How Customer Objections are Sales & Marketing Tools

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Many people who are new to Sales think that if a Customer does not ask questions or raise Objections during a Sales call; the Sale is moving forward. They find themselves surprised when the customer does not want to buy when they ask for the order. This assumes the Sales person has the courage to ask for the order.

Why Customer Objections are Sales Tools

When the Customer does not ask questions about a product or service it demonstrates a lack of interest. Sales objections are sales tools because the customer shows interest by asking questions. These questions allow the Sales person to build rapport and trust with potential customers. They get to demonstrate their product knowledge and expertise. Without any customer objections or questions, reps have no way to measure their progress during the sales call; making it impossible to pivot. This makes it hard to make sales and build a relationship with the customer.

Why Customer Objections are Marketing Tools

There are certain things that come up when customer raise objections. Over time, Sales people will be able to see patterns of these objection. Objections are raised about pricing, bad past experiences, budgeting, being happy with a competitor and product inferiority. While Reps need to be able to handle objections; if they keep losing the sales for the same reason, they need to share this information with the marketing and product development teams.

How Marketing can Help Sales

Based on the feedback from Sales, Marketing Teams can Create and improve Sales/Marketing Collateral to address potential objections.

On issues of one product being better than another, the product team can: see how the product can be improved, or help provide Sales with Market researchposition materials to illustrate how the product is better.

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Customer objections are Sales and Marketing tools because they provide customer intelligence that can be used to sell more/improve products.

Do you think Customer objections are Sales and Marketing tools? Comment and share how you have handled and used customer objections.

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10 Ways to Build an Audience & Grow a Customer Base

There are many ways to grow an audience and build a customer base.

Here are 10 strategies for you to grow your audience and build a customer base.

1. Starting a Blog based on Buyer Personas

Create a blog within your website focusing on customer pain points discovered in your buyer personas.

Image via http://www.garrisoneverest.com/inbound-marketing-2/how-to-implement-inbound-marketing/

2.Use Social Media to share Blog Content

Share the content of this blog on Social Media channels such as Twitter, LinkedIn, Facebook, Instagram etc….

3. Employees LinkedIn Company Pages & LinkedIn profiles

Start publishing on your LinkedIn company page. Also, encourage employees publish and share content to their LinkedIn profiles if you are not doing so.

4. Content Repurposing

http://bluepolointeractive.com/ 

Repuropse blog content in the following ways: On SlideShare,

http://www.whitehatmedia.com/sites/default/files/styles/large/public/linkedin-buys-slideshare.jpg?itok=PZQMLnYm

YouTube videos, podcasts, ebooks, whitepapers, newsletters, webinars etc…

5. User Groups

Create a user group on LinkedIn, and Facebook to facilitate discussion of your product and service.

6. Twitter Chats

Host Live Twitter chats on topics that are important to your customers

7. Using Groups to organize and announce off-line events

Use LinkedIn and Facebook groups to organize off-line events such as trade shows; invite customers to provide in person testimonials to prospects.

8. Stay In front of Customers

Be where your customers are, share a value message based on Market Research,Customer Analysis, Big Data Analytics and Competitive analysis.

https://marketingtruth.wordpress.com/category/analytics/

Image via http://smartdraw.com

9. Content  & Customer Retention

Create content to keep current customers engaged; share new features and ways they can get the most out of your product or service. Use the content to stay in the mind of customers.

http://www.invespcro.com/blog/customer-acquisition-retention/

Use your blog and product check out to ask customers to opt in to your marketing messages. Once you obtain permission, you can create email marketing campaigns targeted to subscriber needs and interests.

10. Develop Marketing Partnerships & Relationships

Strength comes in numbers. It helps to have other noncompeting businesses with complementary products promoting your product and services. These businesses can have a similar customer base and audience that can help your business.

Cross promote partner content/offerings on Social Media and at events to facilitate a reciprocal relationship.

Bonus Tips Statistics & Related Content

http://www.marketingcloud.com/blog/wp-content/uploads/2014/06/audience_infographic_w640.png 

How have you built an audience and customer base?

Comment and share below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 15,000 followers on LinkedIn & over 10,000 on WordPress.

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

 

Why Inbound Marketing Should Not Take a Back Seat to Current Customers

Inbound Marketing is a valuable strategy businesses can use to obtain new customers. Inbound Marketing is defined as Marketing based on getting found by customers. It’s customer-centric. With Inbound Marketing, businesses create customer-centric content based on customers needs. Content could take the form of blogs, videos & SEO.

In a prior article, I outline the 4 Steps which are Attract, Concert, Close and Delight. 

image via hubspot.com/inbound-marketing

Why Inbound Marketing should not take a back seat to Current Customers

Recently, I read an article that advocated that Inbound Marketing should take a backseat to your current customers. While it is less expensive to keep, nurture and up-sell/cross-sell current customers, businesses need to always be on the hunt for new customers. Despite the fact that it costs 5 times the amount to acquire a new customer verses keeping an existing one, it is an expense that businesses need to take on.

