Getting a message across to another person is more than simply speaking or writing a bunch of words. It is an art that, when mastered, can help you add value to your products and your customers’ lives. The most challenging part of communication is adding value during a free-flowing dialogue with the right audience.
A simple conversation, when done properly, can lead people to make decisions that both parties are deeply satisfied with. Today, expert salespeople harness this skill as a professional trait when marketing to close deals and retain loyal clients for long-term partnerships.
But what good is driving lessons to a cat? For this reason, salespeople need to know how to point their effort toward the right people that need them. Marketing to the wrong audience will be futile, and it is like trying to sell a car to a cat.
Why Value Communication?
Today it is essential to understand the concept of value and learn how to create it; the modern world thrives on it. While the first step to a successful operation is quality service, a sales team with effective communication will determine how far your business will goes.
As our economy shifts from being labour-centred to serviced-centred, value communication has skyrocketed now more than ever. Marketing has taken on a new form, and it is up to you to get with the tide or get swept aside by the competition.
If you cannot convey your service, product, and solution’s added value to your customers, then your goals will be almost impossible to reach. Creating value bridges the gap that keeps your customers clamoring towards your product and services.
Give Your Sales Team Vision
Everything boils down to having a destination. Imagine getting out of bed in the morning and not knowing where the bathroom was. You would probably go to the front door to freshen up and waste hours without accomplishing much.
The same applies to a sales team with no direction toward a target audience that needs their product or service. It takes the right guidance to enable your sales staff to guide customers through the following stages;
- Discovery of a product
- Realization of its need in their lives
- Purchase and Utilization
- Long term retention
Without these steps, value communication won’t be effective or complete. The goal isn’t to simply get new customers but to target the right audience and reel in more with less effort.
What do You need?
No matter how skilled and experienced, your sales team is, they needs to direct their efforts in the right target or risk failure. This is where we come in. We show you that value communication is all about the potential customer.
From the brand of toothpaste to the model of the car you drive, it is all an outer manifestation of your inner value mechanics. Leading organizations that understand the concept of value creation, use this to present their products to you in a way others can’t. For this reason, there are some brand of cars you won’t consider ever driving and others you save up to purchase.
Thus, value is arrived at by understanding the underlying motives of your customers by answering these questions;
- Why would my customers need this?
- What would my customers need this for?
- Where would my customers need this?
- When would my customers need this?
These inquiries are focused on two levels; a macro and a micro-level.
The macro-level analysis focuses on ‘what does this population concern itself with’ and ‘what segment of the people need my service.’ The micro-level comes down to ‘Who are my customers individually, separate from the group’ and ‘what is this person concerned with.
By understanding the population and taking a step down to explore the individual, your marketing campaigns can be tailored to reach the people who need it the most.
How we can help
Once you have all the information you need, you can start to ascribe value to the products and services you offer. With these key questions answered, your sales team will have at their disposal the insight they need to add value to the select target pool of people that need your products and services.
The collective effort of your sales team will no longer go to waste on a diffuse customer pool. We’ve taken a step further from merely selling products to fulfilling customer’s needs. Intelligently optimizing a marketing campaign the becomes a process of progressively ascribing value at each point of contact with your customers through targeted advertisements, branding, and efficient communication strategies.
Now that you know what you need, the next step is getting you to your goals. This is where you have to take action.
From here, you may be wondering how to present your products and services? Who are your customers, and how do you resonate with their core needs in order to add value to your service? How can you point your sales team in the right direction? All these questions are valid and pressing and we look forward to hearing from you and solving your growth and marketing equation!
