Wait, why is this sales trainer in Boston talking about marketing? Shouldn’t we talk about sales?
Well, as a sales strategist, my goal is for you to get as many leads as possible to make your sales pipeline overflowing with opportunity. While much of this can be accomplished with sales techniques, marketing should always be part of that mix as well.
Great marketing works for you, simply providing you with leads and opportunities. Don’t you want qualified prospects knocking on your door? I know I do. And marketing can accomplish that for you, but it must be great marketing.
Problem: Most companies use static marketing. Let me give you an example. Bill puts an advertisement in his local newspaper about his construction company. The title of the ad says, “We build beautiful homes!”
This is a complete waste of his marketing dollars because it doesn’t pass the WIIFM Test—the “What’s In It For Me?” Test. When a prospect who wants a new house reads that ad, she says to herself, “I don’t care about what you do.”
That prospect cares about her new home, not some company.
Solution: Use Call-To-Action Marketing. Rather than the ad which just talks about his company, Bill should offer something of value to the prospect in return for some type of contact. Bill’s ad could offer a free eBook, seminar, or MP3 on “How to Build Your Dream Home” simply by visiting his website and filling out her information. This is a specific call to action and it passes the WIIFM Test. The prospect gets something that she really wants.
All small business marketing should directly fill your sales pipeline by offering something to the prospect in exchange for contacting you in some way. It’s all about Call-To-Action Marketing.
How do you elicit responses from your marketing? Please share below.