Here are things I routinely hear from new clients, usually voiced with great frustration knowing their business should be performing better. Does any of this sound like you?
Our prospective customers don’t get it
If you’re having a hard time talking about your business or what you say seems to be ignored, the problem may be you’re talking more about the things you do, as opposed to the things you do for others. Or you may be talking to the wrong person. Likely, you need to hone your message around your core story and let it lead your customer communications.
We compete too much on price
This problem can push a business into financial ruin — servicing low margin sales and trying to make it up in volume. Often the problem is a company’s marketing and sales effort is focused on a me-too strategy of comparing products and services apples-to-apples. Sales and marketing staff may be too feature and functionality oriented, as opposed to communicating from the worldview of your target audience. You may need a clearer and more convincing message to lower price in the hierarchy of decision making.
Something is wrong with our website
I find the problem with many company websites is they’re too much about us and not enough about them. Often, what’s believed to be a design problem is really a problem of organization and clarity — burying critical information, not presenting a logical navigation, and unwittingly making a story harder to understand that it should be. Your website should speak directly to target audiences and compel visitors to act.
Sales opportunities just disappear
While all sales challenges are frustrating, this one can be demoralizing. I routinely see companies that have a number of introductory meetings and proposals, but few sales. Sales opportunities stall and eventually fall off the forecast, often without any explanation why. There are a number of things that can cause this, among them are a lack of sales tools used to leverage decisions in your favor. Tools such as compelling case studies, white papers, application notes, and similar communications can be instrumental in quickly overcoming sales problems, demonstrating thought leadership, and clarifying complex elements of your offer.
We don’t have enough sales meetings
Obviously, if you sell products and services that can’t realistically be purchased without a conversation, and you aren’t having sales conversations — you’ve got a problem. Assuming your reputation is solid and your products and services are real, there are a number reasons you may not be having the volume of sales meetings you need to hit revenue targets. Leading reasons are you aren’t addressing the right audience or you aren’t telling a compelling story. I can help you solve this problem by focusing your marketing and sales communications on target markets, speaking to the worldview of decision makers, and telling the story of the things you do for others as opposed to the things you do.
We have a hard time talking about our business
Sometimes, the closer you are to something, the harder it is to explain it to others. You know all the details and behind the scene thoughts, considerations, trails, and tireless work that went into the things you offer. And your target audience doesn’t know any of it, worse, they don’t really care. All your prospective clients want to know or is what you can do for them. You may need an outside party to take the things you do and turn it into a compelling story your target audience is waiting and wanting to hear.