Many company leaders have come to us and sheepishly admitted the core message they use in sales and marketing was developed during different times. These leaders know a major change has taken place, and a new and more effective message is required today. The “arrows” they aim at their target markets have gotten dull.
What your prospects value most in making a decision today is probably not the same as it was 2-3 years ago. A mistake many companies make is to assume that today’s customers only want lower prices. Do your customers negotiate harder and longer today before making a purchase? Most likely they do, but the reality is people still buy much more on value than on price. What constitutes higher value, however, has changed, and your ability to communicate it must be sharpened.
The key is to align your marketing and sales message with what your prospects and customers value most when they make a buying decision. Companies that do this close more sales, cave in on price less often, and are healthier and better positioned for long term survival.
Pull your arrows out of their quiver, and check their points. Do they still penetrate right to the heart of the matter, or do they just bounce off your target’s thicker hide?
Ask yourself – is your message the right one? Does it work as well as it should? More importantly, does it differentiate you?
If the answers are no, it’s time to revise your message.
Smart Advantage works with companies to revise that message. We uncover competitive advantages you may not be using in marketing or sales today. We test (through market research) to determine the hierarchy of buying criteria of prospects and customers. We align your competitive advantages to the buying priorities of your customers and prospects, and we help you communicate your message with better penetration.
Contact us today and take the first step to sharpening your message for these times.
Tags: company leaders, Competitive Advantage, competitive advantages, customers, market research, Smart Advantage, target market
