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Engage your Ideal Client with the Power of Association

Saturday, October 7th, 2017. Posted in

I was recently talking with a client, and they were explaining that they have an innovative, market leading service but struggle to gain the attention of companies that would undoubtedly benefit from their solution.

This is an all too common issue as many small to medium-sized businesses (SMEs) are cutting edge yet don’t have the publicity and brand awareness of larger competitors with more widely adopted yet inferior products..

Approaching prospects via telephone can be a very cost-effective as well as an interactive way of delivering key marketing messages.

Cold calling and telesales get a bad rap in the press. Sometimes quite rightly so, as in the case of the crooked agencies who were pressurising old folk into charity donations. However,  in constantly writing negative stories it can be argued justifiably that media owners are often just protecting their channels and advertising revenue.

If done correctly, telephone marketing can be one of the most cost-effective tools for small businesses to turn ideal targets into new business. TV, radio and press advertising is beyond their more modest budgets.

Cold calling and most calls that people receive can also give the industry a bad reputation. As with other forms of marketing, the approach needs to be tailored to the target audience and focused on their sector and situation spelling out specific benefits and added value that they will receive.

First of all, try to put yourself in the prospect’s shoes and think what would appeal most to them to solve any problems.

If you can demonstrate the benefit that you have delivered to companies they can relate to, then they find it much easier to visualise receiving the same benefits. An exercise in seeing what most of your current clients have in common can help you to reverse engineer and draw up the best target lists.

For example, if most of your clients are in a particular industry, e.g. construction, retail or automotive – approach others in that vertical.

It could be that your solution has benefited a certain size or structure of corporation, e.g. SMEs or, not for profits or AIM-listed firms – draw up a list of other similar organisations.

It could be geographical regions that you’re active in and prospects may know the companies you are assisting in that area.

When asked for the reason for your call or if you have an opportunity to present your elevator pitch – the purpose of your approach will be stated as being about these factors instead of your solution, therefore, maximizing your chance of meaningful engagement and progressing the target along the sales pipeline.

I sometimes get cold called and often I’m thinking this is just some random attempt to sell me a service or product that would potentially be of general use to every business out there. When the caller mentioned that their specific software had been used by and was developed for new business agencies he then had my undivided attention even though it was an interruption to what I had planned out for that day.

It really is worth taking this “long-tail approach” to prospecting instead of a mass-market “cold calling” approach. Take time to hone the campaign and messaging even if you have a product that works across many different company types.

When decision makers start to associate with benefits received by companies they are related to, they are well on the way to being reeled in and progressed along your sales pipeline.

If you’d like to find out more about how to market your solutions effectively call TMIB now on 01298 214 656 or contact David for free advice

David Whelpton


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