Are you educating & guiding your prospects?
Selling without selling is the new art of wooing potential customers. As the famous book, ‘The Go-Giver’, lays out, it is best to give away education and insight to potential customers to eventually win their business.
So how do I go about doing that?
It doesn’t have to be overly complicated. Focus on your target prospect – think about their business, their pain points and their desires. Forget the tech.
1. Produce a single piece of meaty content that contains some commercial insight & advantage. Something of value that people would want to spend time reading – this piece can differ wildly depending on the time of year, current economical climate or the type of target customer you have in mind
2. ‘Gate that content’ – ensure you place this content behind a form. Make the prospect give you something in exchange for their free access to valuable content. Those details will not only add to the quality of your data marketing list, but provide you with an instant notification & trigger that someone’s interested in what you have to say
3. Chop it up & drip-feed it out – take snippets of your content and use that to fuel a multi-touch drip-fed campaign of marketing actions, with perhaps weekly emails, blogs and social media posts to tease your prospects into downloading your gated content
4. Video – if you can, spend time on video. There’s no better way of catching the attention of prospects in social media or even through email than video
Such efforts will place you as the go-to subject matter expert and make your sales follow-ups a damn sight easier. Upon picking up the phone, you’ll be armed with the confidence that you have already given value to this business, they’ll likely know your brand name and who you are, and that they are potentially in need of the service you can offer.
Got writers block?
We’d love to help. We spend all day every day supporting technology service businesses with their sales & marketing challenges – from data and content to telemarketing.
If you are an MSP, ISP, SaaS provider or distributor, and if you are considering kicking some life into your sales & marketing activity, please book in some time with us for a chat.
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