketing message. It’s important to choose a marketing medium that gives you the highest return on your marketing dollar (ROMD). This means that you want to choose the medium that delivers your marketing message to the most niche prospects at the lowest possible cost.
The following is a smattering of tools you have at your disposal to get your message out:
- Newspaper ads
- Posters - Contests - Card decks - Seminars - Television ads
- Signs - Sweepstakes - Door-to-door - Teleclasses - Radio ads
- Banners - Trade shows - Yellow pages - Articles - Classified ads
- Newsletter - Charity events - Networking - Infomercials - Billboards
- Take-one box - Telemarketing - Magazine ads - Special events - Sales letters
- Flyers - Movie ads - Ezine ads - Postcards
- Doorhangers - Agents - Media releases - Fax broadcasts - Brochures
- Gift Certificates - Word-of-mouth - Website - Sign picketing - Business cards
- Catalogs - Air Blimps - Public speaking - Window display The trick is to match your message to your market using the right medium. It would do you no good to advertise your retirement community using a fast-paced, loud radio spot on a hip-hop radio station. This is a complete mismatch of the market, message, and medium.
Success will come when there is a good match of these three elements.
Step 6 - Set Sales and Marketing Goals
Goals are critical to your success. A "wish" is a goal that hasn’t been written down. If you haven’t written your goals, you’re still just wishing for success. When creating your goals use the SMART formula. Ensure that your goals are, (1) Sensible, (2) Measurable, (3) Achievable, (4) Realistic, and (5) Time specific.
Your goals should include financial elements such as annual sales revenue, gross profit, sales per sales person etc. However, they should also include non-financial elements such as units sold, contracts signed, clients acquired, articles published etc. Once you’ve set your goals, implement processes to internalize them with all team members such as reviewing them in sales meetings, displaying thermometer posters, awarding achievement prizes etc.
Step 7 - Develop Your Marketing Budget
Your marketing budget can be developed several ways depending on whether you want to be more exact or develop just a quick-and-dirty number. It’s good to start out with a quick-and-dirty calculation and then to support it with further details.
First, if you have been in business for over a year and tracked your marketing-related expenditures you could easily calculate your "cost to acquire one customer" or "cost to sell one product" by dividing your annual sales and marketing costs by the number of units (or customers acquired) sold.
The next step is to take your cost to sell one unit or acquire one customer and simply multiply it by your unit sales or customer acquisition goal. The result of this simple computation will give you a rough estimate of what you need to invest to meet your sales goals for the next year.
Conclusion
There you have it, The Seven-Step, One-Day Marketing Plan. It’s simple really. Of course you’ll need to study up a bit more about your marketing medium(s) of choice, their appropriateness for your message, and their associated costs. But try not to make the development of your plan a laborious, drawn-out task. Remember the 80-20 rule. 80% of your results will come from 20% of your effort. My final word of advice is to make sure you set aside uninterrupted time to develop your marketing plan. It could very well be the most important document to which you and your team members will ever refer. Happy Planning! 18 Things You Need to Know About Web Marketing (but Are Afraid to Believe)Maybe you own your own business, or perhaps you're a critical cog in the corporate machinery responsible for marketing your company, brand, product, or service. If that describes you, here are 18 things you need to know about Web marketing but were afraid to believe. 1. It's time to be heardYour mother told you children should be seen and not heard, but you're not a kid anymore. So why are you listening to all those guys telling you not to use audio on your Web site? If you want to deliver a lot of content that people will remember, try letting your Web site do the talking. 2. There's nothing like the real thingIn a world of virtual everything, there's nothing like the real thing. The sound and image of real people delivering your marketing message makes it a believable, memorable presentation. 3. Unlock the conventional wisdom straightjacketDriving traffic to your site is great, if those visitors stay long enough to find out why they should be doing business with you. If your Web site traffic is leaving as fast as it's arriving, maybe search engine optimization isn't the answer you've been looking for. 4. Don't link your way to obscurityYou know the reciprocal linking strategy everyone is talking about as a way to generate leads? Did you ever consider that each link to another Web site is an invitation to leave your site? Is that really what you want—to invite people to leave? I think not! 5. Your company's voice is its personalityGive your company a professional voice, with a finely crafted script delivered by a professional voiceover announcer that presents a compelling, memorable marketing message and a unique brand personality. Or do it yourself and sound like an amateur. The choice is yours. 