It’s surprising how many businesses haven’t really worked out their sales story. Identifying what makes our products different from the competition – and why people should use them – can seem a bit vague, but it should also be at the heart of all our marketing.
First of all, ask yourself what’s happening in your industry that your prospects recognise and your products address. What’s the potential of these two combined? Then think about what might hold back your prospects from using your products, and what would overcome these objections. Use this to develop the real benefits you’re offering.
Consumer marketing may seem more glamorous, but most people in that space would love to have the solid, fact-driven narratives we’re able to develop in industrial and scientific marketing. Our sales story is a real asset that should be as finely developed as the product it’s selling.