An increasing trend in today’s market is the shift towards relevant communications and marketing. Consumers are awarding their sales and loyalty to companies that can prove they really know what their customers want. Conversely, companies that appear to be solely focused on making a sale, not satisfying their customers’ individual needs, are quickly losing their customer base to more savvy competitors.

The most successful companies recognize two important things about the new market landscape. First, the changing economy has left consumers with less disposable income, and in turn facilitated an environment where ‘smart’ consumption is trendy. Secondly, consumers are faced with a greater number of options in any given market. Digital channels give them access to products on a national and regional level, which further encourages them to compare their available options.

Successful companies use this information to their advantage by doing the unthinkable: they stop selling. Instead, they seek out meaningful connections with prospective customers. They learn their unique needs and provide relevant products and solutions. Ironically, the moment you start doing the same is the moment your sales will take off.

By not selling, you give your customer the space to consider their choices in a pressure-free environment. As a result, they feel like the 'smart shopper’ they strive to be. You also communicate that you are confident in your product or service, and are ready to go up against your local, national and global competitors. This gives your customers confidence in purchasing your product. This month, our featured article talks about the best ways to drive sales in this new consumer climate.

Respectfully Yours,

Traditional sales tactics can turn off savvy consumers in today's market. It may seem like an oxymoron to take the pressure off at a time when markets are challenged. However, this unique approach is the key to creating long-term, brand-loyal relationships. Here are five important tips for successfully making a connection with your customer, and landing the sale.

1. Don't rush.

Consumers are more conscious of their purchases than ever before. The market is witnessing longer sales cycles and more consumer resistance to high and low investment purchases alike. The harder you push to close the sale, the more likely your customer is to walk away. Customers want to know you are interested in helping them make the right decision, not the decision that most benefits your company. To make sure you stay top of mind during this extended decision making process, increase your touch points through email marketing messages or direct communications tailored to customer interests.

2. Keep it simple.

The current market offers a surplus of options for consumers. Don't further complicate their decision by making your product or service more complex. Keep it simple and offer your customers clear, concise options. It makes your product or service more relevant by targeting a specific need you know the customer has. You can help your sales force obtain this goal by keeping tailored marketing materials on hand that explain individual products or services in a streamlined way. Encourage them to stick to a maximum of two to three, depending on the investment level of your product.

3. Start small.

This rule goes hand-in-hand with our previous point. When you present a large investment, you automatically increase the complexity of the decision making process and the length of the sales cycle. Focus on getting your foot in the door first, then reinforce your value. Customized newsletters can help you highlight products and services that are a good fit for existing customers, and also provide a measurable way to gauge interest.

4. Dare to be different.

Chances are, with the diverse product offerings on the market there is at least one company that offers a product or service comparable to yours. The key is to give your customer something they can't get anywhere else, whether it's a unique style of customer service, innovative brand experience or unexpected reward. Develop a great rewards program or add in an extra after-sale touch point that competitors don't. Your extra effort can be the differentiating factor not only in making the first sale, but also in capturing subsequent ones.

5. Fail.

It is impossible to operate a business mistake-free. Don't be afraid to experiment with different sales, marketing and advertising methods. It's the only way to find out what works best for your current and future customers. Keep it budget and brand conscious by executing test campaigns in small market segments. Compare the results to see what methods will get you the best return on investment, then take it mainstream.

This month, in celebration of the live launch of www.accentsurfaces.com, we’re forgoing our normal What We've Been Up To and Client Spotlight and featuring a mini case study on Accent Surfaces. This Salt Lake City-based company provides a great overview of how long-established companies can reinvent their brand, expanding business into new avenues.

Accent Surfaces is a countertop fabricator with a versatile product portfolio and depth of experience difficult to find anywhere else in the surface industry. They had done no advertising or marketing in the past, but wanted to go after market share more aggressively and capture sales they felt were being lost due to a lack of customer education. Accent Surfaces partnered with King Media to refresh their image in the box store, builder and commercial segments, and assist with market entries into the retail and dealer segments.

We started by conducting a full operations analysis and taking facility tours. This analysis allowed us to get a complete view of Accent Surfaces business, including strengths, weaknesses, opportunities and threats. At King Media, this is an essential part of strategic development. The best campaigns and business solutions come from a full understanding of the corporation’s culture, best practices, sales activities, internal operations and customer touch points.

Following this analysis, we developed a creative strategy for collateral materials and the company website. Accent Surfaces required a collateral package that would not only educate customers on product options, but also provide the sales team with dynamic tools to capture new accounts. This conversion of branding and sales equates to materials that have depth; they represent the brand, but also serve the functional purpose of driving end sales. See the complete collection here (PDF).

Following the completion of collateral design, we set out to build an interactive site that would service all four of Accent Surfaces’ markets: Commercial, Residential, Builder and Designer & Dealer. These segments have very unique needs and interact with Accent Surfaces in different ways depending on their desired volume, product preference and application. We determined that generalized content would not serve this segments appropriately, resulting in the construction of four individual market-specific microsites tailored to the segments needs.

The navigation of the site was developed prior to starting construction to ensure visitors would progress through the site and reach end goal-pages, including contact forms, order forms and customer surveys. The site was completed in-house and required copywriting, graphic design and programming. In three weeks, we were able to launch the 318-page site in time for Accent Surfaces’ company-wide board meeting. See Accent Surfaces’ new site here.

We’d like to congratulate them on their new digital presence, and thank them for all their involvement and support throughout the project!

Q: How do I modernize my sales approach without losing profits or alienating my current customer base? Will my business suffer if I don’t change my current sales strategy?

A: Traditional sales methods and pitch styles are proven to turn profit and are likely still appropriate for specific segments within your customer base. However, as the market and its consumers change, you may struggle to generate business, develop loyal customers and maintain a relevant brand if you are not open to evolving sales tactics and styles.

It’s still good practice to provide a strong call to action and ask for the sale – just make sure when you ask for it you demonstrate that you clearly understand how and why the solution is right for your client. Consumers value these relevant, tailored communications. If you are worried about changing your internal culture too drastically, start small by implementing brand-consistent customer newsletters, customer loyalty incentives or a customer feedback program. If you focus on maintaining consistent branding, relevant messaging and positive customer service you will be successful in maintaining customer satisfaction and sales growth.

Most importantly, get your sales staff involved and excited about new and innovative ways to approach and communicate with prospects. If you can demonstrate how relevant communication and sales pieces can make them more effective in the field, they’re likely to embrace the changes. Today’s successful sales force solves customer problems by delivering relevant solutions at the appropriate time. Explore what types of new tools and tactics can help you make the right impact.

Send your questions or comments to Ralphie@KingMediaNow.com

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