If you’ve ever been on the receiving end of a typical follow-up sales call, you know how ineffective they are, but is your sales team guilty of making these types of calls? Whether they are or not, there is a much more effective way to follow up.
On this solo show, I will be talking about the importance of using valuable content as part of your follow-up system, why smart companies are now combining their marketing and sales departments, and how you can do the same.
This is an information-packed episode of Grow My Revenue, get ready to take some notes and start implementing today!
Listen to this episode and discover:
• What are the two worst ways most people follow up?
• Why you don’t create content for the sole purpose of marketing.
• What steps are included in the most effective sales process?
• Why it’s critical to be candid on your web site.
• Should you create a sense of urgency in your follow-ups?
• And so much more…
Recently I attended Content Marketing World 2016, where I presented a workshop with Marcus Sheridan. I learned a ton about the importance of content, and was inspired to share what I learned with you on this episode.
Here is how I recommend following up with a potential client: first, understand the idea of content marketing. Content marketing isn’t a license to create content for the purpose of marketing, it means your content should be answering the critical and often controversial questions your clients are asking.
Don’t be afraid to put this type of content on your web site and to share it with your audience, and potential clients, even if it seems controversial. On my web site, I have a page that describes who my work is not for, who my services would not suit, and I also have my pricing listed.
A lot of people would not list who they won’t work with nor would they put their pricing on their web sites. They are afraid doing so will scare off new customers. Here’s the truth: if they can’t pay your prices and don’t fit your criteria, you don’t want to work with them!
It’s also a good idea to list the problems you solve. These are the areas that your potential customers will want to know about, these are the questions they will be asking themselves during the selection process.
So if you address their concerns through your content, they’ll start to see you as a solutions provider who has what they need. You can provide this content as articles, podcasts, videos, etc.
The way you will know what concerns your potential customers have is by connecting your marketing and sales teams. Rather than keeping them separate in their own silos, have these two groups work hand in hand. Have a marketing person (at least one, preferably more) at every sales meeting. And have people from marketing participate in clients’ discussions.
Doing so will help everyone identify key issues, engage in spirited discussions about what is needed. When the two groups are doing that, then the sales staff can share what big questions are coming up from potential clients, and give marketing the answers.
At that point, the marketing team can start creating content based on those questions and answers. Next the sales side of the company is telling the marketing side what they need, and marketing is creating content for them. That is when the magic happens, because your organization is now talking to your potential customers about what they need, not what you do.
During today’s episode of Grow My Revenue, I also share how to properly follow up using content you’ve created for your clients, and what your potential customers’ sales process is really like and how you can fit into it. Listen in for all of that and more on today’s Grow My Revenue.