Recently we worked with a software VAR who had invested in a new web site, only to find prospects were finding them, but then leaving the site after only a brief visit. The new site was driving more traffic but no leads. Our customer asked us to look at the website, and help them understand what was going on with an inbound assessment. During our investigation, we discovered the web site was largely just a listing of products and services.
Real business value was hard to find in the site content. There was no sense of how fast anyone could get to any result… measurable or not.
Right Offers, those that clarify value within a period of time, can generate 50% greater returns on marketing and sales investments. This happens by connecting your offer with real decision makers. If you’ve got the right message and the right contact, your time to close and cost of sales will diminish, while your lead rate within campaigns improves.
If your solution features and capabilities are what you primarily focus on with your messaging, your message is best received by people who are either already customers, or are already in RFP cycles & sales cycles. At any given point in time, that represents a very small percentage of your potential target market.
By improving offers in your sales and marketing communications, you can drive more people into sales cycles and close them more quickly. Push the details onto the back page, and capture the mind of decision makers… who drive purchases.
Want to learn more? Frantz Group is offering a Right Offer Workshop, that will help your team learn how to form better value-centric offers for your next campaign.