Sales Generation Communications. Yeah, it’s all fun and exciting until someone gets hurt.
And by “someone” I mean you. You, via your sales, your market share, your margins, your enterprise . . . possibly your career.
At the risk of sounding melodramatic, put in the wrong hands this is one initiative that could mess you up.
The 4 Subversive Demons of Sales Generation Communications
Everybody knows what “Sales Generation” is and everyone knows what “Communications” means so we all know what “Sales Generation Communications,” is right?
Although the above logic, since we know the meaning of the words individually we certainly understand their combined meaning, is all kinds of logical . . . it still ain’t true.
Communications, as a word, means any information shared in any way: text, visuals, sights, sounds, smells, sensations—in other words, stuff.
On the other hand, Sales Generation Communications means: relevance, an emotional tug, the creation of a desire in the audience to act on an offer. There’s a purpose and a strategy and it leads to more sales and greater revenues.
We all know that if a brochure is good, a really big one is better. If a landing page is good, a voluminous one must rock. And if a sales letter is good, a “Sales Letter” with pictures and yellow highlighter and red circles and testimonials is certainly better. Long copy sells and all that. Hell it’s been proven, right?
Not for you.
Because it all depends on who your customers are, what they need in order to take action, and where they are in their buying-cycle. If the customer is simply curious or looking into something they just heard of, then bigger is not always better. Specific product features are irrelevant and price doesn’t even matter because before they care about all of that and your testimonials and your guarantees they need a sense of what it f e e l s l i k e to own what you offer.
Now THAT’s a proven fact.
Well if not breadth (see #2) then certainly frequency, right? Heck, the entire advertising industry is built on “reach and frequency.” Frequency must be integral.
Well it depends. If you’re able to generate a constant stream of truly insightful, valuable, exciting, customer-centric sales communications then maybe that’s true. I say “maybe” because we as humans can only absorb so much information in a given period of time.
“Frequent” is a concept, not an absolute.
And so again, we defer to the needs, wants and desires of the target audience. Because . . . maybe they just don’t want to hear from you all that often.
Give me a new (-ish) CEO, Sales or Marketing Director any day of the week. The others, those individuals with so much experience that they “know the industry better than anybody” and are gonna do it the way they’ve always done it are destined to fail.
• A new economy
• The face of new competition
• A new or changing marketplace
And let’s face it . . . none of the above, nothing at all, is like it used to be. It’s A L L new.
Sales Generation Communications, today, is a deliberate and strategic behavior of respect, of understanding, and of the desire to support your client-customer. And it results in a practice that attracts customers to your offerings: simply, easily, inexpensively and more quickly than anything else. No Demons required.
Beat Your Own Sales Generation Demons into Submission.