With all the buzz regarding social media, eCommerce, and mobile applications, it’s easy to forget that there’s a critical component of digital marketing that many companies tend to overlook. That component is the digital marketing sales pitch. If you don’t get your pitch out to the appropriate audience at the appropriate time, you’re unlikely to see much of a return on investment. But a few organizations make it their business to do just that, so you need to be mindful of them as well.
The Importance Of Customer Service
There’s no question that digital marketing is necessary for many modern companies. However, many other digital marketing sales tactics ought to be mastered first. One aspect that often gets lost in the mix when it comes to digital marketing services is customer service.
Most of us have had one or more encounters with a disinterested digital marketing sales representative who simply wasn’t interested in what we had to say, didn’t want to listen, or simply didn’t know enough about the business owner or product being presented to make an informed decision. This type of representation belongs in the “old-school” category of selling – which is better than what most representatives are doing today. In fact, it’s downright archaic. For example, nowadays you can find a company such as facebook offers tips to users on privacy settings, as a matter of keeping their users satisfied with the service.
The Sales Pitch From A Customer’s Perspective
The first thing to remember when considering your digital marketing sales pitch is that it’s not really what the person on the receiving end of that pitch is thinking. As a sales representative for many companies, I’ve had many customers call to complain about not getting the information they were seeking from the company. From the questions being asked, to the specific information being requested, it’s a complete waste of time. Let’s not even talk about Customer Retention Syndrome here.
Keep in mind, when thinking about your digital marketing sales pitch is that you don’t need to talk directly to clients. Sure, you can mention products and services that clients want to hear about, but it’s usually better to just focus on your expertise and let clients ask questions at some point during the call. When I was working as a call center manager, I would spend ten to fifteen minutes at the end of each phone call talking with a possible client about her problem. At the very least, I’d talk briefly about what the company did, why it could help her, how it could solve her problem, and so forth. But, I didn’t have to give my clients a direct answer until after I’d talked to them one or two times.
Now, some people will tell you that a sales pitch example like this isn’t really a digital marketing sales pitch example at all because you should only talk to the prospect about the problem they need solved. However, there are a lot of problems that could have been solved if I hadn’t sold my client on the fact that my company could solve her problem. For instance, the first impression she got of our sales representative was that he was trying to sell her on his company’s ability to do things quicker than others. This was an important part of her first impression and she ended up feeling less inclined to work with him. If he had simply mentioned that we could help her find the best process for her, she might have been more likely to work with him.
Honesty Is The Best Policy
So, when you’re working on a digital marketing sales pitch for a local business, make sure that you’re being upfront and honest. Give your clients the best information you have available and don’t try to milk them for every penny. After all, your goal is to help them solve a problem and not to make money off of them. Also, be careful to emphasize that you’re a service provider. While it’s fine to talk about what you’ll do for them (even if it’s free), don’t turn your clients into commodities by promising to provide your company with thousands of new leads a month for just a few dollars a month.
Avoid Overuse Of Social Media
Another thing that I’ve seen many digital marketing sales pitches include is simply offering Facebook or Twitter accounts as a way for clients to contact you. While this is fine, I advise my clients not to just give their email addresses out like candy. If you have a Facebook or Twitter account and you haven’t followed the proper procedures to sign up for these accounts, then don’t even bother. Your clients will appreciate you more if they can get in touch with you in a more personal way, so don’t ever use Facebook or Twitter to send out sales leads.