According to Content Marketing
Institute , 55 % of B2B marketers say they are unclear on what content marketing success or effectiveness looks like .
Mastering the Art of CROSS-SELLING
So , you ’ ve closed the sale . What ’ s next ?
The work of a salesperson is never done . You ’ ve sold a client on the benefits of working with your company — and probably signed on the dotted line to get the first part of your collaboration started . Now , you move from the “ initial sale ” stage to the “ cross-sell ” stage . How can you be more effective ? It ’ s quite simple , actually . The key is to put the client first .
Don ’ t just plow ahead with trying to blindly sell other products and services . Your first step ? Find out what your client actually needs . Here ’ s how :
ÎBe Î Responsive and Attentive . This one ’ s a two-parter . You want to ensure that your team is quick to respond to any situation regarding your current partnership , and you want to regularly communicate with your contact — whether that means an email to check in or a simple message to share an article that may be of interest . Staying in contact makes your client more likely to turn to you first .
ÎÎDo Your Research . Talk with your client about what ’ s happening , but also stay up-to-date on the latest company news . What are the challenges they ’ re facing ?
ÎÎGo Beyond Your Current Contact . Your contact may be the decision-maker for her portion of the business , but what other influencers could you reach out to ? Could different departments benefit from different services ?
The Bottom Line : Before you try to introduce new solutions and products , make sure you have a solid understanding of what your client needs and how you can solve that challenge .
Standing Out in a World of Content Chaos
From the moment we wake up until the moment we go to bed , we ’ re bombarded with content . Each minute of the day , nearly hundreds of thousands of tweets and Facebook posts are posted and hundreds of hours of video are uploaded on YouTube . With all of that content , how can you make your company ’ s message stand out ? Customize it . Creating custom content is a way of grabbing — and keeping — your audience ’ s attention .
A SCENARIO TO CONSIDER You ’ re on a marketing email list for a business you ’ ve purchased from before . Every other day , they send really basic emails talking about the value of their product — the one you already purchased . What good does that do you ? None . That ’ s where targeted custom content comes into play . According to the Custom Content Council , 90 % of consumers find custom content helpful . Why wouldn ’ t you take that step for your business ? The key to custom content is that the content you ’ re creating should be unique and designed to meet your audience where they are .
FIRST THINGS FIRST Before creating any piece of content , consider whether the topic will be engaging and helpful for your readers . Does it matter to them ? Is it useful ? Custom content may not always have an overt sales goal . This tool in your marketing arsenal is designed to build your company ’ s reputation as being useful and an expert in the field . In turn , when your services are needed , customers are likely to lean on you .
Sterling National Bank can provide the support you need to help your business innovate and grow . Contact your relationship manager today . Call 855.274.2800 .
14 | SNB . COM // CONNECT INNOVATION SUMMER 2017 // RANKED BY FORBES ’ 2017 “ AMERICA ’ S 100 BEST BANKS ”