1) Clear and simple
Making your communications easy to understand and to the point is critical to keeping your prospects’ attention. Complexity is a key reason that prospects don’t want to deal with a company or buy a product; complexity in communication, too many choices or perceived difficulty in implementation, all feature in research.
2) Be knowledgeable
Knowing your stuff and making your communications with prospects valuable is the key differentiator from your competitors. If you can provide information which is valuable to your prospects they will be happy to receive it, keep it and even look forward to receiving more. And guess who they’ll speak to when they’re ready?
3) Make it relevant to each recipient
Knowing your prospects are short of time means you’ll understand that none of them will be interested in your products or services until they reach the final steps of their sales cycle and are ready to reach a decision between suppliers. Until then they are interested in the key drivers for their businesses. Your communications need to focus on these – the business benefits of using you.
4) Focus your time and effort where it’ll make the most difference
By gathering market information and monitoring key changes in prospect companies you can develop unique communications that depict your proposition in your prospects’ environment thereby demonstrating your good fit and business edge over its competitors.