How to create a One-Two Sales Knockout Punch

Blue Cross - How to create a One-Two Sales Knockout Punch

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The events that stimulate a prospective customers' buying behavior are covering of your control; regardless of how great a sales team you have. If a prospective customer doesn't perceive a need for what you are selling, you can call on them until you are blue in the face without success. They will only reply comfortably if they feel you can help them solve a problem.

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Problems come in many flavors: your prospective customer may be increasing their operations and need new tool or components, they may have just had a invite for a quotation that requires your product, or maybe their vendor has just had a price increase, quality issues, or botched a delivery. Therefore you want to have your company's products in front of prospects when an event arises. This will supply the greatest likelihood of success.

Ideally, it would be great to be right in front of all prospective customers at all times. But that isn't realistic; especially for small companies. The next best thing, of course, would be for you to be lucky enough to be making sales calls on the day when one of the above events takes place. Practically, however, the best way to meet this challenge is to pronounce widespread visibility without spending a fortune by implementing a well-executed stock publicity campaign that targets a wide range of media outlets.

Competing for mindshare is requisite to "having the door open when a sales opening arises." When prospective customers read about your products as news in their industrial and technical magazines, publications, and on assorted Web sites, they remember and respond. Either your customer is an Oem, a distributor seeking a new line, a dealer, or an end-user, stock news in these media outlets is the most cost-effective way to assure that - when a prospective customer has a need your stock or service fills - you will be graphic to them. Obviously, this increases the odds that they will perceive you or that your sales call will be constructive.

To use a boxing analogy: the connection of stock exposure to sales calls is like the connection of a left jab to a right cross. The best and more consistent the jab (product exposure), the more likely the right cross (sales call) will score a knockout punch. stock publicity to sales is the one-two punch every thriving business organization needs. It assures you that when a prospective customer's level of interest piques to take activity and buy; your stock will be fresh on his or her mind. This is the practical application of "branding."

So, even though you have no control over the timing of an event that might generate the need for your products or services, you can control your quality to keep your products in front of prospective customers so they will be seen when the time is right. No marketing tool can accomplish this one-two punch as effectively as stock publicity.

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