July 10, 2014

Sales and Marketing Advice

What to say when it's time to talk about your company

Ron Stein | 10/21/2012

When prospects are bombarded with a message of “it is all about us and our product”, they quickly turn off.

This is one of the biggest mistakes that marketers and sales people make. They think that starting a conversation or presentation with “facts” about their company, product, or service is the way to gain credibility and get noticed.

The only thing your audience will notice is that you don’t have their best interests in mind. Let’s face it -- the person sitting across the table from you or visiting your website is more concerned about their problems and wrapped up in their own world.

Yet, sooner or later it’s time to say something about yourself and your business.

You’ve led with the things that matter most to your prospects and now have their attention. A real conversation has begun and they want to know more. Now build on this by showing why your company is the best choice for them.

What’s the best way of doing that?

Connect the dots. After you’ve covered their issues and needs it’s now time to make a relevant connection between the things that are really important to the prospect and your ability to provide the solution. Bridge that gap by confirming what they suspect -- “Now that we’ve zeroed in on the best way to build a solution that meets your requirements, one that makes your accounting system work for you, I’d like to tell you how our experience and expertise can make that happen.”

Here’s why you should choose us. It’s OK to crow a little about your company now that you’ve established rapport and interest -- as long as everything you say can link back to their pain points and requirements in a solution. If there‘s a particular point that your company is proud of, but it is not relavent, don’t use it! This is another chance to differentiate your business from the competition. Tell them why you are the best fit for them. The key here is to talk results and what your prospect can expect. It must be more than dollars and cents though -- it’s got to be about how their frustrations will go away and life will be better.

Meet Ron Stein at free event
Ron Stein speaking at seminar

What: Seminar on "Nine Marketing Steps That Will Transform Your Business"

When: Wednesday, October 31, 2012 from 1:00 PM to 2:30 PM

Where: USF CONNECT- Oak View Room - USF Research Park, 3802 Spectrum Blvd, Suite 100, Tampa, FL 33612

Please RSVP by Friday, Oct. 26. Go to this website to register, and for more information.

People are moved by emotion -- paint a picture. They’re starting to believe that maybe your company can get them to the promised land. But the deal is not closed yet. Show them how another customer won with your solution. A story with facts and results is very persuasive. Show the passion you have for your offering and the desire to help solve their problems. Keep hype out of it. Don’t make your story too long. But do make it pertinent to your prospect’s situation. This is the best way to establish trust and your expertise. It gives your audience a reason to believe as you provide proof that your product or solution works.

Don’t forget to optimize your website’s ‘about page’ too. Your homepage should hit on problems and the expected results when these issues are overcome. Only briefly summarize what your company does on the homepage. Then use the tips above to make certain your about page offers more details. Include a company fact sheet for downloading.

Customers know they’re important -- do you? Don’t start off talking about your company and how wonderful it is. Watch for cues from the conversation with your prospect. As they become more engaged, keep the conversation rolling in your direction. Help prospects gain trust in your company and ability to take care of their problems.

Read earlier columns from Florida Trend's business coach, Ron Stein
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Ron Stein is the founder and President of FastPath Marketing (www.marketing-strategies-guide.com). He has more than 20 years experience in sales, marketing, and business development, working positions ranging from salesman to vice president of sales and marketing to CEO of startups with industry leaders such as Motorola, VideoServer, Paradyne, and SercoNet. Ron is a member of the advisory team at the Tampa Bay Innovation Center, a nationally recognized entrepreneurial and startup accelerator for the state of Florida. He can be reached at 727-398-1855 or Ron@FastPathMarketing.com

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