Now that you know how important your company’s image/first impression is in attracting possible customers, you must consider the second vital element: giving a prospect a reason why they should use your services and/or products.
To understand how you can do this firstly we must look at the animal we are dealing with.
Many people in today’s business world are time poor, or at least believe they are. Business leaders seem to have a continually decreasing attention span, perhaps due to today’s fast changing business environment and the mountain of information they must absorb every day.
This includes a daily bombardment of marketing and advertising messages. Hardly surprising that they will make quick choices regarding which information they allow to affect them.
That’s why simply looking like you provide the service is only half the job. When a prospect gives you a moment of their time to communicate with them you must not waste the opportunity.
It’s estimated that you only have up to 10 seconds to communicate with them in such a way that they wish to know more. If you earn this right then they may give you more time so you can tell them more, by making contact or by setting up a meeting.
This is why your company’s sales message must be thought through very carefully and must be targeted so that what you say at each point of communication resounds with your target audience.
It’s like a dance where you take the lead. If you respect the format and steps of the dance and allow the client time for its ebb and flow you will both soon be on the right foot.
In other words, provide them with the right information at the right time and they will want to continue the working relationship. Try to force them into reading or assimilating too much information and they will walk away.
Therefore not only must you know who you are speaking to, you must also know why they would be interested and then you must give them those reasons quickly so that they can make their next decision which is typically ‘shall I waste more time looking at this’? Yes or No!
Our belief is speak little, say much, get heard. This means breaking down your sales message and making it easy for them the viewer to not only get the information they require but also to again make sure that no barrier is created.
Poorly written, poorly accessible information can be a big turn off to most business people, you probably included. So when you have what you think is write get a copywriter to look through it an polish it.
It is worth it and again may win you business without you knowing it.
