In a moment of great pressure in most European domestic markets, the natural choice of the large majority of small and mid-size companies is to address a substancial part of their sales and marketing effort to export. Being noticed and able to book an appointment can easily become the first big obstacle.
Last Sunday morning I received Chris Brogannewsletter with the provocative subject of “An Invitation to Unsubscribe”. It was an excellent article addressing the need to make choices in order to improve your quality of life by focusing in what really matters.
The text got me thinking about how many of us are tempted to keep things because somewhere in the future we might need it. I believe that is only natural to try to gather (and keep) as much information as possible, but in 2013 the information flow can easily became so overwhelming that might cloud the decision process.
More often than not, we came to realize that when that moment comes we find different resources (closer resources) to solve the problem.
A couple weeks ago I was consulting for a small company intending to expand internationally. During the meeting the owner was pushing that the presentation prepared for the new prospects should include the company history since it’s foundation in the late 40’s and the full the product range. In his mind, it was crucial to present the trajectory of the company as well as the industrial potential. The intention was good, but the presentation would end up being 30m long!
We all want to cover all possibilities, but we all have to manage limited resources. Time and mental availability are nowadays the two most precious resources available in business world, so they have to be cherished.
In order to win buyers attention, the marketing and sales teams should first of all invest time to master their own strengths and weaknesses to be able to consequently design a short, strong and appealing base presentation.
The following step is to study individually each prospect and identify the areas where the one's offer might be more competitive and beneficial for the prospect’s organization. Afterwoods, customize the presentation to address each particular prospect keeping in mind to be objective and transmit measurable benefits.
Mastering your industrial strengths and knowing your prospect may grant you a meeting but once there be sure to focus your attention in what your prospect wants. Deliver your presentation interacting with your prospect so you can learn more about their real needs and expectations. This way you’ll also be able to enhance the areas of your presentation more interesting to your prospect.
Having a great product, building up a competitive offer are obviously crucial for achieve success. But when you are expanding your business beyond natural borders, particularly if you are small business with a limited budget, you need to make yourself noticed from competition and get the attention of your prospect in order to be granted a meeting. Make it personal, concise and addressing major measurable benefits, you'll get closer to win your prospect's attention.
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