Written by Alexis Caporusso
Alexis studies marketing at the University of Florida and works as a Sales Development Representative at The Selling Factory. Upon graduation, she hopes to leverage her determination for learning and developing relationships to pursue a career in market research. She is one who loves weird fun facts and the color yellow. If she’s around, you’ll either hear Maverick City or a podcast playing.
Over the past 2 years, we have lived in an unprecedented and rapidly-changing environment, where we did not know what to expect from day to day. This chaos created places where normal habits were disrupted and new habits and adaptations had to be made each and every day.
We still are living in a reality like this. Research from McKinsey shows that 75% of consumers have tried a new store or way of shopping. Consumers are stubborn, change like this happens rarely, but you can use this as an opportunity to change your consumer’s habits. The more you know about your user the more accurately you can create targeted campaigns and use the data to change your marketing tactics to grab their attention. This is how you see a sales team work with a marketing team to create the most effective value proposition and sales journey. Full of boring jargon? Let me break it down with a real life scenario:
If you are an insurance company and you have an agents that are struggling to get clients on the books, it is because the market has changed since they started. In order to get them new clients, they have to change the sales process they currently use and adapt to the changing habits of consumers. They should look into what one of his clients is doing that’s working in a particular niche that they haven’t focused on yet.
As the consumer behavior and buying environment continues to change, capitalize on the change through evolution. For consumers to find value in your product, you must identify the need your product solves, along with enlightening consumers that they have this need. In my experience, many consumers don’t know they have the need your product fills, and this is where your value proposition is vital.
Without a well phrased value proposition, consumers are not engaged as they assume your product will not help them. This value proposition is the start of your consumer’s buying process, if you cannot hook them here they will never engage with your product. Personally, this is the easiest place to lose prospects, as they can easily write you off and say no as they have no commitment.
A powerful value proposition helps your customers truly understand the benefit of your company’s products and services. It also helps your ideal customers to see how your services will help resolve their challenges and why your product is their best available option.
Align your sales and marketing teams and your customers will experience a streamlined process from your value proposition to sale. This smooth process improves the customer experience, and also allows customers to understand your brand’s personality and values.
Over 41% of businesses don’t use consumer engagement data to develop their marketing strategy. This is where your team can hone in on the data, catering your buying process to your ideal customer. These teams must focus on using consumer engagement data to cater your buying process.
Take advantage of this changing environment, cater your sales journey to your consumers, while combining your sales and marketing teams. Yes it may be a lot, but the end result will pay off. Your consumers enjoy a journey when buying your product, so make it an enjoyable one.