Tip 1: Build a business case
Clear results act like a magnet. Make sure that you can substantiate the added value of your product or service in terms of “measurable results”. How will your customer benefit from your product or service, and within which period of time can your customers expect to reap the rewards?
If your product contributes to extra comfort, how will people experience this in concrete terms?
If your service allows people to achieve savings, how much is this exactly, and how long will this take?
If your product ensures that certain risks are minimized, which figures can you produce to demonstrate this?
Follow up on your customers and measure the added value they experience. Use this data in your on and off-line communication towards prospective customers.
Tip 2: Communicate Unique Buying Reasons
Where USPs (Unique Selling Points) are generally communicated directly from the salesman’s folder (“We are best at... we are the fastest at... We deliver the highest quality in the field of...”), UBRs (Unique Buying Reasons) generally come straight from the customer’s mouth and illustrate the compelling reasons why your customers have chosen you. UBRs can be both irritating problems and irresistible yearnings. The crux of the matter is that UBRs are precisely what prompted your customer to do business with you.
The use of UBRs in your on and off-line communication ensures that prospective customers can identify with the needs and longings that you trigger in them.
Tip 3: Attract “showcase customers”
“Many a mickle makes a muckle” A saying that certainly applies to sales. Still, certain names on your reference list have more impact than others. The “heavyweights” or “showcase customers” underscore the added value of your product or service, and will win over indecisive customers. Of course, it is also very important to have a sufficient number of “small fry” customers that generate a large portion of your everyday turnover and enable further growth.
Tip 4: Make use of active references
Prospects are more inclined to believe what your customers say than what you are telling them. Turn satisfied customers into ambassadors for your product or service. Ask if you can include their experiences in your testimonials, or take it one step further by asking them proactively who you can contact within their network. An active reference will ensure that you will be able to speak freely and in confidence to new prospects during your very first meeting.
The ideal situation
The epitome of customer-oriented marketing is a showcase customer with a clearly recognizable need, whom you can help in a measurable manner and who is so satisfied that he/she will advertise this to all his/her contacts. Considering that “optimism is a selling skill”, you can be assured that you will come across this situation frequently enough!
Four tips that will help you reach your target audience
Tip 1: Build a business case