When answering a customers request for more information, don't just send sales materials full of pitches. I see so many materials full of details about the provider, but very little about the desires I want.
In every customer interaction focus on educating prospects about the benefits they will receive. You will improve your response when you spend 80% of your time educating your prospect about the solution and 20% selling them on the idea that you can provide it. Prospects don't care about what you have to sell, they want to know how you can help them produce certain results.
This selling doesn't mean a hard pitch, often just confirm a prospects interest with a few targeted questions and they become ready to buy. Remember, you want customers who will be around for the long-term, so you're not selling them on a product as much as interviewing them to receive the benefits you provide.
Blend your selling message inside your valuable information using questions that confirm your value to the reader. Don't just tell them how great you are, but demonstrate to them that you can actually solve their problems, then confirm that value.
"A rotating head so that you get a closer cut that produces less waste. How much could you save if your cut-and-trim produced less waste?"
"Widget X has a rotating head that produces less waste in your cut-and-trim applications."
The first statement provides product details framed in the customers desire. You're not talking about your product as much as the solution or desired results. The question addresses a fact that reducing waste saves a specific amount confirmed by the prospects answer.
"Software engineers don't have time to correct every error in a system because of the labor required to hand check each line of code. Would you benefit from an automated system that can reduce bugs by half?"
"Our automated code checking system can reduce software errors by half, saving engineers the labor required in hand checking each line of code."
Again, the first statement talks about the desired result from the prospects point-of-view. In the second statement it's all about the provider. While both statements are true, the first involves the prospect.
The question confirms the readers interest in the proceeding statement. Most often if they answer the question they accept the statement. By asking a question, you require the reader to think about what you are offering and what it means to the reader. (Btw, this whole dialog works for services too.)
As for adding value, these sales messages are layered inside of industry facts and strategies for solving a specific problem the reader experiences. These statements can also help qualify your prospect.
If you have properly positioned your organization you'll understand that you are not right for everyone in your market place. You might be the premium provider, or serve a specific niche. Don't let prospects purchase from you if they won't be properly served (and profitable over their lifetime with you.)
This method works for both written and spoken communications channels.
Rewrite your marketing materials to focus on the customer and add educational value to every customer interaction-- remember, this demonstrated value helps customers feel comfortable with what you have to provide and makes it easier to convert them to a sale. Where can you test this strategy in your business?
Marketing is a great way to reach out to prospects and invite them to become customers, after all, how will these individuals learn about your company otherwise. Too often sales and marketing folks get stuck in a single method of communications, often only reaching part of your possible customer base.
Individuals have different modes of learning, so seeing your message in multiple ways helps them better remember what you offer.
This means some people want to receive your mailers, others want information from your website, and others want to speak with a sales person. These communications preference depend on the state a prospect is in your sales funnel or purchase process. Do you offer your customers multiple communications channels to receive your message?
This doesn't mean you need different materials for each channel. It just means you need to be more resourceful with the marketing and sales literature you have. Here are some examples of utilizing hybrid marketing methods to improve results:
Tips for hybrid marketing that builds relationships: