We are often asked by clients to help them create a sales and marketing campaign when they want to launch a new service or enter a fresh market. Sometimes it is the second time they are trying it and they want help because the first attempt has faltered. Here is our brief ABC to avoiding the common mistakes and ensuring your campaign flies...
A. Assess the market
What do clients want and what are competitors currently offering? It is unlikely that you are about to offer something truly revolutionary – so do not fool yourself or plan in a vacuum. Look at what other firms are doing to promote their offerings and tap the insight of potential future buyers. This is also a really comfortable way to start talking to prospects without being viewed as “selling”.
Who should you be talking to? The temptation is to start at the top of your list by turnover or employee numbers but think twice, as everyone else will be chasing them too. How are you going to slice and dice the market? Remember one of the core rules of marketing; that success comes from deciding who NOT to market to. Then when you do contact a prospective client, they will be thinking “this bloke has done his homework, he is talking directly to me, I don’t feel part of a blunderbuss attack”.
B. Beyond the brochure
A simple brochure still has a place to play, but what else can you do to get your message across in a new way? Think seminars, podcasts, online demos, free trials and social media, plus tools to encourage referrals and build word of mouth. Use a variety of channels and persuade and encourage people to try each. You still need bums on seats even if they are the other side of the globe watching your webinar.
C. Conversations
A successful sales and marketing campaign is not about pitching. It is about entering conversations with potential buyers, unearthing their needs and where relevant matching your offer to those needs.
Use sales and marketing people who can engage with prospects on their terms. People who can empathise with them and the issues they face and have a conversation with them on the same level. Not begging for business, not arrogant, simply engaging in intelligent and articulate dialogue.
Whatever the proposition, if you remember your ABC you will give your campaign the best chance of flying – and if you need any help, remember us at BDC.
