by Jeffrey Geibel
"The purpose of a business is to create a customer" was the famous quote
by Theodore Levitt of the Harvard Business School. Not surprisingly, a large
percentage of any company's sales and marketing budget is consumed in attempting
to determine just who their best prospects are, and reaching them with both
a message and offer that will help persuade them to become a customer.
Traditional indirect techniques such as focus groups, industry 'perception'
studies, competitive strategy sessions and management 'retreats' are undertaken
to find the holy grail of sales and marketing: that unique message and
'compelling business offer' that will turn a prospect into a customer.
Unfortunately, in today's fast-moving business climate (especially in high-tech)
these indirect methodologies will often provide you with yesterday's answer
to tomorrow's problem.
What is often completely overlooked in this pursuit is that the hidden code
of that successful product or service offer is embedded in the company's
successful sales. Everything takes place when a prospect becomes a customer.
It's not necessary to use indirect investigative tools (focus groups, perception
studies, etc.) when the information from a direct source (new customer) is
there for the asking.
Your industry credibility, competitive positioning, perceived benefit value,
attraction of your features and options, pricing strategy and ability to
deliver on your promises both today and tomorrow all come to a conclusion
when a customer signs up. Although each customer is unique, when you evaluate
several customers across several industries, what emerges is a similar buying
logic and rationale which comprise the 'hidden code' of your successful sales.
Not surprisingly, if you uncover this hidden buying code and use it as a
basis of your sales and marketing communications, it will serve to attract
prospects who have the same business problems that your customers were struggling
with (and that you helped them to solve.) The most powerful sales and marketing
message you can deliver is how your product or services help your customers
(and by implication, qualified prospects) solve their business problems.
This is the exactly the answer a potential customer is looking for, yet they
often have to wade through a tremendous amount of irrelevant information
and introverted jargon in conventional marketing programs to get the answer
to "what will it do for me?"
Once you have discovered the hidden code in your successful sales, the next
issue is getting this message out to the market, such that it is available
when a prospective customer decides to enter the buying cycle. In other words,
this is a question of both the timing and availability of your sales and
marketing message. Only 5% of any given prospect base in the buying cycle
at any one point in time. But the 5% changes with time. How can you reach
that ever-changing 5%?
Public relations, when focused on this challenge, is the most effective tool
for reaching both your prospects and those who will become tomorrow's prospects.
Many executives mistakenly assume that public relations is effective only
for the short-term, such as a product or current business announcement. What
they completely overlook is that the Internet has changed how business buyers
get information to make buying decisions. Yesterday's techniques for information
gathering, such as trade shows and 'seminar selling' are rapidly falling
off in both attendance and effectiveness. Also, recent studies have shown
that business buyers will often consult three sources in sequence for information
when making a buying decision - the first being trade journals, then the
trade journals' web sites (e.g., archives) and then the vendor's (e.g., your)
web site. 'Archiving' merely means that the information is available for
Internet retrieval - and this can be as recent as the current issue of the
publication. In fact, some publications have switched to entirely on-line
versions (such as Datamation.)
Knowing this pre-purchase information gathering pattern, the challenge is
to have continuous exposure in the trade and business press, and to have
that exposure archived for Internet access. Only a public relations program
can obtain those results. Advertising can't accomplish this since it is not
archived. Neither is your direct mail or telemarketing - they are all aimed
exclusively at today's (e.g., those in or near the buying cycle) immediate
buyer. If you want both today's buyer and tomorrow's Internet-using business
buyer - you need to be where they will look for information.
The second challenge is to develop a public relations program that has continuous
appeal, not just a one-shot splash. Any public relations message that is
of the 'announcement' (or 'news') variety, such as new product, new company,
or venture capital financing is only of temporary interest. The only aspect
of your company that can be fashioned into a continuous program is the business
cases of how your customers use your products to solve their business problems.
Although the business cases will all have the unifying theme of your 'hidden
code' of sales success, each customer and their application of your technology
will be unique, and distinctive to their industry. As the competitive environment
and technology change, the nature of the business problem that you are helping
to solve will also subtly change - presenting and ever-changing series of
business cases. Also, these business cases can be used in both the business
press, and in vertical trade publications - giving you a double shot of exposure
and a double-archived message for the Internet-searching business buyer.
Discovering the hidden code in your sales success will help you improve your
current sales effectiveness, but using that hidden code as the basis for
your public relations effort will help you to reach both today's customers
and prospects, and those prospects will become tomorrow's customers. To
paraphrase Theodore Levitt - "The purpose of your public relations program
is to help you create a customer."
© 1998, Jeffrey Geibel, All Rights Reserved
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