Salespeople need to speak your customers' language
HAVE you noticed a difference in customer message interpretations of your sales and marketing departments or teams?
Marketing is often more focussed on product facts while salespeople are more focussed on the relationships.
Salespeople speak the customer's language, whereas the people responsible for creating your marketing material often don't.
This often leads to problems such as:
- Marketing messages not in sync with real customer concerns. Experts estimate that 50% of a companies marketing material is never used. The top salespeople create their own messages and close sales, while other salespeople who don't, miss sales opportunities.
- Marketing messages that don't offer enough substance.Todays customers spend a lot more time researching competing solutions and dismiss boilerplate information. When prospects ask questions at a deeper level, salespeople are often unable to differentiate product capabilities or substantiate their claims.
- Marketing messages that are too complex. Customers wonder"How can i trust them with my problems if they speak about their products in a language I can't understand?"
You need to have your sales and marketing people working collaboratively to produce a more effective customer message, which focus on the product or service USP (Unique Selling Proposition), and to develop new tools for the sales team to capture the hearts and minds of your customers.
Organise a meeting with your sales and marketing teams now, to get the message across.