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Posted: Mon Dec 09, 2024 5:54 am
Salespeople are undoubtedly the most suited to closing a deal with ready-made leads. In doing so, they are called upon to provide information and answer questions that are generally repeated from prospect to prospect. Consequently, to speed up the sales process, it can be very helpful to produce content that is able to answer these frequently asked questions across the board.
However, companies are often unwilling to disclose information that is considered essential for the business and that can hold a competitive advantage, preferring to jealously hide it. This attitude, however, risks leading to phenomena that Sheridan defines as Ostrich Marketing .
How Not to Generate Leads: Ostrich Marketing
Just as the ostrich hides its head in the sand when a problem approaches, many companies hide from prospects' requests, trying to avoid them in the hope that they will vanish. Obviously, these questions remain fixed in the prospect's mind, influencing their final decision. Furthermore, in the online era, people are increasingly impatient even in their searches and the avoidance of a problem leads a potential customer to lose interest in the company that is not able to provide them with the answers they are looking for. Courageously embracing a philosophy of total transparency is certainly a gesture much appreciated by prospects, who will know how to repay the company's trust.
Generating Leads: Things Not to Say
Among the most frequently asked questions, for example, are canada telegram datacertainly those related to prices which, in a B2B context, are often difficult to find, if not through a call with a representative. But why not talk about the price of a solution openly? The reasons given are mainly three:
“Every solution is different, it depends”. If it is true that every solution is different, then it will be possible to explain at least the levers that push the price up or down, so as to be able to immediately give a reference value to the prospect.
“It will scare customers, especially if the solution is the most expensive on the market.” What really scares a potential customer is the lack of information needed to make a decision. Whether it is communicated or not, the price of a solution will remain the same and a prospect without the budget to purchase that solution will never become a customer anyway.
“I don’t want to reveal my secrets to competitors.” The fact that prices are difficult to find for end customers does not mean that they are also difficult for other operators in the sector. In fact, any sales network will always tend to have its finger on the pulse of the market, especially in terms of prices.
Communicate to generate leads
The motivations listed above are those that influence communication not only in the specific case of price, but can be extended to many other cases. Sheridan, in fact, proposes an inverted triangle depicting these three main factors , each of which has a different impact on the production of content.
However, companies are often unwilling to disclose information that is considered essential for the business and that can hold a competitive advantage, preferring to jealously hide it. This attitude, however, risks leading to phenomena that Sheridan defines as Ostrich Marketing .
How Not to Generate Leads: Ostrich Marketing
Just as the ostrich hides its head in the sand when a problem approaches, many companies hide from prospects' requests, trying to avoid them in the hope that they will vanish. Obviously, these questions remain fixed in the prospect's mind, influencing their final decision. Furthermore, in the online era, people are increasingly impatient even in their searches and the avoidance of a problem leads a potential customer to lose interest in the company that is not able to provide them with the answers they are looking for. Courageously embracing a philosophy of total transparency is certainly a gesture much appreciated by prospects, who will know how to repay the company's trust.
Generating Leads: Things Not to Say
Among the most frequently asked questions, for example, are canada telegram datacertainly those related to prices which, in a B2B context, are often difficult to find, if not through a call with a representative. But why not talk about the price of a solution openly? The reasons given are mainly three:
“Every solution is different, it depends”. If it is true that every solution is different, then it will be possible to explain at least the levers that push the price up or down, so as to be able to immediately give a reference value to the prospect.
“It will scare customers, especially if the solution is the most expensive on the market.” What really scares a potential customer is the lack of information needed to make a decision. Whether it is communicated or not, the price of a solution will remain the same and a prospect without the budget to purchase that solution will never become a customer anyway.
“I don’t want to reveal my secrets to competitors.” The fact that prices are difficult to find for end customers does not mean that they are also difficult for other operators in the sector. In fact, any sales network will always tend to have its finger on the pulse of the market, especially in terms of prices.
Communicate to generate leads
The motivations listed above are those that influence communication not only in the specific case of price, but can be extended to many other cases. Sheridan, in fact, proposes an inverted triangle depicting these three main factors , each of which has a different impact on the production of content.