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E-ssential
Message # 095:
From Clicks to Conversations -- Need Identification is the Key.
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| This slide was taken from a presentation by Martin Byrne, Director of Yahoo! Search Marketing. It shows the buying decision process for Pay-Per-Click search marketing. Just as in every other sales conversation, it all starts with customer need. |
Identifying customer need and using that to define yourself has always been a fundamental plank in the Essential Message approach. So when I was sitting in a presentation on Pay-Per-Click search marketing, and Martin Byrne, Director Yahoo! Search, explained that customer need is the driver of the entire process, I immediately saw the connection between clicks and conversations.
While the mechanics of the sales process may change depending on whether your prospect is standing in front of you, or sitting at a computer on the other side of the World Wide Web, the conversation is the same -- it all starts with customer need. The sooner you identify the need and elicit a response based on that need, the more valuable the conversation will be for both you and your prospect.
Identifying customer needs and brainstorming the different ways that those needs manifest themselves in your clients' lives and businesses is often more difficult than it sounds, but it's worth every minute you spend on it. It's step one in the sales process -- eliciting interest.
So the next time someone asks you, 'What do you do?', resist the temptation to answer with your business title or the product/service you offer. Instead, try answering by describing the need you solve.
If the person in front of you identifies with the need, you just may be able to identify your next sale!
P.S. Exploring customer needs and how you solve them are also key to discovering your unique differentiation. If that interests you, then you may also be interested in learning more about how we do it. Click on The Essential Message Clarity Package and on eLearning products such as Sales Telepathy and Dr. Credibility.
Who is Michel Neray and What's The Essential Message?
The Essential Message is about discovering your true differentiation and then learning how to communicate it in the most compelling way. But higher sales, greater alignment of sales and marketing and a stronger brand position aren't the only reasons why so many independent professionals, entrepreneurs and emerging companies rave about The Essential Message.
Clients also say that one of the biggest advantages of the Essential Message approach is how it helps them gain the confidence, momentum and resilience that can only come from being absolutely clear about their strengths and unique difference – as companies and as individuals.
The Essential Message was created by Michel Neray based on 25 years as an award-winning copywriter, an entrepreneur, a tradeshow pitchman and a senior sales and marketing executive. (He also rides motorcycles, does whitewater canoeing, and has his 2nd degree black belt in karate.)
For information about our corporate facilitation, copywriting and consulting services, or booking Michel to speak at your conference, please call 416 534-4766 or link to www.EssentialMessage.com.
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