18
Apr

What's your “Pull” Marketing Strategy?

How can vendors re-align their marketing strategy to the a new customer-driven sales paradigm; “more pull, less push"? Our research data indicates a current disparity between a vendor’s sales approach and their customer’s expectations. What do customers mean by “ more pull, less push” and how is this achieved? The basic concept is that the customer is interested in “buying” and not being "sold". This can be addressed with the following strategic realignments: Self-assisted information systems that map to the direct needs of buyers, providing the right information at the optimal time in the buying cycle. In-depth explorations of customer buying processes can help identify that timing and enable a successful alignment.
This is the most critical stratagem that can result in an substantial payback in increased sales velocity. Silicon Valley Research Group has completed extensive in-depth research into the customer buying-cycle mapping process. The results will enable more accurate mapping of information assets into the buying cycle, and allow greater timing optimization and the identification of the most productive vehicles for information delivery.
  • More Pull/Less Push requires making critical information much more easily accessible and consumable. Many businesses shy away from providing pricing information early in the sales process to maintain the prospects’ interest level as long as possible. In a world of instant information, this strategy often leads to frustration and may result in terminating an evaluation process prematurely. Complex pricing structures can be conveyed through provision of quick online calculators and highlighting what typical packages cost. This provides an opportunity to present the customer with alternatives that are priced less. A web page that offers customer testimonials highlighting their savings can be a powerful motivator. A BOSE Radio print ad response rate went up 44% by the simple inclusion of strategically placed customer testimonials
  • What becomes the role of the salesperson; when do they enter the “more pull” sale process? The sales person is the facilitator in a buying process that has begun long before the initial face-to-face call is made. The sales person has ensured that the prospect has awareness and access to information matching the prospects buying requirements. The objective is for salesperson to interact with a highly informed prospect. The sales person’s role is to demonstrate, (as corroborated by our research), a thorough knowledge of the prospect's business, their industry, and an in-depth understanding of any purchasing issues. In addition, the sales facilitator must be able to communicate how their product solves these problems plus a thorough knowledge of their competitors product capabilities.


These are the strategic sales and marketing realignments that a successful business must incorporate into their organizations planning. Market research companies that have experience in re-engineering corporate sales processes, and can provide a insightful roadmap to your organizational realignment.

 


Al Nazarelli Written on Monday, 18 April 2011 00:00 by Al Nazarelli

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