September 18, 2017

Here is the part 6 of my 10 part blog series highlighting concepts from Close Deals Faster: The 15 Shortcuts of the Asher Sales Method available on Amazon. In this post, I will cover how to create powerful marketing messages in order to close deals faster.

In crafting marketing messages aimed at B2B buyers, sellers should try to answer the three main concerns buyers have:

  1. How do I reduce the risk of failure? Buyers want to deal with suppliers they know can do the job the way it should be done, on time and within budget. In the worst case, if a buyer brings on a new supplier and the supplier fails to deliver, the buyer could get fired.
  2. Can the seller provide a return on investment? How will the seller’s solution increase revenue, increase cash flow, increase gross margin, decrease costs, or improve other relevant metrics?
  3. Which seller is the best choice, all things considered? Buyers need to convince themselves and their boss why they chose the supplier over all other vendors.

There are probably a billion ways to craft creative marketing messages which address these concerns. Since we are interested in closing deals faster, I am going to give you a few guidelines so you can do them on your own without having an advanced degree in advertising.

I cover this extensively in the book, but here are summaries of four different types of marketing messages I teach my students to create:

  • Killer Arguments: These are statements which show “we can REALLY do it.” Things like “We have solved this before for XYZ Corp.”
  • Return on Investment Analysis: This shows “here is why you SHOULD do this.” So “By investing in our service, I calculate you will save 30 percent on your overhead” would be an example of this.
  • Key Discriminators: These cover “Here is why you should choose us.” Otherwise known as USPs, they are differentiators which make you unique. “We are the only firm with 24 hour delivery.”
  • Ghosting Discriminators: These address “Here is why you should choose us over the competition.” The effort here is to distinguish yourself from your competitors without blatantly badmouthing them. Instead, it’s as if a “ghost” badmouths them by presenting your strengths to highlight their weaknesses. “We produce fast-food without any chemical junk” will create an image in the mind of the buyer that your competitors fill their food with who-knows-what.

I recommend you grab some paper and a pen right now and work on developing marketing messages based on the four categories above. It will help you next time you have to pitch someone quickly, at a networking event or trade show. It will also help you flesh out your formal presentations in a way which captures the buyer’s attention better because you are addressing what is important to them, not just your features and benefits.

Just do it and you will close deals faster, I promise!

For a deeper look at this subject, please order my book Close Deals Faster: The 15 Shortcuts of the Asher Sales Method which is published by IdeaPress andavailable on Amazon.