In yesterday’s post I spoke about the pain (fear of) and pleasure (gain of) and how you can use it to get your message to stick with a prospect.
I have written multiple times earlier on the idea of a Single Target Market and how you can niche a segment further based on usage. This comes in useful when you want to build your messaging.
As an example you niched your B2B market by industry, then you further niched it by revenue. Now if you niche it further based on whether you are targeting prospects who intend to buy your kind of product or service for the first time or are you targeting prospects for whom this is a replacement. Another could be a backup to the main product for insurance purposes.
Once you have chosen the usage, you can now get into the shoes of the prospect and think what could go on in their mind. If its a first time buyer – you could help that company with messaging entered around evaluating your kind of offering from an unbiased angle. On the other hand if its a replacement market that you are targeting, then you could talk of how the technology has changed and how by replacing the old technology they could get more benefits.
Based on the usage criteria, the team of people to whom you will send the message, will also change. For the replacement market in the industry, you may need to talk to the operations or maintenance folks, while if its for the first time usage you may need to talk to the project folks. Each of these folks has a different “view of life” and hence the problems that you address and the education that you have to do is different.
You need to know your end game and then work backwards such that you have a delighted customer. Its only when you delight a customer can you hope to get referrals and move further to dominate that market.
Till next time then.