Comments on: Drive More Successes From The First Half of 2008 – B2B Marketing and Sales Tip #111 http://blog.reachforce.com/sales-and-marketing-tips/drive-more-successes-from-the-first-half-of-2008-b2b-marketing-and-sales-tip-111/ B2B Marketing and Sales Tips Tue, 03 Nov 2009 15:52:50 -0600 http://wordpress.org/?v=2.8.4 hourly 1 By: Cece Salomon-Lee http://blog.reachforce.com/sales-and-marketing-tips/drive-more-successes-from-the-first-half-of-2008-b2b-marketing-and-sales-tip-111/comment-page-1/#comment-1958 Cece Salomon-Lee Wed, 25 Jun 2008 18:22:38 +0000 http://www.theb2blead.com/trade-shows-and-events/drive-more-successes-from-the-first-half-of-2008-b2b-marketing-and-sales-tip-111/#comment-1958 Thanks for mentioning Insight24. As you wrote, archived webinars, as well as podcasts, videos and demos, can continue to generate targeted sales leads. You readers may be interested in this case study about the results that one customer had with Insight24: http://on24.com/abouton24_casestudies_hubspot_leadgeneration.html?partnerref=b2bleadblog_20080624. Thanks again! Cece Sr. Marcom Manager ON24, Inc. Thanks for mentioning Insight24. As you wrote, archived webinars, as well as podcasts, videos and demos, can continue to generate targeted sales leads. You readers may be interested in this case study about the results that one customer had with Insight24: http://on24.com/abouton24_casestudies_hubspot_leadgeneration.html?partnerref=b2bleadblog_20080624.

Thanks again!
Cece
Sr. Marcom Manager
ON24, Inc.

]]> By: Rob Towns http://blog.reachforce.com/sales-and-marketing-tips/drive-more-successes-from-the-first-half-of-2008-b2b-marketing-and-sales-tip-111/comment-page-1/#comment-1953 Rob Towns Wed, 25 Jun 2008 17:07:40 +0000 http://www.theb2blead.com/trade-shows-and-events/drive-more-successes-from-the-first-half-of-2008-b2b-marketing-and-sales-tip-111/#comment-1953 The best tip in regards to successful marketing is first understanding your ideal client profile... Wants vs. Needs — Why They Buy Attracting your ideal clients through marketing requires you to discover the specific wants and needs of these clients. These wants and needs are often referred to as “hot buttons.” Keep in mind that there is a big difference between wants and needs. They may sound similar, but they’re as different as day and night. A need is something you have to have. A want is something you would like to have. You need a new car but may be broke at the time. Therefore, you don’t want a new car, because you feel you can’t afford it. On the other hand, if you want a new car, you will probably find a way to get it, even though you may not need it. Wants are much more powerful than needs. Therefore, your marketing message should focus on your ideal clients’ wants. Hot Buttons — What They Want Hot buttons are the problems, frustrations and concerns that most clients consider when they do business with companies. Many business owners feel that price is always the number one hot button that impacts their clients. In reality, price is one of their last considerations. Most clients are more than willing to pay a higher price if you offer enough value to warrant the higher price. Unfortunately, most marketing and advertising looks exactly the same. Everyone uses the same old phrases and platitudes such as, “We’re the fastest, we’re the best, we have the lowest price, we do excellent work,” and so on. And since everyone says this, your clients don’t believe any of it. If you market this way, as most businesses do, your clients can’t determine the true value you provide, so they default to lowest price as a differentiator. Whatever you do, don’t fall for this trap! If you can only compete on price, it’s time for you to get completely out of that business. It has become a no-win situation for you because there will always be someone willing to undercut your price. Fortunately, the idea that price is most important exists only in the mind of the business owner. All you need to do is provide more value than your competition. When you do, you can actually increase the price you charge for your product or service. Decision Makers, Influencers & Users — Who to Target There’s one more area that needs careful consideration. In most business transactions, there’s a decision maker, an influencer, and a user. Here’s a typical example for the service industry. When ordering a pizza, the parents are the decision-makers, the kids are influencers and they’re all users. If you’re in the pizza business and want to sell more pizza, give the kids (influencers) candy for dessert when you deliver the pizza. Then they will continue to influence the parents to order your pizza. More sales tips and resources here... www.readtheanswer.com/index.php?RTA=web2 The best tip in regards to successful marketing is first understanding your ideal client profile…

Wants vs. Needs — Why They Buy
Attracting your ideal clients through marketing requires you to discover the specific wants and needs of these clients. These wants and needs are often referred to as “hot buttons.” Keep in mind that there is a big difference between wants and needs. They may sound similar, but they’re as different as day and night.

A need is something you have to have. A want is something you would like to have. You need a new car but may be broke at the time. Therefore, you don’t want a new car, because you feel you can’t afford it. On the other hand, if you want a new car, you will probably find a way to get it, even though you may not need it. Wants are much more powerful than needs. Therefore, your marketing message should focus on your ideal clients’ wants.

Hot Buttons — What They Want
Hot buttons are the problems, frustrations and concerns that most clients consider when they do business with companies. Many business owners feel that price is always the number one hot button that impacts their clients. In reality, price is one of their last considerations. Most clients are more than willing to pay a higher price if you offer enough value to warrant the higher price.

Unfortunately, most marketing and advertising looks exactly the same. Everyone uses the same old phrases and platitudes such as, “We’re the fastest, we’re the best, we have the lowest price, we do excellent work,” and so on. And since everyone says this, your clients don’t believe any of it. If you market this way, as most businesses do, your clients can’t determine the true value you provide, so they default to lowest price as a differentiator.

Whatever you do, don’t fall for this trap! If you can only compete on price, it’s time for you to get completely out of that business. It has become a no-win situation for you because there will always be someone willing to undercut your price. Fortunately, the idea that price is most important exists only in the mind of the business owner. All you need to do is provide more value than your competition. When you do, you can actually increase the price you charge for your product or service.

Decision Makers, Influencers & Users — Who to Target
There’s one more area that needs careful consideration. In most business transactions, there’s a decision maker, an influencer, and a user. Here’s a typical example for the service industry. When ordering a pizza, the parents are the decision-makers, the kids are influencers and they’re all users. If you’re in the pizza business and want to sell more pizza, give the kids (influencers) candy for dessert when you deliver the pizza. Then they will continue to influence the parents to order your pizza.

More sales tips and resources here… http://www.readtheanswer.com/index.php?RTA=web2

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