This is because businesses will always lose a portion of their customer base for a variety of reasons as seen in this graph.

image via http://www.superoffice.de/blog-de/kundenpflege/

According to Marketing at Work, the average business loses about 10 to 25 percent of its customer base every year. 

What happens if businesses start Ignoring customer acquisition?

  •  If a business loses 25 percent of its customer base it will have no customers after 4 years
  • At a 10 percent loss rate it will have no customers after 10 years

Through great service, word of mouth, & customer referrals; businesses may be able to extend their life. This then becomes an issue of how fast they can replace the lost customers. Relying on these methods alone puts undo pressure on customers and they may get turned off by being constantly asked to refer people. This may result in more customer turnover.

The Solution

As we have seen, focusing only on customer acquisition and customer retention is a losing game.

Done right, Inbound Marketing should be combined with Content Marketing because current customers still need to be nurtured after the sale. Businesses can only expect referrals and repeat business if customers:

  • Feel valued & receive great service

Businesses can apply the principles of Inbound Marketing for customer retention in the following ways:

1. Create Blog content Specifically for customers

  • Supply customers with exclusive access to blog content with useful tips and tricks for customers to get the most out their purchase.
  • Offer customers discounts
  •  Make reordering easy
  • Make customers feel like insiders.

2. Get customers to opt into user specific content via email

  • Ask customers for this commitment right when they sign up and commit
  • Make sure to create valuable content as customer attention is a gift
  • Remember that the customer defines value

3. Create Communities such as exclusive user groups 

  • Groups can be created on Social Networks such as Facebook, LinkedIn and specialized forums on a company site.
  • Use these groups to share content and invitations to customer only events.

4. Create free industry trends sites that don’t sell anything

  • This is a great way businesses can position themselves as a resource
  • These sites can be shared with both current customers and prospects.
  • Adobe does a great job with their CMO.com site which provides content and insights to CMO’s and marketing professions.

How have you used Inbound Marketing for customer retention? Share and comment.

Related articles

Inbound 101

Customer Marketing: What We Can Learn from Actors

Ways to Create & Execute an Organic Digital Marketing Strategy for Lead Gen

How to Integrate a Blog into an Inbound Marketing Strategy

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the  company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publish a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

 

 

 

How Brands can use Customer Service & Sales Teams to improve Content Marketing

image via Content Marketing Institute

Marketing is being disrupted by technology. The technology comes in the form of new social channels such as the internet, mobile, social media, publishing platforms, audio books and video on demand. All of these channels have the effect of giving consumers instant access to information about products and services.

Competition in every product and service category has never been higher. This marks a significant shift from the days of Mad Men where brands controlled information and the conversation. This marketing shift is known as information marketing through content or simply content marketing. As a result, Marketers and brands have to become the educators or teachers of consumers. To become the educators of consumers, brands have to become the industry resource to consumers; showing how their products can solve problems and improve the lives of consumers.

Once brands convert prospects into customers, they still need to focus on and support customers post sale. Here is where Content Marketing can help. Brands can use Content Marketing for customer retention, cross-selling and up-selling. To take advantage of this, brands need to involve both their Sales and Customer service team in their Content Marketing strategy.

Sales Teams

Sales teams can provide a lot of information about customers, product concerns or issues and objections they face. They are front line soldiers that have a direct line to customer intelligence.

Integrating the Sales Team to your content marketing strategy

Meet with the sales team and encourage them to compile a list of customer complaints, objections and questions about products that they face. Ask the team to create materials that address these concern that customers can access. This could take form of blog posts, Power-points FAQ’s, product demonstrations and tutorials.

If the sales team feels uncomfortable creating content, they could be interviewed by the marketing department. The marketing department could take content /basic materials, emails from the sales team and polish it up into visually appealing content that customers can access.

Customer Service

Similar to the sales team, your customer service teams are front line soldiers to help customers with issues they face at call centers or through social media. Ask them to write down complaints they get from customers with the answers. These complaints of FAQ’s could be put up on a web site via a PowerPoint presentation, blog etc… If this is not possible for the team, interview them, collect basic materials, emails, notes and create the content yourself.

Sales and Customer service team are an important part to using a Content Marketing Strategy for customer retention. The more products a customer uses from a brand, the less likely they will switch to a competitor. Remember it costs more to obtain new customers that it does to keep existing ones.

Cross-Selling & Up-Selling

Sales and Customer service teams can also help with cross and up-selling by sharing promotion and new offerings with customers. The Sales and customer service functions of brands are essential to creating a great experience for customers.

This is how brands can integrate sales and customer service teams into their Content Marketing strategy. How are you using content from sales and customer service teams to help your brand retain customers? What are the goals of your brands content marketing efforts?

Feel free to comment and share.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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