Direct the Conversation

by Ginny Speaks

To capture new business and break through the clutter, direct the conversation. Capturing new business begins with effective communication and establishing a plan.  Paint the big picture of who you are and what you do.  Then educate. Explain how you help businesses and brands get the consumer engaged, to act. Direct the conversation to a consumer behavior discussion and focus on marketing.  Connect in conversations about the prospect’s strategic marketing goals, consumer touch points, and delivery platforms. Ask questions and do your research so that you can conduct quality/ knowledgeable conversations.  Shift your strategy to understanding client objectives and strategies instead of persuading them to buy.   Find out how the company connects and engages with consumers to drive sales.
Begin the conversation with these questions:
  • What is the most important objective you would like to accomplish with your marketing?
  • What is the strategy?  Getting the consumer in the door, trial products in consumer’s hands, driving sales, brand awareness?  If not one of these, then what?
  • Currently how do your consumers interact and engage with your product, service or company?  What has been the most effective means of reaching them? Discuss delivery platforms and touch points, screens currently being used. Identify target platforms and those that have funded priorities.
  • Tell me about your current core customer?  New target market? Is there a new customer you would like to see more of?  Include psychographics in this discussion, so that you can establish a consumer profile and lifestyle to reach.
  • When evaluating your current marketing strategies would you say you are more focused on awareness or call to action?  Combination of both?
Now that you have flushed out a specific consumer objective, direct the conversation to the assignment. Implement these 5 simple steps next to move the call forward and capture a project
  1. Define consumer/brand/company objectives
  2. Establish marketing channels and platforms used
  3. Explore ideas and direction of strategy
  4. Recap discussion and capture budget
  5. Agree on next steps
Directing conversation is a learned skill set, it takes practice and discipline. Once it is in motion, not only will your assignments increase but your closing ratio will too!

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