When I came into a new client’s office to conduct a marketing audit last month, I brought something incredibly valuable to the meeting. It wasn’t any sophisticated algorithm or expensive measurement system. It didn’t involve PowerPoint or Excel. I brought a fresh pair of marketing ears.
Curiosity and Questions
An outsider can challenge, listen and learn how a company presents itself to a new prospect. Sometimes, things get stale, and you get caught in your weeds, you forget what’s is going on in the customer’s world.
A logical, rationale and well-structured presentation might fall on deaf ears because your client is so overwhelmed with work. Maybe your pitch is not her main focus. How effective can you be if your prospect is multi-tasking her way during your call?
Your product offering might be a perfect solution, but you are encountering resistance that comes in the form of inertia, distraction, and a dull message?
Seven Reasons To Find a Fresh Pair of Eyes and Ears
- Consistency: Does your marketing focus on a core message that both sales and marketing use?
- Reinforce your Message: Do your marketing material, digital footprint, and online presence reinforce the message and story you want to tell? (It is hard to show yourself as cutting edge when your website isn’t even mobile-friendly).
- Blending In: Are you following the herd and doing what your competitors do to reach new clients or are you finding unexpected ways to break through?
- The Right Target: Are you testing your message effectively with the right target audience? Sometimes, where you enter an organization can affect how much traction you might gain. For example, talking to a CFO about a more effective use of capital might help gain some quick credibility with someone who doesn’t report to the CFO.
- Unenthusiastic Pitches: If your sales and the commercial team are tired of presenting the same decks or materials, maybe you need to refresh the message and visual to gain their excitement first. Excite the team so they can excite the prospects.
- What Does a Customer Cost: Do you measure the cost to acquire a customer and their lifetime value? If these aren’t known, you may be throwing money after opportunities without a metric to evaluate progress.
- Remember the goal: The goal isn’t generating leads but gaining new business through conversion. Perhaps a closer look at your sales process will help identify ways to get closer to yes. For example, giveaway away months of access in a freemium model might accelerate conversion. Remember what your goal is and how to accelerate habits and changes in behavior.
When was the last time you brought your marketing in for a checkup?
Could you use an experienced listener to help you hear how to improve your marketing? You talk. I’ll listen. 919 720 09995 or jeffreylynnslater@gmail.com
https://www.flickr.com/photos/rosengrant/with/4255321476/
