I have a product and want to introduce this to potential target customers/companies. How can I do that. I have sent couple of emails, but no answers. Do I have to have a sales person? What are the strategies to follow to get them involved in a demo or a discussion.....
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” (Peter Drucker)
Nowadays, with so much competition for the attention of potential customers, it is harder than ever for a small business to break through and noticed by the consumers.
Marketing gives your business a direction toward effective promotion. Marketing strategies differ from one business to the next and customized to suit the needs of the company.
The development of a marketing strategy involves the isolation of a target market segment, a set of clear-cut goals, a fair amount of consumer research, and the implementation of initiatives aimed at getting the word out.
Marketing affects the way you run your entire business, so it must be designed and developed in consultation with your team. It is a wide reaching and comprehensive strategic tool that:
The most undervalued marketing tool today is listening. Everyone wants to post, snap, like, love, blog & vlog, but very few companies take the time to listen to their clients. Everyone is so busy looking for the elusive new client and, in that process, forget to pay attention to those who already love them. If they did, they would find a wealth of marketing opportunities- new divisions that they do not yet work with, new opportunities within the division they do, & referrals.
Emails are a great way to connect. It is all about the strategy you use. In most cases I go directly to the CEO. I can usually find one connector point or colleague that allows me to utilize relationships. After a discussion with the CEO, if it is a larger corporation, he may refer you to his President or other executive. And from there you may end up pitching to marketing. It just depends on what you are seeking.
I always prefer an internal reference. So for example, if you don’t start at the top and you go to a VP for example who is in charge of acquisitions…. You are going in cold. He has no obligation to give you the respect or time you feel you deserve. On the other hand, if the CEO is referring you to a decision maker..that is internally, now the VP in the example better give you the time you need and a proper review because he knows if he doesn’t you have a direct line with his boss.
There are occasionally hangups with this. I once connected to the CEO of a very large company. When he had the President call me, the president clearly had a chip on his shoulder. And he bucked up playing the Alpha male game. But, if you professionally stand your ground and don’t back down, the end result is usually what you want..to get the review. And..in that case, now you have the attention of the entire marketing department because the President just walked you in.
The other issue that occasionally happens is you go to a CEO and the CEO does a half hearted approach on your behalf. In these cases…it really doesn’t help to get the entry from the CEO.
There are numerous strategies. You have to do what works for you. For me, starting at the top I have had about a 95% success rate getting traction. Starting with a lower level exec I have rarely had any success, and it has always seemed like a waste of my time. Because…if you truly believe in what you are promoting…and believe the company you are approaching should pay attention and give you respect for what you are bringing to the table…then why wouldn’t you start at the top?
As for a sales person. What are you selling? If your company is new though, as the CEO it is extremely vital that your forge relationships…not just for now but for the future. Once those channels are solidified maybe hire someone to run your sales. If you feel this is a weak point and you just can’t do it, by all means bring in someone.
My two cents.
I've been working with a lot of social media, advertising and PR lately. For individual consumers, some things that come to mind without the need for a sales person are Instagram, Facebook advertising, Google AdWords and press releases. For targeting businesses you may need more formal methods but I'm happy to help figure those out.
On Instagram specifically, you can post pictures of your product or images of experiences related to your product that you want to convey. For example, Visa often runs campaigns where they show people at the beach on vacation or at concerts, implying that you can use a visa card to pay for those things.
Facebook can get creative. Send me a message if you'd like to know more, but I've been coming up with innovative solutions for my projects that seem to be working. There are several different ad types that can be tested and used along with video, static images or slideshows.
Google AdWords is powerful in that it's targeted towards keywords you choose, so you can advertise to people who are searching for your product or similar products, as well as keywords related to what you're selling. By doing this, they'll find you when they otherwise might not have.
Finally, press releases are free to write and can be submitted to a number of websites. You can write them about anything with a message you'd like to get out to the public.
I'm not a salesperson, I'm FAR from it. It sounds to me like you don't need a salesperson at all, you need a creative type who can get your message across different channels.
Again, send me a message if you'd like to chat. I logged on for the first time in a while and saw your question right away, but I'm happy to help based on everything I've learned lately.
Companies dont buy from lone entrepreneurs. They only buy from solid companies or distributors. Does your website project the image of success of yourself and of past clients? You can only sell from a position of strength not of weakness. Salespeople are unafraid, confident and have magic with their words/actions. Your posting in anon, that is a bad sign. Be brave, be fearless.