Sales isn’t easy, but there are a few things you can do today that will improve the win rate for your sales team.
We can help. If you’re looking for ways to increase sales, improve customer retention, or simply help your sales team communicate more effectively, check out these questions all about better marketing communication.
How well do you know your target market?
Creating buyer personas or customer personas is key to better understanding your audience and effectively communicating with them – in the most compelling way. These buyer profiles represent your ideal customers.
The process of defining customer personas starts by gathering basic demographic information:
- Marital status
- Family size
- Religious affiliation
- Political party
- Level of education
- Career and salary
Beyond the basics, thorough investigation offers you clear and detailed information on your customer characteristics, qualities and habits. A deeper dig of your customer personas can help reveal:
- Spending habits
How will you communicate if you don’t have a solid grasp of who they are? While customer feedback is a great tool for gathering intelligence, it’s not enough to give you an edge in an increasingly competitive market. The better you understand your target market, the more effectively you can plan your marketing campaign, spend your ad budget and grow profits. Knowing your target market’s lifestyle will help you better understand not only why they buy, but also:
- What will motivate them to seek out your company or product;
- What benefits are important to them;
- Where they are most likely to interact with your advertising;
- What type of messaging appeal best addresses their needs and wants.
The issue for many businesses is that sales and marketing teams aren’t using the insight and lessons from the buyer personas. They’ll invest all their time and energy into developing customer personas, but quickly fall back onto traditional marketing strategies – giving more credence to a generic sales pitch that isn’t focused on an identified customer base.
Are you using customer data effectively?
Customer data will offer crucial insights that can help guide all your marketing efforts, product development and content strategy. Getting relevant data starts with the basics, but don’t miss out on opportunities to discover more.
The following research tools can offer invaluable insights:
- Interviews (internal team and customers)
- Focus groups
- Point of sale systems data
- Web analytics
Collecting and using key data can actually work to provide helpful customer and product info to help you improve your products or services. Actionable insights identify products and services that each customer truly wants, the price they’re willing to pay, and the most productive means for proactive outreach. It can also work to inform product development and operations.
One area that marketing data can really help is in building out your buyer’s journey. Look at the data you collect and see if you can identify the steps and path a buyer takes in selecting a product or solution. This insight should shape your marketing strategy.
Is your strategy on point?
The data your research provides should drive your sales and marketing strategy. The research you’ve done should work to differentiate your products and services from your competitors’ and position your company to sell to qualified buyers. But how do you know if your sales and marketing strategy is right? Actionable insights should drive strategy.
- Do you have a powerful value proposition?
- Is your messaging relevant, compelling and memorable?
- Have you set SMART goals?
Look at incorporating your business goals in your sales and marketing goals. Corporate values, business goals and priorities can help shape and empower your marketing strategy. With the right sales and marketing strategy, profitability and sales are more predictable and manageable.
Do your tactics make sense?
All effective communication starts with knowing your audience, and knowing where your audience prefers to engage. Don’t simply list platforms and channels and consider your job done. A “one size fits all” approach is bound to fall flat. Take an audience-centered approach. Think in smaller segments.
Consider how your audience experiences each opportunity to connect in their decision-making process and plan out where and how you expect them to engage. Marketing is all about telling stories. And you can improve your marketing messages by using the language your audience uses.
Expect more from your sales and marketing tactics:
- Differentiate your brand.
- Engage with a defined audience.
- Pre-qualify and convert leads.
- Build a solid customer relationship.
Listen to your customers’ challenges and problems. It’s the best way to identify the answer they’re looking for and respond with solutions that work.
How will you keep your customers coming back?
Make the experience personal. Learn to listen, respond and adapt. You’ll produce more valuable, targeted content by focusing on your audience’s unique interests and needs. Instead of creating generic social posts, blog articles and premium content, use strategic targeting to provide solutions for customers. Give them content and experiences that make a difference in their lives, while building brand awareness and boosting brand loyalty.
With the right content, you can start building a relationship with your customers rather than just selling them something.
We all know that sales don’t end after the sale. Relationships matter. Attracting customers is certainly important but keeping them is vital. How will you do this?
- Enhance customer service
- Reward loyal customers
- Practice responsive communication
- Ask for feedback
- Design your website with users in mind
- Develop solid offers
Thoughtful planning goes a long way, to not only optimize ROI, but also to a promote return on a relationship that can turn your best customers into brand ambassadors who proudly share their endorsements. Cultivating this kind of brand advocate relationship – both internally and with customers – is an invaluable asset that even the most well-funded advertising and marketing budget could never match.
The right communication strategies and market expertise can have a big impact on your business’ bottom line. If you’re ready to increase sales by turning your audience into advocates, contact GO2 Partners today.