relevance + timeliness + accuracy this presentation © 2011 richard hurn, all rights reserved - -...
TRANSCRIPT
Relevance + Timeliness + Accuracy
This presentation © 2011 richard hurn, all rights reserved - - email [email protected] - - for references linkedin.com/in/richardhurn - - for career portfolio richardhurn.com
7 Steps that assure customers will perceive your
value-add in today’s cluttered and confused market space
"If you can frame how people think about their problems, you’re half way to selling them“
- - Jakob Nielsen, Ph.D. (web architect, useability guru)
information design engineered to build market value
Relevance + Timeliness + Accuracy
This presentation © 2011 richard hurn, all rights reserved - - email [email protected] - - for references linkedin.com/in/richardhurn - - for career portfolio richardhurn.com
moving beyond feature selling to capture customer interest with content engineered to engage
Relevance + Timeliness + Accuracy
This presentation © 2011 richard hurn, all rights reserved - - email [email protected] - - for references linkedin.com/in/richardhurn - - for career portfolio richardhurn.com
Sales messages are called a “Pitch”for good reasons . . .
Crafting Targeted Market MessagesCrafting Targeted Market Messages
Want to reach your customers’ strike zone on every pitch you make?
Relevance + Timeliness + Accuracy
This presentation © 2011 richard hurn, all rights reserved - - email [email protected] - - for references linkedin.com/in/richardhurn - - for career portfolio richardhurn.com
Then sell them solutions to their needs
To confidently target the customer strike zone,develop market messaging that immediately resonates with client need
Crafting Targeted Market MessagesCrafting Targeted Market Messages
Relevance + Timeliness + Accuracy
This presentation © 2011 richard hurn, all rights reserved - - email [email protected] - - for references linkedin.com/in/richardhurn - - for career portfolio richardhurn.com
Why isn’t this obvious . . . ?because it’s not all about you!
Small technology-driven firms too oftenare focused on their tech & it’s features – becoming myopic about client needs . . .
In today’s cluttered & impatient market, pitches must compel customer urgency – must target their hot buttons – and show them how your solution will satisfy their pressing concerns
Targeted Market MessagesTargeted Market Messages
Relevance + Timeliness + Accuracy
This presentation © 2011 richard hurn, all rights reserved - - email [email protected] - - for references linkedin.com/in/richardhurn - - for career portfolio richardhurn.com
Your website, PR, ad or email has 30 seconds to capture customer recognition, build interest, and engage lead generation
can you establish a business rapport that bonds their attention to your pitchbefore they decide you are not relevant to their pressing business needs?
Targeted Market MessagesTargeted Market Messages
Relevance + Timeliness + Accuracy
This presentation © 2011 richard hurn, all rights reserved - - email [email protected] - - for references linkedin.com/in/richardhurn - - for career portfolio richardhurn.com
Commit to becoming your customers’strategic business partner
Present your product / service solution as an essential enabler of your prospects’ core business goals
Make the investment in time to build effective outbound messaging – two week’s foundation building will yield years of revenue gain
Targeting Market MessagesTargeting Market Messages
#7#6#5#4#3#2#1seven proven steps
Relevance + Timeliness + Accuracy
This presentation © 2011 richard hurn, all rights reserved - - email [email protected] - - for references linkedin.com/in/richardhurn - - for career portfolio richardhurn.com
Learn, Profile, & DefineUnderstand the market drivers that shape
your clients’ purchase decision:
Interview friendly clients about what shapes their purchase decisions, use stealth to learn why others buy from your competitors
Capture field intelligence from your sales forceabout what triggers interest, which niches are buying
Research current market trends, understand themes that are driving client expectations for excellence
List clients’ key fears, uncertainties & doubts (FUD) that drive their purchase decisions
Targeting Market MessagesTargeting Market Messages
#7#6#5#4#3#2#1
Relevance + Timeliness + Accuracy
This presentation © 2011 richard hurn, all rights reserved - - email [email protected] - - for references linkedin.com/in/richardhurn - - for career portfolio richardhurn.com
Define the Target Zone
Write a “Positioning Platform” - define how your tech’s features can deliver business solutions supporting a client’s revenue goals(click for RH sample Platform on Slideshare)
Identify your competitive differentiators,Why should a client listen to me vs, others?
