By Jess Burns
It’s easy for marketers to get sucked into shiny object syndrome. We’re tasked with generating real business results and with so many companies vying for buyer attention, it’s tougher than ever to break through. That’s why there’s such a strong push to embrace content marketing, deliver innovative self-serve digital channels, leverage live chat, improve social media engagement, take advantage of video, and more.
In this world of digital marketing, it’s easy to brush off traditional channels and tactics as either old-fashioned or outdated.
But when it comes to B2B marketing, you know there’s often no substitute for in-person communications. Studies show that close rates for in-person meetings hover around 40% and that in-person requests are 34x more successful than those made over email.
That’s why product demos can be so effective for field marketers. But you still have to find ways to stand out against the competition. If you want to deliver the kind of product demo that can boost sales by upwards of 475%, you need these four keys to success.
1. Personalize the Experience
Field marketers often fall into the same trap with their product demos that all other areas of marketing struggle with—focusing too much on the product.
When you’re meeting a prospect in person to run a product demo, you want to tailor the presentation to their specific needs. That means having a firm grasp on where they stand in the buyer’s journey, how their unique role would benefit from your product, and which concerns might keep them from making a purchase decision.
All too often, field marketers have a nearly-scripted product demo that they deliver to every prospect. You might move a few prospects further down the funnel—but you’ll see far more success if you can personalize the experience.
2. Build Relationships with Prospects
This is along the same lines of personalizing the product demo experience. But beyond the actual product demo, your goal should be to use in-person meetings to build relationships with your prospects.
If they’re in the market for a new solution, it’s unlikely you’re the only field marketer or salesperson they’ll be meeting with. While your product might speak for itself from a feature perspective, it’s your job to do the emotional work of building a relationship that keeps your brand top-of-mind when it comes time to make a purchase decision.
Building relationships with prospects is all about connecting with them at every level of the buyer’s journey. If you’re a field marketer running a product demo, you need to understand the prospect’s behavior in the earliest stages of research as well as any interactions they may have had with competitors. Then, you also have to understand the context of their business, seeing the challenges they face both today and as their companies evolve.
When you see the bigger picture and can weave a roadmap to success into your product demo, prospects will be more likely to trust you and buy into your product demo.
3. Bridge the Gap with Sales
Field marketers sit in the middle ground …read more
Read more here:: B2CMarketingInsider