5 Tips for Successful Communications

By Lisa Martin

Many of our clients find it difficult to talk about their own company’s products and services – they are usually too close to the subject to have the perspective needed to make a strong pitch to their markets. To create compelling marketing communications, you must have solid knowledge of your customers, the marketplace, your position in the market, and your ultimate business goals. Here are some guidelines to help you focus.

1. Start with the end in mind
What do you want to achieve? Be very specific – goals should be quantifiable and measurable. They might be stated as:

• Increase share of the "widget market" by 30% by 2012
• Increase sales by $2 million this year
• Generate qualified leads per month

2. Do your homework
Study your current customer base – this is your gold mine! The best way to do this is very simple: call them. Make your calls open-ended rather than scripted. This is a test of all the listening skills you’ve ever learned. Remember Steven Covey’s advice in the Seven Habits of Highly Effective People, “Seek first to understand, then to be understood.” Don't lead them in any single direction. Ask them if they're satisfied with your product/service. Ask them what their major work-related challenges are and how you can help solve their problems. If they aren't satisfied with your organization, ask why – and be prepared to address their concerns honestly. The positive things they say will become the benefits you use to sell. The negatives can help you spot problems. You may also learn about new opportunities and new potential markets. Staying close to customers is one of the smartest things you can do.

Study your competitors.
What does the market say about them? What do they offer that you don't? What are their weaknesses? How is their structure, distribution, sales and marketing approach different? What is their positioning statement? How does the market see them? What product/service benefits do they offer? The Web provides a remarkable depth of information. In addition to visiting your competitors’ Web sites, you can also check Web sites of trade publications and search for articles on competitors. Ask your customers what they think of your competitors.

Study the market.
How big is it? What share can you realistically expect to capture? What are the potential revenues? In what period of time? Who are the dominant players? What are the buying cycles like? How are decisions made? What are the trends? Look outside the market, too. What are the forces that shape it?

Talk to your sales force. REGULARLY.

3. Write a marketing plan
It can always be changed or replaced with a better plan. Many clients do marketing by "seat-of-your-pants". A plan doesn't lock you in. You can – and should – remain flexible and responsive to changes in the marketplace. However, a written plan is your roadmap when things get crazy (and they will). It reminds you that there is a larger strategy at work. There are many sources available to guide you on the structure of your plan. Keep it simple – make sure the format and approach will work for your company.

Add value instead of cutting price.
Cutting price may change the perception of your product or service in the eyes of your customers, making it more of a commodity. Rather, add value by offering bonuses to your customers such as help brochures or handbooks for their reference or a discount on their next purchase of your product or service. Packaging various products or services together at a discounted rate is also an accepted and popular value-added strategy.

4. Make prospects comfortable with your company
Long-term relationships lead to long-term business…and increased profitability. It’s a continuum, and the process of building these relationships starts with your prospects. Essentially, you build trust and then you keep that trust. To get the largest number of qualified sales prospects, and to convert higher percentages into customers, and to keep those customers longer, you must do the following:

Be consistent with your message.
It's all about branding and creating a specific impression in the mind of your prospects. Branding works because it creates a sense of familiarity. Prospects feel they know who you are, and that makes them comfortable. It also makes them think of you when they are shopping for a supplier. Get everyone in your company on the same page – deliver a consistent message whenever they talk about what you do. This includes receptionists, customer service, technical staff, sales, finance…everyone.

Make your marketing message credible by leading with your strengths.
Choose the most compelling benefit that you offer. (Chances are you’ll learn where your greatest strengths are when you talk to your customers). To build credibility, support your claim with:

• The specific features of your product/service that deliver the benefit
• Testimonials from your satisfied customers that have benefited from your product/service
• A guarantee from you that new customers will receive the benefit too

Be very specific in your language. This makes you believable. Avoid hype – people see right through it and lose respect for you.

5. Limit the number of people involved in making decisions on your corporate communications efforts
Effective marketing campaigns are seldom created by a committee. Committee decisions are arrived at by consensus, and the majority usually selects the “safest” route. This is rarely the best way to make a meaningful impression in your marketplace. It takes thorough homework, guts and vision to carry out the kind of marketing communications that make a memorable impact on a glutted, cynical market. To achieve your marketing goals, it’s usually best to limit the number of people involved in the process.

To get a more detailed list on "How to Grow your Business and Make More Money," email us.

Lisa has more than 20 years of professional marketing communications and project management experience. She specializes in developing strategic marketing campaigns for high-technology clients, as well as association-sponsored conferences and trade shows. Lisa has extensive project management experience in Web site design and application development, graphic print design, and video production and is also recognized for her innovative work in Web site development and multimedia presentations. She is a featured speaker at numerous events focusing on the effective use of multimedia and Internet marketing including the Society for Marketing Professional Services (SMPS), Women in Film and Video, National Women's Business Center, and the Fairfax County Economic Development Authority. She sits on the Board of Directors of Fairfax County Chamber of Commerce, NVTC (Northern Virginia Technology Council), Leadership Fairfax and Volunteer Fairfax. In addition, she is a graduate of the 1999 Leadership Fairfax program and the 1999 NVTC Mindshare program.

Lisa graduated from the University of Arizona with a bachelor's degree in Marketing and French and received her MBA from George Washington University in Marketing and International Business.

back to top

 Email to a friend and share the knowledge! – click here

Follow us on: