I have written numerous articles like this in magazines, business newsletters, blogs and other publications. The one glaring difference is the fact that I'm becoming more and more apparent of how I buy, how others buy, why I buy, and why others buy. Think about that for a short minute... Just think.
We as salespeople are constantly coming up with new ways to interrupt our prospects. Consider this. If we look at how salespeople conduct business on their day-to-day. They sit down to a CRM, print off a list, and then begin calling. Some will print off said list, and go out knocking on doors provided the prospects are local. Others will hit LinkedIn, Facebook, Google, and a number of other online sources to conduct research and engage in "social selling." A select few will interweave a multitude of touch points into their selling strategy, allowing them to leverage LinkedIn, Facebook, Google, Cold Calling, Emails, Video Prospecting, SMS marketing, or even old school direct mailers.
Now, let me back up just a bit. When was the last time you made a purchase from a Facebook ad, Google listing, someone calling you out of the blue, getting an email from an unknown source, or watching a sales video about a product/service you "may" need, or purchased from a text message? Let's take it a step further and ask yourself when was the last time you received one of those direct mailer and called them to purchase right away?
The point here, is that a single stand-alone strategy will not work, because you as a consumer have never made a purchase through that particular medium. The focus and the entire point of the multi-touch solutions are to ensure that you're educating the prospect, moving them along the buyer's journey and into your sales funnel closer to signing on the dotted line.
Let's get started. The way most of us buy is through an educational process. We check third party sites to validate the company, their products, and their services. Another step we take as consumers includes asking our friends and family. Third, we look into their current customers to find intelligence on the solutions, testimonials allow you to gain similar access to intelligence. You view their website, their facebook page, their blog, and analyze the content to make decisions. The end results - you're better educated on their product, service, and solutions versus taking a cold call, viewing a direct mailer, etc.
Google published a report in 2015 stating that buyers in today's economy conduct 83% of their research, and are considered 83% confident in their decision by the time they call you, respond to your ad, and/or respond to your emails. There are components of research that must be conducted. Consider this. What if each one of your outreach points consisted of a bit, or piece of research for them to engage in? What if you were to send them content on every facet of the buying process; based on price, time, need, urgency and trust? What if you could send them, through your very own content, enough information to inspire the 83% buyer's confidence through your content, and your content, alone? This is happening, and it's happening with a lot of companies. They're engaging in content marketing, submitting white papers, creating download pages for ebooks, and sending their prospects to blogs to gain further insight. They're inviting them to webinars. The entire purpose is to help them self-educate to inspire buying confidence, and inch them closer to that 83% mark.
The entire focus of my Super 7 system is to help you generate leads, drive traffic and fill your sales funnel with self-educated prospects, allowing you to speak with more qualified and interested buyers. We educate your prospects with ebooks, white papers, infographics, blogs, articles, presentations, and webinars, moving them one step closer to a buyers confidence level allowing you to close the sale. As salespeople, we truly operate much more efficiently and effectively when the prospect knows what you're selling, how you selling it, and why you sell it. This creates a mutual agreement between you and the buyer. If you lose the sale, it is because someone else provided them more valuable information as it relates to your solution.
In short, stop cold calling, stop sending out unwanted emails, get off of LinkedIn and quit sending out friend requests to people in your space. Let's talk about building some real value, develop some real relationships, and focusing on solving real problems.
If you need more information on how our system works, feel free to reach me at Superior Marketing Group, and if you want to download my free ebook on lead generation that works, download the Super 7 System. Stay tuned for my Tenacious 20 program, which is a 21 day sales challenge enabling you to generate 210 fresh, qualified, and ready-to-buy leads through aggressive funnel building, prospecting, and qualifying.
Curtis DeCora has helped start 61 businesses throughout the states of Wisconsin and Minnesota, as a consultant and business growth specialist. He has 10 years of B2B sales experience in the corporate and small business areas.