Why people won’t buy what you are offering.
When someone asks what you do, please do not ask them to do the work, don’t send them to your website, or simply send them a bit of marketing material.
Why the rant, well this past few weeks I was on the search to find someone to outsource some work too. I put up discussions on LinkedIn, a few forums and asked a few people who they could recommend. I have learnt a valuable lesson doing this exercise.
With perhaps one or two exceptions at most, the companies that have made contact with me have not tried to find out what I wanted, they have told me to look at the website, or send me a long email explaining what they do.
The first stage of any marketing (or sales) exercise, or as I like to put it, relationship building, is to first asked “whats the problem?” Then gear anything you send to that person around solving the problem.
I know someone important quoted something along these lines, ……solve the problem and you’ll never have to sell again. The worst thing you can do when you are trying to engage a new potential customer or partner, is to send them to generic page on your website, or send them some marketing material that was developed as a one fits all!
Clients want to be seen as individuals, clients want to know that you can solve their problems and add value to the business. They are not interested in what you do.
Building relationships is hard work and just because you’ve written material once it really doesn’t mean you can use it over and over and over again. That does not mean you shouldn’t have systems that can help you gather information, but please if somebody asks what you do, why don’t you ask them what they need and then tell them how you can help them.
“Customers buy for their reasons … not yours”
I know I have made this mistake, have you?