A HaB2B Copywriting, Sales and Marketing Thanksgiving Lesson

With Thanksgiving and Thanksgiving sales about to become painfully real for consumers (just watch the tramplings on the evening news later on Thursday and throughout the weekend) we in B2B should also take a moment to reflect on the B2B side of things.


Business to business sales and marketing does not have the nationally manufactured moment in time to create scarcity and urgency, for example. Can you imagine an ERP software provider telling a prospect:

“50% off only this Thursday

between 5:00 AM and 7:00 AM

Once we’re sold out, we’re sold out!”

Yeah. It doesn’t really happen that way. But it does happen.

A good sales process and great sales copy can manufacture an event. Don’t get upset. I don’t mean lie. I mean clarify. Clarify what it means not to take advantage of placing an order with your company. What the consequences are of letting another day, or holiday weekend go by without committing to doing business with you.

It is in that context I remembered something.

Recently, I posted an article about the new ABC’s of sales and marketing. In short, the post states and supports that in person, online, and in copy that the new ABC’s of 21st Century sales and marketing are:

“Always be Communicating” and “Always be Close.”

In all fairness, these have always been true. It just has not been as easy or inexpensive.

Anyway, it reminded me of another sales and marketing ABC posted here a while ago:

“Always be Considering.”

You see, the biggest mistake made in selling (and the supporting marketing material) is not asking for the business. The second biggest mistake is asking for the business too soon.

Here is an excerpt from that earlier post.

1) Marketing is not a one-shot, do-or-die process. It takes time to accumulate interest, brand recognition and generate qualified traffic. Be Persistent. Be Patient. Try different things; measure the results and capitalize on what works.

2) B2B Sales is NOT a one-call, quick close. Rushing the sales process and your prospect, will only prolong the sales cycle and possibly lose you the sale. "ABC" should stand for "Always Be Considering". Consider where you are in the sales process.

• Consider where your prospect is in the sales process.
• Consider when the time is truly right for asking for the business.
• Consider whom the right person is to ask for the business.

3) When it comes to sales and marketing copywriting, the writing should Interest and Educate. It should convey Reason, Trust and Urgency in a way that engages the reader through each step of the decision-making process to take action in your favor.

Remember to be the hero in your copywriting, marketing material, sales process and presentation.  And, remember to give thanks.
 
Be the hero,
Mark
 
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Mark H Daniels is a B2B and B2C sales strategist, coach and copywriter helping people and businesses present themselves in print, in person, and on the web in a way that has prospects and customers making decisions in their favor and saying “thanks.”

Download the full report “28 days and 28 ways to more consistent revenue- the new ABC’s of selling in the 21st century” here: http://bit.ly/aJaDax


Learn more about why companies seek Mark’s services and what My Sales Hero does at http://www.mysaleshero.net/. Contact Mark by email at mark@mysaleshero.net or call 732-417-0680.