Add Newby Andy Twomey
Recently You & Co Media had an interesting experience moving through the marketing and sales funnel of a business we really admire. The early experience from web through to email nurturing was seamless, enjoyable and engaging. Then when marketing passed over to sales, the entire brand experience shifted, and where the human element should have extended the experience, it damaged it.
The experience was a negative one and trust was lost in the visual and lingual communication of the brand. It was clear that three things should be accomplished for sales to have an effective transition and close deals.
- The customer shouldn’t notice a shift in the messaging from marketing to sales.
- The customer shouldn’t notice a shift in presentation from marketing to sales.
- The customer should feel continuity to build trust in the company/brand.
When so much of the consumer’s research is completed online, there is a language – both visual and written, that they identify and are interested in. When a prospect is ready to consider their options, it’s essential to continue the look and feel of your information. This maintains comfort and build trust in you as a sales rep in what is likely their first face-to-face interaction with the business.
Give your customers peace of mind, a great sales experience, and help to build trust not just in you, but in the business you represent. Ask marketing for assistance with these three sales collateral pieces to avoid confusion.
Designed case studies:
If the prospect has gone through a well thought out funnel and are ready to see proof, what better way than to show them a case study that explains what your customer wanted to achieve and the results you delivered. The information should definitely tell a story, as well as have the facts and figures clearly presented.
The first thing to ask for is a designed case study for each of your core personas – that tells a story, not just displays results. Having this sales collateral at the closing stage will ensure your lead is confident in your services and identifies their needs.
The better you know these success stories the better your conversations. By listening to the pain and needs of your prospects, you can offer a case study in line with their pain points through the eyes of someone who experienced the same frustrations to emphasis the points you’ve shared.
A slick proposal template:
Salespeople are known for having large personalities, which can also mean a penchant for being individual in their approach to their sales pitch. Though when it’s time for a proposal, your future customer needs to see a slick, company aligned presentation – not something that was created on a standard PowerPoint template. Designers have a way of working out how to structure visual information to enhance the experience of the audience. Ask marketing to sit down with you (and a designer if you can), and give a clear brief on your biggest objection points and try to present these challenges in a way that becomes less daunting for the prospect.
Customer reviews of your product or service:
This is V2.0 of your designed case studies. These don’t have to say “We doubled our business in 3 months!” they need to be genuine and duplicate the live reviews section of your Google+ and Facebook (or any other review places you are using) profiles for a genuine reminder that these services have been supported by other people in similar positions and they had a good experience.
So arrange a meeting ASAP. Get in sync with marketing. Find a place that supports your sales messaging style AND complements the marketing collateral that the prospect has become so used to.
BONUS TIP: Leverage current marketing for social selling.
For those social selling or maintaining an active online profile (clap clap). A great place to start with ensuring you’re on brand is to review the communication/style guide for any blog or social media efforts the business makes and align your core language markers with those. This is an easy way to build further continuity in brand messaging from attraction phase through to signing the deal.
When creating sales collateral that follows the good head start marketing has made, what’s demonstrated on the website or early collateral should be continued both in messaging and visual style. Considering your marketing as the preface to your sales messaging is essential to the best customer experience.
Andy Twomey is the Managing Director of You & Co Media, an Inbound Marketing Agency in Sydney. He loves a good gin, is an average surfer and wishes ‘marketing’ wasn’t such a dirty word.