Stop for a moment and think about your sales content.
How does that content strive to convince your prospects to purchase your solution over others? Whether it’s a pitch or an ebook, it most likely makes claims about increases in ROI, increased efficiency or productivity, or higher close rates. If you can provide enough evidence that your solution will help their part of the business perform better, bam, you’ve got a sale, right?
Not so fast. A recent post, sales coach Colleen Francis names 13 customer laws—laws which, if followed, will result in “a loyal and profitable customer base who will refer you to everyone they know.” You might be surprised to find that not one of Francis’ customer laws refers to proof points regarding the business or performance value your solution might provide.
Consider these laws, for example, and how your own content and sales tactics match up to them:
- “Customers want to be listened to.”
- “Customers want to be understood.”
- “Customers are drawn to those who show genuine interest in them.”
So before you spring into your first pitch with a buyer, how have you done at asking questions and then listening to their unique needs and circumstances? Are you genuinely interested in them? Do you actively show interest in them?
While you might feel that you’ve seen their situation a million times and you’re ready to cut to the chase, no customer wants to be treated like just another problem to be solved.
This also exposes some interesting gaps in sales/marketing content. Nearly all forms of content are unilateral in the way they communicate to customers. Yes, we do our best to nail down personas and then gear content to speak to our personas. Unfortunately, the people on the other end are not personas. They will have commonalities with the personas we’ve created, but they will also have their own unique problems and circumstances.
The question could be this: how can we create content that breeds listening on both sides and provides truly personalized experiences for each individual customer?
And how about these other laws from Francis?
- “Customers want to associate with those who can help them.”
- “Customers will spend more money to feel safe.”
- “Customers will pay a premium when it makes them feel special.”
Is your sales content helpful in the eyes of the customer? Or does it spend more time trying to force customers to see your point of view? These laws should keep salespeople up at night, because they are, frankly, a tall order. Do your customers see you and your content as things that can help them, make them feel safer and more secure, and make them feel special?
When it's all said and done, the value that we provide to each customer personally is what determines their willingness to bet on our solutions.
I recommend you read the rest of Francis’ 13 laws. If your honest answers to any of these questions is ‘no’, it might be time to rethink your content and consider how you, as a salesperson, and your content can help your customers to see the value that you can bring to them as people, not just as members of an organization.
To learn how Consensus powers personalized content experiences for customers, click on the orange “Watch Demo” button.