Relevant Content Applies to Sales
There’s a lot of emphasis placed on the fact that effective marketing in today’s crowded marketplace requires that your messages, website, blog, etc. all have relevant content. Well, recently, I had a shopping experience that I want to share that shows how relevant content is important in a sales scenario.
I was shopping for a new lawn trimmer. I went to a couple of retail stores and found quite a selection. Now, it’s been a long time sine I last purchased a trimmer, so, as you would expect, things have changed. Now, they offer both 2 and 4 cycle engines. For those that may not know the difference, 2-cycle engines require the oil and gas to be mixed - 4 cycle engines, like your car, have the oil and gas separated. So, the sales people were pushing 4 cycle claiming they last longer and had more power. Important features, sure. But, after shopping at the big box retailers, I went to an independent store. When I asked the salesperson his opinion about 2 or 4 cycle, he quickly said that most people turn their trimmers on their side for edging and other uses. Well, in a 4 cycle engine, this will be a problem because if the trimmer is turned over, oil will not get in the engine and you’ll burn the engine. Wow, what a piece of knowledge. For me it was an instant no-brainer. I’ve always turned or rotated my trimmer. So, that information was exceptionally critical for me to make the right decision (actually, I should have realized this on my own as I know engines!).
This experience illustrates the importance for relevant information in a sales discussion. It also is instructive for anyone selling a service or product - you should answer the question: “what does someone need to know in order to make a good buying decision?”. If you really embrace this, it will help you discover relevant content you can use for your marketing material.
July 6th, 2010 at 7:53 am
Excellent post! This is true that your sales solely depends on your message. The messages, website, blog should talk exactly what you are offering in an unique way to make the sales happen. More importantly the website should be interactive to attract the customer.