Targeting Your Sales Pitch to Match Customer Needs


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How to move beyond feature selling to more aggressively capture customer interest
with message content that is engineered to engage. For emerging technology companies wanting to stimulate market demand with more effective outbound communication - 7 proven steps for developing market messages that immediately resonates with client needs.

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Targeting Your Sales Pitch to Match Customer Needs

  1. 1. 7 Steps that assure customers will perceive your value-add in today’s cluttered and confused market space "If you can frame how people think about their problems, you’re half way to selling them“ - - Jakob Nielsen, Ph.D. (web architect, useability guru) information design engineered to build market value
  2. 2. moving beyond feature selling to capture customer interest with content engineered to engage
  3. 3. Sales messages are called a “Pitch” for good reasons . . . Crafting Targeted Market Messages Want to reach your customers’ strike zone on every pitch you make?
  4. 4. Then sell them solutions to their needs To confidently target the customer strike zone, develop market messaging that immediately resonates with client need Crafting Targeted Market Messages
  5. 5. Why isn’t this obvious . . . ? because it’s not all about you! Small technology-driven firms too often are focused on their tech & it’s features – becoming myopic about client needs . . . In today’s cluttered & impatient market, pitches must compel customer urgency – must target their hot buttons – and show them how your solution will satisfy their pressing concerns Targeted Market Messages
  6. 6. Your website, PR, ad or email has 30 seconds to capture customer recognition, build interest, and engage lead generation can you establish a business rapport that bonds their attention to your pitch before they decide you are not relevant to their pressing business needs? Targeted Market Messages
  7. 7. <ul><li>Commit to becoming your customers’ </li></ul><ul><li>strategic business partner </li></ul><ul><li>Present your product / service solution as an essential enabler of your prospects’ core business goals </li></ul><ul><li>Make the investment in time to build effective outbound messaging – two week’s foundation building will yield years of revenue gain </li></ul>Targeting Market Messages seven proven steps # 7 # 6 # 5 # 4 # 3 # 2 # 1
  8. 8. <ul><li>Learn, Profile, & Define </li></ul><ul><li>Understand the market drivers that shape your clients’ purchase decision: </li></ul><ul><li>Interview friendly clients about what shapes their purchase decisions, use stealth to learn why others buy from your competitors </li></ul><ul><li>Capture field intelligence from your sales force about what triggers interest, which niches are buying </li></ul><ul><li>Research current market trends, understand themes that are driving client expectations for excellence </li></ul><ul><li>List clients’ key fears, uncertainties & doubts (FUD) that drive their purchase decisions </li></ul>Targeting Market Messages # 7 # 6 # 5 # 4 # 3 # 2 # 1
  9. 9. Targeting Market Messages <ul><li>Define the Target Zone </li></ul><ul><li>Write a “Positioning Platform” - define how your tech’s features can deliver business solutions supporting a client’s revenue goals (click for RH sample Platform on Slideshare ) </li></ul><ul><li>Identify your competitive differentiators, Why should a client listen to me vs, others? </li></ul><ul><li>Now test your pitch on a friendly customer – does he believe your pitch has value for him? Work it until you get enthusiastic feedback. </li></ul># 7 # 6 # 5 # 4 # 3 # 2 # 1
  10. 10. <ul><li>Author your company’s Value Proposition </li></ul><ul><li>Now craft the verbiage that sells – write the pitch using your client’s street language, their FUD drivers, & your thought leadership supporting key market trends. Exercise educational selling, avoid jargon. </li></ul><ul><li>Typically author the complete value prop in a comprehensive business case whitepaper ( click for RH sample B-Case on Slideshare ) </li></ul><ul><li>Then build focused pitches from the B-case text for: + PowerPoints + Website + Press Releases + Magazine Feature Stories + Application Notes + Trade Show Displays + Email Campaigns </li></ul><ul><li>Consider segmenting your pitch according to vertical markets, tailoring pitches for separate application niches </li></ul>Targeting Market Messages # 7 # 6 # 5 # 4 # 3 # 2 # 1
  11. 11. <ul><li>Don’t make your customer work hard . . </li></ul><ul><li>Figure out your value advantage. Pre-digest your benefits & differentiators for them. </li></ul><ul><li>They will not take the time to figure out how your tech’s feature set is important </li></ul><ul><li>Once they believe you offer them value, then they will followup reading your spec sheets to learn how your tech works </li></ul>Targeting Market Messages # 7 # 6 # 5 # 4 # 3 # 2 # 1
  12. 12. <ul><li>Provide 3 Concrete Reasons </li></ul><ul><li>Why Anyone Should Believe Your Pitch </li></ul><ul><li>Validate your legitimacy to instantly build confidence - essential before prospects will engage </li></ul><ul><li>3 Referenceable Customer Testimonials </li></ul><ul><li>Satisfied Customer Logos </li></ul><ul><li>Application Notes detailing customer need / challenge, your solution, and the ROI customers realized – better uptime, lower OPEX / CAPEX, improved service & support for his customers? (click for RH appnote sample on Slideshare ) </li></ul>Targeting Market Messages # 7 # 6 # 5 # 4 # 3 # 2 # 1
  13. 13. <ul><li>Stick with your Target Zone </li></ul><ul><li>Stay “on message” for the next 18 months </li></ul><ul><li>Rehearse all sales staff to deliver this pitch </li></ul><ul><li>Refine, update OK - but outbound messaging must “soak” in the clients’ mind, consistently imprinted before your pitch will become recognized as your solution brand </li></ul><ul><li>Change it up too often and you sacrifice brand integrity, inviting market confusion </li></ul>Targeting Market Messages # 7 # 6 # 5 # 4 # 3 # 2 # 1
  14. 14. <ul><li>Click on a brochure for samples of RH targeted copywriting and educational selling </li></ul><ul><li>Video Network Transport Multiplexer </li></ul><ul><li>Video Network Service Assurance </li></ul><ul><li>Next-Gen WiFi Mesh Networks </li></ul>authoring message content engineered to engage – since 1980
  15. 15. <ul><li>Click on website samples for customer-targeted copywriting and educational selling </li></ul><ul><li>Niche selling of Wide-Area WiFi for metro-scale applications </li></ul><ul><li>Passive Optical Network Transport Equipment </li></ul><ul><li>Best-Practices for Engineering DSL Networks </li></ul><ul><li>World-Class Marketing Results </li></ul>authoring message content engineered to engage – since 1980 Authoring, designing, producing, animating and maintaining four corporate websites since 2000