In Part 5 of our 7-part series on focused outreach prospecting, we’ll explore messaging and why it matters. (You can check out Part 1, Part 2, Part 3 and Part 4 at these links.)
Develop Communication that Resonates with Buyers
Knowing your buyer is key. Equally important is communicating with buyers and sending them messages that resonate for them. Prove that you know and understand them, positions you well to compete, engage, help, and win your buyer.
Like lead nurturing, qualification and/or generation in general, crafting and delivering messaging is an art and science requiring expertise and testing to perfect. Consider this as you develop messaging:
- Know what your buyer wants, and deliver
- Vary your delivery and message through your buyer’s communication preferences
- Consider 7- 12 touch points before your buyer becomes aware
- Use sales intelligence tools to learn about your buyer and customize your message
- All departments should know your message and share it with everyone
- The topic should address prospect and client’s business issues
- Remember that not all audiences are the same; different audiences will respond to different messages
- Be creative and thoughtful in crafting your words and ideas
- Solicit buyer feedback on your communication and and monitor responses
- Adjust and refine accordingly
Messaging matters. It’s how you communicate with the various target audiences you’ll be addressing.
Craft it to appeal to your buyer’s needs. Be creative, bold, compelling, different, and — Test! Test! Test!
Don’t miss part 6 of our 7 part series on effective focused outreach outbound sales and marketing training.
We are interested in your thoughts on messaging.
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