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Whether you are building your core story or simply looking to put together your collateral material, there are few things you can do that are more powerful than research.
Today we are all inundated with sales literature from literally thousands of sources. TV, newspapers, billboards, magazines, the internet, radio, fax blasts, telemarketing, etc. In fact, it is estimated that we each receive over 30,000 commercial messages a day.
Because of this, most people have grown accustomed to everyone trying to sell us something. With all these commercial messages around us every day, most of us have learned how to simply turn them off. We simply have adapted to the clutter factor by turning our minds off to that clutter completely. For this reason, over 80% of junk mail is never opened. We have all become quite savvy at getting off the phone, before the telemarketer's even begins their pitch. We use the commercial time on TV to get our refreshments or simply channel surf until the commercial is over.
The same thing is true when it comes to your clients. It now costs three times what it did 10 years ago, to get one half of the results when attempting to get a new client. Yet there is an easy way to get in front of a new prospect and eventually make the sale. Talk about them and their industry.
Instead of pitching them on the value of using you or buying your product or service, educate them about their own industry. Nobody wants to be sold anything, yet everyone wants to learn more about their business, their industry and what they can do, to offset the competition. This is the value of research.
For example:
Let's say that you are a software manufacturer, trying to break into the retail field. You could spend countless hours, burning leads and calling retailers. If and when you do get the decision maker on the phone, you might try to explain to them why they must see you. You may pitch your product for several seconds, only to hear that either they have software, don't feel they need it or simply ask you to quote them a price. Your opportunity to get in front of the customer has rather easily been eliminated within a matter of moments.
If on the other hand, you called and explained that you had a full presentation about them and their industry, and that their competitors have seen it and loved it, you might be more likely to spark their interest. If you told them that in this case, you had a full report about retailing, the current trends and forecasts, which would succeed and why, as well as what the future of their business hold for them, they would be crazy not to want to hear it. You are therefore much more likely to get the appointment.
Research and how it relates to your core story:
Your research is information that will be valuable to your potential clients and their industry. If you are able to share with them , the pain in their own industry, you will also be able to offer them the solutions to that pain. You then set the standard by which they can resolve that pain, making you , the only logical choice for them to use.
Even if you are not going to build a core story, research can be a powerful weapon in your marketing arsenal. If for instance you were a jewelry wholesaler selling to small Mom & Pop shops around the country, your research might be on their industry, what makes for the most successful small business and what the top people in their industry are doing to succeed. You could then use the information that you learned in your research to produce collateral material including newsletters to your prospective clients. They will appreciate the information and this will help you get your foot in the door. Remember, if you are doing something to help them and your competitors are not, you have a much greater chance of converting prospects into clients.
At Empire Research Group, we have built research and core stories for some of the country's most successful companies.
For more information on the power of research, please e-mail your company name, contact name and contact information to
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