6. Addressing ass-backward prioritiesIf your Web site design firm is twisting your marketing message out of shape to conform to the technical "technique du jour" that only looks good in one popular browser, then you hired the wrong guys. It's not about technology; it's about communication. 7. Text ads are dead, long live Web videoSqueezing your marketing message into a pay-per-click text ad is like trying to attract leads using one of those newspaper real estate ads where every word needs to be decoded. Start communicating with a Web video that tells a story—your story. 8. Nobody ever bored anybody into buyingThe vast majority of Web site text is boring, unimaginative, and self-promoting. If you don't present a compelling, focused story, then you are just wasting peoples' time. Seduce your audience with an informative, entertaining, and memorable presentation created by marketing professionals. 9. Too much of good thing isn't so goodYou were worried about load times and search engine optimization so you dumped most of your images and multimedia and proceeded to put so much text on your site that it would take a month to study; but have you considered whether anybody is ever going to actually read that stuff? And that's assuming people could ever find what they were looking for in the first place. 10. Stop hiding behind your email addressYou've got a killer Web site. It tells visitors everything. All they have to do is place an order. But wait... somebody has a question. So they go to your contact page and find an email address. No contact name. No address. No phone number. You've provided a Q&A, an FAQ, and a list of technical specs. What more do they want, right? Well, what they want is to talk to somebody to make sure you're legit... and they want to know that if they have a problem you'll stand behind what you're selling. Silly them. 11. Do you suffer from redundant redux reflux?Search engines love content. They index all your text, searching for keywords and phrases. So what do you do? You repeat and repeat stuff, over and over, to make sure the search engines understand what you're all about. Too bad all your Web visitors get indigestion from reading your redundant copy and leave because they forgot why they were there. 12. Inform, enlighten, persuadeKnowledge is today's high-value commodity. If you have a set of skills that people want to acquire, then you've got something to sell—something to build a business around. But if you don't know how to present that knowledge to an audience, then your skills are unmarketable. If you want to get paid for what you know, you better find out how to deliver your content. 13. It's not about numbers, it's about qualityIt's not the number of hits you get on your Web site, it's how long visitors stay on your site and how much information they retain after they leave that counts. It's about the quality of traffic, not the quantity. And the best way to create quality traffic is to provide easy-to-find, easy-to-understand, easy-to-remember content. 14. Don't play constant SEO catch-upEvery time an SEO whiz kid comes up with a trick to beat the search engine algorithms, the experts at the search engines change their criteria. This means you're constantly playing SEO catch-up. Good for the whiz kid; not so good for you. And have you ever wondered how all those search engine optimizers can guarantee you, and everybody else they are selling, top billing—kind of hard to believe isn't it? 15. Show me what to doAnybody who has ever spent the night before Christmas trying to decipher the arcane instructions provided by the manufacturer of the bicycle you bought for your kid, or the bizarre graphics included with the do-it-yourself kitchen you bought from you know who, knows that there is nothing like a good video to explain how Part A actually does fit into Part B. 16. Even cows have brandsIf you've got a business, you've got a brand. We're not just talking about a logo. We're talking about every thing you do: your Web site, your print collaterals, everything, including how you answer the phone. You do answer the phone don't you? If your Web site design firm doesn't get it, if they aren't creating a brand personality, what are they doing? 17. Lost in spaceEver go to one of those Web sites that's impossible to navigate? Maybe the navigation system doesn't work in your favorite browser, or maybe the navigation system is so confusing visitors get lost in cyber-content hell. Information architecture, how people find the content they are looking for, is critical to creating a satisfying user experience. 18. You can have it both waysRemember when your mother told you, you couldn't have dessert if you didn't finish your broccoli? Sounds like those know-it-all search engine gurus telling you that you can't have multimedia on your site. Well, you're a big kid now, and if you want that multimedia hot fudge sundae, you can have it. And you can also have all the good-for-you search engine friendly copy, too. Who said you couldn't have it both ways? |
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