I’ve been buying rather than selling – that’s a switch.
Over the last couple of weeks, I was the recipient of four SaaS technology demos. I usually help others market and sell, so it was interesting to be on the receiving end for a change.
The pitches/demos were all good, but the experience got me thinking about ways to improve my own marketing and sales approach. Here are a few basic things to consider as you and your teams communicate with prospective buyers:
- Respond quickly – when I fill out a web form, this is my #1 priority at that moment. The quick responders got the demos. Definitely something to measure – shoot for 1 second.
- Ask more questions – so you can customize your demonstration and conversation to my needs, rather than sticking to the script. This also helps you…
- Pretend I’m unique – whether that’s true or not (probably not), treat me like an individual who has a need great enough to contact you for a solution.
- Talk to me – I’m selfish, interested less in the list of things you do and more about how you will help my business.
- Respect my time – plan for the meeting to last the allotted time. You know if we’re running long, so ask in advance for more time. Something I’ve got to do better.
- Trial close – you’ve invested your valuable time, so it’s fair to ask about my thoughts, the decision-making process, and the follow-up timeframe.
- Say thanks – send a personalized message with a recap, even if there were no specific next steps, although there should be.
- Educate me – now that you know exactly what I need, share relevant knowledge, like articles and case studies. Could be automated, but must be relevant.
One other note. Assume I will ask my peers and others about their experiences. Be sure your clients are satisfied enough to recommend you (think Net Promoter Score). That’s a topic for another article.
