Product marketing deals with how and where to sell a product

What’s the difference?
Contents:
  1. Definition of 'Personal Selling'
  2. Why You Should Sell to Users, Not Buyers: A Product Led Approach to Marketing | OpenView
  3. Target Your Users, Not Buyers
  4. 19 Persuasive Marketing Techniques For Product Descriptions That Sell

Your goal is to make meaningful and mutually beneficial connections between your contacts. Be open in making introductions to people you know, and help your contacts develop new relationships with each another.

Definition of 'Personal Selling'

Be sure to make quality connections, not just any connection for the sake of just making a connection. A bad introduction is much worse than no introduction at all. Look to connect with vendors, partners, and even competitors as well. You never sell a product; you sell a solution to a problem.

This means that your product itself is never the primary focal point. The focal point is what value your product actually provides. What real-world pain point do you make unpainful? Your aim is to become a valuable addition to the company, not just a vendor. You want to be the person they call when issues relating to your expertise unfold. Understand industry cycles, pain points, opportunities, and the shifting landscape. But offering solutions does not imply talking and talking and talking.

Listen and understand so you can help offer a better solution. Ask more questions than you answer. If you serve a particular industry, participating in industry functions such as associations and trade organizations is a great way to learn and meet people within the industry. Consistency is everything.

Why You Should Sell to Users, Not Buyers: A Product Led Approach to Marketing | OpenView

Your aim is to become an active participant, become a regular contributor, and essentially become a fixture at industry events. There are many different organizations throughout the country. Some are regional in scope while others focus on national concerns. Pick a few to start with and plan on attending for years to come. Your first few shows can be lonely since you may not know many people. Take your participation with industry trade organizations a step beyond the semiannual events and get involved with their committees. Business associations are always looking for assistance in organizing membership drives, planning for events, bringing on sponsors, or all of the above.

Being a part of a committee that is well respected in your industry goes a long way in developing your credibility, contacts, and industry knowledge. The easiest place to find a warm introduction into a company is via those who already sell to that company! Seek out these relationships and share your solution with them.

If they can identify a need you can solve, many are willing to make referrals without compensation. Team up with a payroll provider and share with them what makes your product unique. Of course, we did the same and exposed them to our customers, too. Industry specific publications are one of the best ways to deliver a message to your potential customers. Because the channel is specific and trusted, your brand will develop, and opportunities will emerge.

Pitch the appropriate editorial staff to be featured and to be called on when the reporters need quotes or content contributions. For businesses, email is still very much alive and remains one of the best ways to reach your target audience. Click here for a great article about B2B email campaigns. Refrain from speaking about your product and features.

20 creative ways to market product

Ask them to take action, and make it easy for them to get in touch with you. But if your sales can be tens of thousands to millions annually, cold calling is a strategy you simply cannot ignore. The first person who builds a relationship with a business has a much higher chance of winning the deal. Be sure to do research first. For example, before I cold call or email someone, I already understand how they currently do what they do. Click here for an excellent article on cold emails and calls. White papers are a solid way to showcase your solution, industry knowledge, and case studies of how you have already helped customers.

It builds credibility and deal flow. Think of a white paper as a blog post on steroids.

Target Your Users, Not Buyers

White papers are usually authoritative, technical in nature, and contain supported research and real-world customer use cases. They should not be sales pitches. You want to make sure your white paper helps the reader identify their own problem and helps them visualize a solution. Who will read your white paper? At many companies, management will designate a person to perform research, seek out new solutions, do product demos, and kick recommendations up to a team or manager. Expect your white papers to be read by an entry-level employee, but anticipate that they may get kicked up throughout an organization as well.

Here are some great examples of white papers.

19 Persuasive Marketing Techniques For Product Descriptions That Sell

LinkedIn advertising is a natural channel for a B2B company. One of the easy things about selling to businesses is that you know your target demographic very well. Use LinkedIn to target specific regions, companies, titles, and groups. When you consider the cost of acquisition for a 6- to month sales cycle, LinkedIn is cheap. Spending hundreds and even thousands of dollars on a prospect that may generate hundreds of thousands of dollars in revenue is a good ROI. LinkedIn has great resources and analytics to test your campaigns and ensure your message and call-to-action is effective. Makes sense, right?

Hiring sales reps is a must. A finder is someone who can find business. Finders are usually high priced and difficult to manage. A miner , on the other hand, is someone who knows how to mine for business from existing customers and marketing campaigns. These are usually the people who make great internal sales people and account managers.

They develop deep relationships through day-to-day interaction with customers.

Unlike finders, miners are usually more technical and detailed oriented. Decide which customers in particular you want to target Be clear how much each potential customer is worth to you. This allows you to determine the time and effort you should put into selling to each one. Aim to focus most of your efforts on customers who will provide the most profitable business.

Only sell at a loss when the deal will bring in more and profitable business from that customer in the long term or could attract new business from others. Ensure you are clear about your unique selling proposition USP Your USP is the unique customer value that your offering can bring and is why customers buy from you rather than your competitors. Offering the lowest price for your product or service can be a USP, but it is dangerous to compete on price alone. Decide which sales methods to use A mixture of methods might well be appropriate.

Direct sales methods include face-to-face, direct mail, telesales and ecommerce. Selling face-to-face is best for high-value sales and for complex products or services that require demonstration or explanation. Direct mail, telesales and ecommerce are more cost-effective options, especially for lower-value products.


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You might use an intermediary, such as a retailer or wholesaler, to enable you to sell goods to individual consumers. In this case, you will need to focus your sales efforts on selling to the intermediary. If you want to sell your product or service overseas, you might wish to consider using a sales agent. Establish your sales forecasts Map out monthly sales targets for the year ahead. Try not to be over-optimistic. Initial sales of a new or untested product or service may take longer than expected. Monitoring actual performance against your forecasts can help you identify potential problems and areas for improvement.

Remember the importance of generating repeat business It is far cheaper to sell to existing customers than to generate new business. A computer database or CRM system can help you keep records of dealings with customers. Planning your approach Identify decision-makers and other individuals who influence purchasing decisions Your aim is to talk with individuals who have both the budget authority and the need to buy your product. Before making contact, be clear what you want to achieve For example, do you want to make a sale, set up a meeting, or simply ensure that the customer will be receptive to future contact?

Some large companies and public sector organisations invite selected suppliers to tender for business.

Your aim will be to ensure that you are invited the next time they are buying your sort of product or service.