Your business will only survive if you and your sales team sell.
That’s a given.
So when, in your opinion, does that selling process start?
Is it from the initial phone call, email or visit to your shop?
Nope, you’re way off.
Granted, if you were to define the act of selling it would probably be along the lines of when you carry out the transaction and money exchanges hands. However, the sales process itself starts much earlier.
The first touch
The process actually starts from the first interaction your customer has with your company.
Of course, that may not necessarily involve direct contact with you (i.e. in person, by phone or by email). It is more likely to be the first time they land on your website, read a brochure or see your social media updates.
That’s why every word you write, every advert you put together and every status update, must provide an excellent customer experience because it could be the catalyst for a sale.
Making a great impression
Having a friendly sales team isn’t enough if your marketing materials aren’t up to scratch.
Your website copy, brochure content, emails, newsletters and social media updates must convey the right impression of your company if you want them to drive sales.
Very few people will make contact with you out of the blue and buy. The vast majority of consumers today are far savvier. They will do their research, compare you to other companies and then get in touch with the business they believe suits their needs best.
Usually, this will be the one that came across as being approachable, offered great value and, more importantly, a great service.
So how can you make sure that’s how you come across in your marketing?
The simple answer is to forget about who you are and concentrate on what your customers want.
If you start your writing process from there, you’re far more likely to succeed because your materials will be focused primarily on the needs of your customers – and let’s face it, the only thing they want to know is ‘what’s in it for them.’
Think about:
- How you want to be perceived by your customers
- The benefits you offer them
- What is the problem they have that you can solve
- How will you make their life easier
Then write in a friendly, approachable way – which means no jargon or marketing speak – in the second person (i.e. lots of ‘you’ and very little ‘we’).
This type of inclusive writing will make you come across as being approachable, friendly and ready to help. Of course, this also has to be backed up by your sales and customer service teams if you want your relationship with your customer to grow.