Do you really know who your target customer is? the person? their position or title? In order to keep your sales cycle short, and close rate high, target the right person with the appropriate message.
A few indicators you may not be targeting the decision maker:
• Marketing spend yields little or no return
• You have high sales activity, but few actual sales
• New leads take a long time to close
• Low deal close rates
• Prospects aren’t asking questions about your value proposition
How to Identify The Decision Maker:
The key is to listen to what your prospect is saying, and ask probing questions.
Look for a prospective customer who has:
• A need to solve the problem your product/service addresses
• An urgency to solve the problem
• Access or control of the funds to pay you
• Motivation by compensation: your product or service will increase the likelihood of a higher bonus/reward for them
Message Appropriately:
Focus your messaging directly at the decision maker’s responsibilities. Your product or service likely has many benefits to different members of the organization. Cost reduction messages will appeal to the controller and the head of human resources will perk-up when you address headcount.
Targeting the decision maker with a message that appeals to their motivations will help reduce your lead times and improve your close rate.
Next Month: What Are You Really Selling?
