2. Do your research
People only buy something if they believe they want or need it. The key to how to sell to any audience is learning what your audience values and then adjusting your sales pitch to match.
Selling to consumers
Consumer research is easier now than it’s ever been. Wherever your business has a presence online, you can find information about who’s interested in you.
Take social media, for example. When you do any marketing or audience outreach through platforms like Facebook and Instagram, those platforms collect information about your visitors.
It’s relatively easy to get your hands on that information. Facebook has a robust analytics app that will tell you all about who visits you, including demographic information such as age and location. You can also learn about how people interact with your posts, whether they click through, and what they do before they buy.
The problem is that you’ll have a lot of information, possibly in many different places, and it’s hard to do anything useful with that kind of scattered data.
You’ll get the insights you need a lot faster if you gather data through an all-in-one platform like Mailchimp. Mailchimp’s audience dashboard gives you information from all connected marketing channels including social media, email, and your website. You’ll get the same information from Mailchimp that you’d get from native analytics apps, but you get it in one place and in a way that highlights the most useful data.
With these insights, you can make more informed decisions about how to promote your product or service, and ultimately, how to sell it. If your audiences respond to promotions and discounts, focus on running more sales. If they appreciate a particular feature, promote that feature.
Selling to business decision-makers
You can also research your business customers online, but you’ll look for them in different places.
Business-to-business (B2B) selling is all about understanding someone’s professional motivations and needs, so you’ll want to focus on 2 things:
- The company’s financial and operational goals
- The decision-maker’s professional objectives
You can scrutinize these factors on an individual basis or generally. For example, before you make a sales call to a B2B buyer, you’ll want to research the company’s short- and long-term goals. You’ll also want to know how your prospect contributes to those goals and, most importantly, how your product or service can help.
If you’re promoting to a group, identify the trends in the industry or challenges to a particular business role. If you just entered the market and you don’t have a lot of data yet, begin by establishing an online presence that allows you to start gathering information as soon as possible. Create a website and start interacting on social media.
In the meantime, go online and do some digging. Look for:
- Trade publications where people in your industry discuss marketing
- Other companies that sell to your target market and how they do it
- Reviews of your competitors’ products and services
- Google results for “demographics of X buyers” (“demographics of b2b software buyers,” for example)
These searches will provide you with enough information to get started with some targeted selling.