One struggle we all face is, at the end of the day, the space we work in is crowded. There are hundreds of products that are similar to yours, if not the exact same offering. In a market of declining interactions and seemingly transactional buyer engagement, how can you stand out? Building value is an art, and here are some easy ways you can start executing on that right away.
Speak TO Your Buyers, Not AT Them
There’s not doubt about it, we exist in an age of relentless marketing and advertising, so much so, that people get burnt out and fatigued almost on a daily basis. The amount of emails we receive from outside vendors has become astronomical with the changed marketing environment. That being said, when we engage with potential buyers, or current customers, we have to be thinking about what it’s like to be them. What are they interested in? What do we know about the typical day-to-day struggles? Continually asking if someone wants to try a demo, or download a case study, does nothing for them unless you make it valuable and relatable.
- What needs does your product overcome and how can you communicate that to a buyer?
- How can you have a real conversation with them by using your value prop and call to action?
Take Them on a Journey
We all know how crucial it is to manage the marketing pipeline. However, have you stopped to think about the buying pipeline? We know that only 3% of decision makers are ever truly ready to make a decision. So, what happens with the other 97%? This is where a strong buyer’s journey can come into place. Think about your marketing nurture: what story are you trying to tell? By placing the prospect in the protagonist role; come up with a timeline on how you can guide them through overcoming obstacles, the relatable high point of their success, and eventually helping them defeat their need.
- What story does your product tell and how can it be described through a journey?
- Create a timeline you’d like the buyer to progress through. This can always be modified!
Assumed Product Demos
There are about a thousand reason’s why a prospect chooses not to utilize a free demo, and sometimes your company doesn’t have one available; but what if we just assumed, they did? What would the outcome be if they utilized the demo? The goal here is speak in terms of implementation without pushing them to download the free trial. Explain to your prospect what it looks like to use your product. You can walk them through an interface, or even just explain how THEY can use it. Either way, you’re trying to put them in the driver’s seat, without having them make a commitment to download something.
- What does your demo (or assumed demo) try to accomplish?
- Think next steps. How can you portray what happens after the demo?
This is a tricky spot to be in for some, because competitors aren’t always as easily defined. However, if you were to look at your product, what do you feel like it does better than anyone else’s? Take that information, and without talking about the competitor, utilize the value. We know that most decision makers and buyers are constantly being presented with new solutions for challenges they might face on a day- to- day basis. Your goal here is to call out those challenges, and the fact that they’re researching, and explain what your product can do different. In terms of thought leadership, this can be key to positioning your product at the forefront of the prospects mind, and integrated with consistent nurture, can make a huge difference in the long-term ROI.
- Find who your competitors are. What do you do different, and how can you position that as better?
- Where would this fall in your nurture?