Do you create sales materials that help your target audience GET PROMOTED?
If a corporate is looking to buy a particular service, I can almost guarantee you that the person gathering research on prospective providers (you), is not the decision-maker, or even the advisor to the final #decisionmakers.
The truth is, the grunt work is carried out by interns and assistants. Once they have found several providers they present the research to their boss who will either have the authority to make the decision, or will further the research before presenting it to the decision-maker.
If this is the case, how easy are you making it for them to hire you?
Let me illustrate. When I was 17 years old, I worked for an insurance company. One day the Head of HR asked me to get a Group Policy brochures from Jack upstairs. His first question to me was “Which version does she want?” I had no idea. He sent me away with two versions explaining that on page 7 there was a slight difference in the text and which one to use depending on the scenario.
I went back to Julie, and as I handed them over, I opened them at page 7 and advised on the small difference and which to use when. Julie looked at me with absolute astonishment and said “Wow. I would not expect a Junior Rota Trainee to know that!” It’s debatable whether I did. I was passing the message on. It would be unfathomable not to. But to her, I was now impressive and worthy of promotion.
So here is the thing, when you provide an Intern or Assistant doing the research with information about your product and different things to consider, this is part of their research, and they will share it with their boss.
Imagine how promotable this makes them look and how they feel about themselves being able to meaningfully contribute to a decision – how favourable they will feel about your #brand.
It doesn’t matter which level within the company the decision gets made at, these little insights travel.
They help people make their buying decision, and they help people choose you.
If you are one of seven companies the researcher has found, this will guarantee they will put you forward.
So practically, what does this mean:
👉 Buddying up with the researcher to find out more about the problem they are solving and supporting them to find the answers (and connecting with them on LinkedIn). They may resist you or seem disinterested (they are young) but persevere, become their friend.
👉 Writing informative materials (brochure, website, profile etc), that doesn’t just say what you do but why it is important (thereby educating your audience) and make it so it can be easily shared with decision makers (a simply quote won’t cut it)
👉 Reverse engineering the entire sales process so it doesn’t start and finish with the company director, but the entire chain
👉 Providing the written words for the assistant to invite their superior to a meeting with you
Founder of The Expert Economy
Naomi Johnson is a LinkedIn Profile Expert who began her entrepreneurial career as a Life Coach in 2006. After making all the classic mistakes and writing her book Grassroots to Green Shoots about the lessons she learned, Naomi was determined to rectify her wrongs and master the art of winning new business as a solo-entrepreneur.
She went on the establish TheProfile.Company, becoming a world-leading LinkedIn Profile expert and writing her book What to Put on Your LinkedIn Profile. Before long, Naomi began to notice that not only did people tend to undersell themselves on their profile, but they were missing vital business components, that if put in place, would dramatically change their results. It was from here that The Expert Economy was born.
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