Business 2 Community – Proven Sales Strategy Aids Email Marketing Success
By: Business 2 Community
Most businesses fall into one of two habits in their email marketing. Either they struggle to produce an email newsletter each month or even once a quarter or, they repetitively send “sales pitch” emails.
The newsletter approach can be effective at nurturing relationships with existing customers but, can become stale and is unlikely to actually generate new interest or leads and sales. Continuously sending out “Save 20%”, “New Product Announcement” and other purely promotional emails will have a low response rate and higher “opt-out” rates.
Certainly in small businesses and often even for professional marketers, creating an on-going program of engaging and relevant content to drive email and other marketing efforts is a challenge.
Here again, the chasm between marketing and sales rears its ugly head. Sales people typically know their customers well. Unfortunately, the instinctive knowledge about customers wants and needs sales teams possess is not frequently or clearly shared with the marketing team.
Marketers are trained to identify personas. Painting detailed pictures of “straw man” customers is a powerful approach to targeting market segments. Personas are frequently focused on demographic specifics. What are customers’ typical education, income, neighborhood, hobbies, etc.
CRM Software or Not, Sales People Know
Sales people are trained to gather this sort of information in the interest of building strong relationships with individual customers but, most lack information systems like CRM software to aggregate these profiles.
Sales people are also taught to identify each customer’s “pain” as a fundamental technique of qualifying the prospect, recommending solutions and justifying the expenditure. In any business, the top producing sales reps can easily identify the most common “pains” that their product or service addresses.
Clearly identifying and describing these pains can be the foundation of marketing campaigns that get the attention of the target audience, engage them and drive them to take action to alleviate the pain.
Good sales pros are great at helping the customer “feel” the pain so that they’ll want to fix it. So, what is Pain anyway?
There are technical pains, business pains and personal pains. Most purchases are made only to alleviate personal or emotional pain.
A technical pain might be that a business’ fleet of trucks consume too much gas and the price of gas is escalating. A business pain might be that the escalating cost of fuel is making certain jobs or deliveries unprofitable and forcing the business to raise prices and lose customers.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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