– We have objective criteria to affirm that the company is a target
– That the prospect has a problem that we can solve
– You are willing to tell us your problem.
How do we generate these types of conversations?
Opening quality conversations with prospects requires coordinating actions of:
attraction,
generation of interest,
capture,
cultivation
and conversion.
These activities typically fall within the purview of an internal marketing team or a lead generation agency.
The problem is that in order to manage these actions successfully, we need to know a lot about three things:
the ideal customer profile (ICP)
the customer's problem
the solution to that problem
Assuming your company has a clearly defined ICP, with a real problem worth paying for a solution for, even then it will probably be very difficult for your company to generate quality conversations.
Why is it difficult to generate quality conversations?
Because to attract, it is not enough to have knowledge of the client, their problem and the solution.
To attract we need a story that captures attention.
Storytelling is an art.
But telling stories that sell is much more than an art.
It requires in-depth knowledge of the client, their problem, the solution, the specifics, your competitors, and the opportunities and threats in the market.
But of all of them, the most important element that you must know in order to tell your story is the problem of your client that you are here to solve.
You have to be able to describe it in detail:
What does it consist of?
What happens if they don't solve it?
How much money are they losing or failing to earn because of this problem?
There lies the seed of your story.
Sales storytelling will turn your customer's problem into your greatest bridge to open quality conversations.
How to open quality conversations?
Stop doing what everyone else is doing!
Tell the story of your ideal client.
Don't post generic, impersonal content. Don't post cold content (anything that talks about malaysian numbers YOUR product, YOUR company, YOUR customers, YOUR achievements)
Instead, connect with your customer's emotion.
Where to start?
Gather the knowledge of everyone.
Your customers, your product experts, your competitors.
Understand the problem, the solution, and the fit.
What is the market problem where your solution best fits?
Where do we add the most value?
And once you understand this, start writing the story.
Not yours, but your client's.