Now test your pitch on a friendly customer – does he believe your pitch has value for him?Work it until you get enthusiastic feedback.
Targeting Market MessagesTargeting Market Messages
#7#6#5#4#3#2#1
Relevance + Timeliness + Accuracy
This presentation © 2011 richard hurn, all rights reserved - - email [email protected] - - for references linkedin.com/in/richardhurn - - for career portfolio richardhurn.com
Author your company’s Value PropositionNow craft the verbiage that sells –
write the pitch using your client’s street language, their FUD drivers, & your thought leadership supporting key market trends. Exercise educational selling, avoid jargon.
Typically author the complete value prop in a comprehensive business case whitepaper click for RH sample B-Case
Then build focused pitches from the B-case text for:+ PowerPoints + Website + Press Releases+ Magazine Feature Stories + Application Notes+ Trade Show Displays + Email Campaigns
Consider segmenting your pitch according to vertical markets, tailoring pitches for separate application niches
Targeting Market MessagesTargeting Market Messages
#7#6#5#4#3#2#1
Relevance + Timeliness + Accuracy
This presentation © 2011 richard hurn, all rights reserved - - email [email protected] - - for references linkedin.com/in/richardhurn - - for career portfolio richardhurn.com
Don’t make your customer work hard . .
Figure out your value advantage. Pre-digest your benefits & differentiators for them.
They will not take the time to figure out how your tech’s feature set is important
Once they believe you offer them value, then they will followup reading your spec sheetsto learn how your tech works
Targeting Market MessagesTargeting Market Messages
#7#6#5#4#3#2#1
Relevance + Timeliness + Accuracy
This presentation © 2011 richard hurn, all rights reserved - - email [email protected] - - for references linkedin.com/in/richardhurn - - for career portfolio richardhurn.com
Provide 3 Concrete ReasonsWhy Anyone Should Believe Your Pitch
Validate your legitimacy to instantly build confidence - essential before prospects will engage
3 Referenceable Customer Testimonials
Satisfied Customer Logos
Application Notes detailing customer need / challenge, your solution, and the ROI customers realized – better uptime, lower OPEX / CAPEX, improved service & support for his customers? click for three RH appnote samples
Targeting Market MessagesTargeting Market Messages
#7#6#5#4#3#2#1
Relevance + Timeliness + Accuracy
This presentation © 2011 richard hurn, all rights reserved - - email [email protected] - - for references linkedin.com/in/richardhurn - - for career portfolio richardhurn.com
Stick with your Target Zone
Stay “on message” for the next 18 months
Rehearse all sales staff to deliver this pitch
Refine, update OK -but outbound messaging must “soak” in the clients’ mind, consistently imprinted before your pitch will become recognized as your solution brand
Change it up too often and you sacrifice brand integrity, inviting market confusion
Targeting Market MessagesTargeting Market Messages
#7#6#5#4#3#2#1
Relevance + Timeliness + Accuracy
This presentation © 2011 richard hurn, all rights reserved - - email [email protected] - - for references linkedin.com/in/richardhurn - - for career portfolio richardhurn.com
Click on a brochure image for samples of targeted copywriting & educational selling
Video Network Transport Multiplexer
Video Network Service Assurance
Next-Gen WiFi Mesh Networks
authoring message content engineered to engage – since 1980
Relevance + Timeliness + Accuracy
This presentation © 2011 richard hurn, all rights reserved - - email [email protected] - - for references linkedin.com/in/richardhurn - - for career portfolio richardhurn.com
Click on website samples below for customer-targeted copywriting and educational selling
Niche selling of Wide-Area WiFi applications
Passive Optical Network Transport Equipment
Best-Practices for Engineering DSL Networks
World-Class Marketing Results
authoring message content engineered to engage – since 1980
Authoring, designing, producing, animatingand maintaining four corporate websites since 2000