In any business, there are going to be some sales pains that come up now and then. These are moments when you feel like your customers have gone off track and aren’t making their way toward the purchase you need them to make in order to stay profitable or grow your business further. But instead of letting those pain points lead to unprofitable decisions like giving discounts, simply turning a blind eye, or giving up entirely, convert sales pains to marketing success!
Know the Sales Cycle for Your Industry
It seems straightforward, but knowing the sales cycle for your industry is often overlooked. In order to create a successful marketing campaign, you need to understand the time tables on when things happen. Depending on what you’re selling, the sales cycle can be long or short. By understanding the typical length of a sales cycle, you can set realistic expectations for your marketing campaigns. Additionally, research can help you identify any potential pain points that your customers may experience. By addressing these pain points in your marketing campaigns, you can increase the chances of making a sale.
Makes the Sales Team your new BFFs
When you’re trying to determine how to market your product or service, it’s important to get feedback from your sales team. They’re the ones who are on the front lines, talking to customers and hearing their concerns. Ask them why people don’t buy, and then use that information to create targeted marketing campaigns that address those specific pain points. Use their knowledge to shape your marketing campaigns so potential customers don’t have objections by the time they are interacting with sales.
- Ask what objections and pain points customers are bringing up the most. How are the sales team discussing these points with customers? What specific words or statements are they using to get around objections?
- Do some research and see if you can find any patterns in the objections and pain points. For example, is this issue happening more with new clients or with existing ones? A great place to look is on social media platforms such as LinkedIn.
Answer Those Specific Questions
Once you have a list of these specific pain points, you can start creating marketing campaigns that address each one. By addressing the specific pain points of your sales team, you can create more successful marketing campaigns that will help increase sales and conversions. Consider utilizing video, social media, emails, and lead generation messages that use these specific pain points with solutions that will engage with business-to-business (B2B) opportunities. Remember: in order to convert sales pains into marketing success, you must answer each specific point to avoid a simple “no thank you” response.
Don’t Let Buyers Invent Objections
It’s important to remember that sometimes, no means no. If someone truly isn’t interested in what you have to offer, they might dance around telling you no and try to make excuses. Don’t leave room for new objections to your solution to arise if you can. Consider creating additional content that lists solutions to all your anticipated objections upfront such as:
- Use customer testimonials from people who have successfully overcome the objection with your b2b product.
- Explain how customers will be able to use the problem-solving features of your products and services so they never encounter the objection again.
- Offer industry-specific insights on what differentiates you from competitors, which gives prospects more reasons why they should buy from you instead of someone else.
- Keep it simple. If things are too convoluted or overly complicated, people will tune out.