B2B buyers can easily evaluate a multitude of options to find the perfect fit for their needs. Savvy researchers are looking at more than the price point; they’re scrutinizing each offering to find out which one meets their business needs the best. You have an offering that you know solves a market problem — but how do you tell buyers about it in a way that moves them to act?
You will need to do more than simply present a list of features and specs. You need to put your solution in a well-tailored context that shows your buyer how it will fit their needs and desires. That process starts with a ultra-clear understanding of your target, and then you need to look for ways to artfully address their needs through your messaging.
Know Your Buyer
As you start the messaging process, remember who your buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions. Your buyer persona will play a huge role in messaging.
People want to be known. If you let them know that you “know” them — that you understand their problem and needs — then they will be compelled to dig deeper and they will want you to win them over. And that is a powerful sales position. Empathy will do far more to engage a prospect than any feature set delineation ever will.
Some common buyer types you can expect to encounter are: The Analyst (“show me the hard data - then I will give you a chance”); The Collaborator (“I’ll need to get my team on board before making a decision”), and The Innovator (“I’m exploring creative ideas that will make a major difference in how we do business”). Once you understand your buyer and have determined an angle on your relationship, it’s time to craft your messaging & content for them throughout the buyer journey.
Clearly Communicate Value
In their annual survey, the MHI Research Institute reports the “inability to communicate value messages” is consistently proven to be the biggest inhibitor to sales success.
Value-focused messaging starts with the understanding that each persona may require different messaging to address their specific pain points. Your messaging should clearly outline your customer’s journey to the solution. That means that it needs to be dynamic and it needs to be customized to each buyer persona.
You can reflect this in your frontline messaging, but truly engaging them will require a more targeted approach. We suggest creating highly empathetic and valuable information you can deliver throughout their buying journey.
Your buyer is likely planning to do one of the following: Do Nothing, Work it Out Internally, or Consider the Competitor. Here’s how to map customized sales content to answer each of these scenarios in a way that is tailored to your buyer’s vertical, persona, and problem:
For the buyer who wants to maintain the status quo by not making a move, your messaging needs to show how your solution addresses the biggest business problem they face. Point out specifically how your product fits in the matrix of solving the overall problem. Motivate them to act instead of “settling for”.
Work It Out Internally
This buyer sees the value in your solution but they wonder if they could just do it themselves. It’s our natural tendency to underestimate the reality of how hard it will be to do it ourselves. Help them be realistic about the standard for real success and how able their internal resources really are. Encourage them to consider all options, effectively demonstrate that a proven, trustworthy solution (your offering) will be more efficient and ultimately less expensive than it will be for them to fumble through it themselves.
Consider the Competitor
For those buyers who are still considering you competitors, they key is to have a distinct clear value proposition. Others are clearly NOT the same. Influence the buying criteria early and continuously map it back to their specific problem and goals. Look at existing experience and insights, but don’t be afraid to reinvent. Your multiple buyer personas will require a unique solution. Seek to become an integral part of their business, not just another vendor. Solve their problems and help them understand the value of the relationship throughout the process.
At the end of the day, marketing is about connecting a great story with the people who need to hear it. Great messaging and content should create an opportunity for people to enter your story in a way that demonstrates that you know them, understand them, and are ready to serve them better than anyone else. When you do that, your prospects will reward you with their business.
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