Recipe for Great Sales & Marketing Insights Every Manager Should Know
“Sales is an outcome, not a goal. It’s a function of doing numerous things right, starting from the moment you target a potential prospect until you finalize the deal.” – Jill Konrath
The way consumers interact with brands is constantly changing with the progression of media. To gain potential benefits, marketers must re-visit their organizational structure, ways of working and their present strategies.
The core elements for great sales insight exists in every company. It is very well known that a company’s ability to drive market growth depends on consumer insights and how well it transforms those insights into operative action.
This post helps to glance around sales and marketing insights which are tremendously powerful when they are used correctly and are well-crafted.
Begin with the ‘typical’ customer problem scenario
Business is all about satisfying your customers’ needs. All the customers have different problems, but a few of them have truly unique problems. Those problems are that which are just not understood at a detail level in that particular customer’s context.
Companies catering in the same region and similar market, their abilities to meet those challenges differ while the context remains similar. This is how business functions. Application of quantitative and qualitative marketing research techniques, approaches and tools help clients to uncover why their customers behave as they do at every phase of their purchase journey, dig deeply and understand their customers’ experiences.
Remember your product was built firstly to help fix customers’ demand or filling the gap in the market.
Always take into account Buying Personas
Keep in mind, companies don’t buy rather people do. There will be multiple personas in a typical B2B scenario, intricate with the buying decision. Each scenario has different issue and concern which they care for. If, for example, you are selling a Tableau Software, the VP Sales in the buyer’s organization may care about how the software will help with sales productivity, while the CIO is more likely to be concerned about the data security concerns and deployment effort. Thus Insights must be designed keeping in mind the buying persona of people.
Bring something new to the customer’s table and make it interesting
While addressing the buyer’s needs, always make sure to demonstrate your understanding of how a customer might use your solution to meet those needs. Make it fascinating for the buyer so that the buyer says “that’s interesting, I never thought this way before”. Buyer should feel that you both would be benefited from that approach.
Create an insight that leads to the solution
If you possess a deep understanding of the subject “as to why the product was developed in the first place”, you can easily create an insight which lands to your solution. Use your insight which leads to your product’s fine capabilities mapped with customer’s unknown or known requirements. Always do not prefer using traditional marketing approaches to lead with the product.
Self-promotion which is presented as an insight always does more harm than good. Insights you provide should have some core value, whether or not customer goes with your product. Each of your resource should force the buyer to think in a different manner about the opportunities or challenges in front of them. Focus on using the insight to build credibility.
Lastly, smart technology would help you to connect your solutions to the customers’ business problem and deliver correct insights at the correct time to the correct persona.