When you are not hitting your growth objectives for your business, it is easy to panic. When members of your sales organization do not seem to have enough good opportunities on their plate, it is easy to think about asking them to drive more activity. It might seem like expanding your focus and casting a wide net is a good approach. In fact, doing just the opposite is the smart way to produce results and increase sales. Let me explain.
Use a Narrow Field of Focus
The same holds true for how you identify proper sales targets. Let's say your prospects rate your message from 0-10. What number would your message need to register on their rating scale in order to get them to raise their hand and seek your help? For most organizations, "8" is the turning point. If your current message is too broad, it might reach a broad audience. However, it only hits each person at a 3 or 4... not an 8 or higher. What that means is that your message falls on deaf ears.
- Identify the Customer's Rant
- Craft Your Message
- Deliver Great Content
Identify Rant and Craft Your Message
Deliver Great Content
Search engine optimization companies come in two flavors: One group works hard to create the illusion of valuable content about a given topic. The second groups works to engage your team to actually create valuable content. Here's a hint: It costs less and is more effective to actually create great content instead of creating the illusion of great content.
For one idea on how to attract new clients, be sure to read Trent Dyrsmid's article on how to leverage content marketing as part of a comprehensive growth strategy. How Content Marketing Has Forever Changed How to Attract Clients and How You Can Take Advantage of This Shift
Buyers and Sellers Both See Scarcity
If you create great content describing the problem you are uniquely positioned to solve, then those facing the problem that need a solution will be beating a path to your door (or website).