There are many ingredients that go into a successful selling strategy. But it ultimately all comes down to knowing who your ideal customers are and what they truly care about.
As you correctly understand your buyers’ current needs, you will be more likely to provide only the type of information that’s relevant to each segment and build profitable customer-seller relationships.
This article will show you how to better understand your existing (and potential!) buyers in order to personalize your outreach, raise brand awareness, and make your company’s products more accessible—all to significantly boost your sales.
Personalize Your Outreach with Intent Data
Any sales strategy can be extremely profitable today; that is, of course, if sellers put effort into personalizing it. A fundamental way of doing that is by adding intent data into the mix—a move that will help you:
- Know if a potential buyer is in-market for your solution
- Be certain that you’re engaging a key decision-maker from the company’s buying circle
- Evaluate and address the specific needs of your customer
Regardless of whether it’s collected internally or externally, via licensed behavioral data from a provider, there are several benefits provided by intent data; it allows for more efficient prospecting and boosts sales prioritization.
Multiple companies can benefit from your offering, but this doesn’t necessarily matter if they’re not prioritizing the investment at the moment. Thanks to intent data, you’ll receive timely insights into the purchasing behavior of your prospects or the topics they are currently interested in—which can help you personalize your offering accordingly to increase your sales.
Be Upfront About Why You’re Contacting Them
Regardless of whether you’re selling a product or offering a free resource, it should be plain and simple for your potential client to understand that’s what you’re doing. If you’re trying to close a sale, don’t make it look like they’re getting it for free. Go straight to the point, keeping in mind that if you used intent data, chances are your prospect is genuinely interested in what you’re selling. Otherwise, the prospective client will eventually see through your act and label your emails, if that’s how you’re reaching out, as spam. This will give you negative brand awareness points.
If you’re providing a free resource, here’s what you need to know: you must bring value to the buyer, but you shouldn’t make your offering seem as more than it already is—an incentive.
Use Appropriate Advertising Strategies
There are many ways in which a company can present its product to the world. Putting it up on billboards is an example that works wonders for B2C marketing, and may have some value for B2B, but it’s unlikely that it’s as worthwhile.
While regular customers may notice and become interested in a product displayed in a newspaper ad—or anywhere else—the busy professional may not.
You need to be where your customers are—and serve them the way they want to be served.
Increase Brand Awareness
If you invest in a solid policy, memorable design, and a targeted outreach strategy, you will deliver a consistent brand message that will get through to your potential buyers. Even if they’re not in need of your product right now, make sure that your business remains top-of-mind; this way, your clients may reach out when they will have a use for the given product.
Make Your Company’s Services More Accessible
Ideally, a company’s services and solutions are easy to access and understand, but this isn’t always the case. Let’s consider, for instance, software products that have to satisfy the needs of many types of users. In this case, it’s likely that there are plenty of features for the client to navigate through, which can be extremely confusing.
A company needs to identify the specific needs of its clients, and only discuss those elements that are of interest to them.
Hone in on the main pain points users are likely to encounter and explain how your company’s solution can solve them.
Ultimately, Don’t Forget to Be a Giver
Find a way to give as much as possible and make the offer more enticing. Armed with the right data, you may be able to identify what your prospective customer needs, and quickly figure out what you can offer to close the deal. Although you’re trying to sell to them, give your buyers a small incentive to ensure that they will come back again; you can also offer a free trial or a discount.
