Avionics News December 2015 - 60

BUSINESS BASICS

Continued from page 59

to use, as well as accessible to any
means of communication they might
prefer. When the experience in any
one of those channels falls short, you
diminish their experience and risk
losing their interest.
This begs the question of what they
really know - and what you can do
about it. Answering this should guide
your marketing strategy, content-marketing tactics, and sales-presentation
planning, according to Rudin.
It comprises such concerns as what
information they actually want to
make a decision, why they value it,
what they probably know given the
resources they use, what they don't
know - but should - and how you

60

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december

2015

might counter any misinformation.
At the same time, consider where
they congregate online and offline,
their next step toward purchase, and
what might stop them in the buying
process.
They're likely to give different
signals to indicate they're a prospect.
Obviously, a first indication of interest may come in a call or an online
lead, but it can also be a "like" to
your Facebook page or post. At that
point, they're announcing a willingness to be sold, according to sales
consultancy Interactive360.
Instead of a hard-sell question,
such as "What do we need to do to
make a decision happen now?" they
want you to serve as a consultant.
They want to feel they're dealing
with an authoritative person who

will provide valuable information
above and beyond what they already
know - and validate what they do.
This is where you explore their
information-gathering process, and
it's where you inquire about their
next steps.
Openings and closings
Before that can happen, prospective customers must develop
a trusting relationship so you can
work through the results of their
pre-purchase research. From there,
engaging and closing the deal with
educated buyers requires social selling, marketing with education, and
following up before the sale.
Since buyers use Facebook and
other social outlets, ensure your
page offers case studies and photographs of installations with popular
products so visitors can "share"
these images. This serves an important role; customers want to share
their aspirations with their friends
to gather social input on their buying decision. That's more useful
- and educational - than posting
"best deal" or other advertisinglike content, which isn't as sticky
to your online friends. For business
customers, LinkedIn posts play a
similar role.
Each of these serves a purpose
for you, too. By tracking who likes
or shares your posts, you're gaining insight into who may be moving from education and research
into the purchase phase - and you
can reach out to these customers
to thank them for the mention and
offer assistance in completing their
particular project.
Likewise, if these customers have
logged onto your website to review
your educational content, track their
page views to learn more about their
interests and preferences so you can
create micro-targeted campaigns


http://www.kgselectronics.com

Table of Contents for the Digital Edition of Avionics News December 2015

Avionics News December 2015 - Intro
Avionics News December 2015 - Cover1
Avionics News December 2015 - Cover2
Avionics News December 2015 - 1
Avionics News December 2015 - 2
Avionics News December 2015 - 3
Avionics News December 2015 - 4
Avionics News December 2015 - 5
Avionics News December 2015 - 6
Avionics News December 2015 - 7
Avionics News December 2015 - 8
Avionics News December 2015 - 9
Avionics News December 2015 - 10
Avionics News December 2015 - 11
Avionics News December 2015 - 12
Avionics News December 2015 - 13
Avionics News December 2015 - 14
Avionics News December 2015 - 15
Avionics News December 2015 - 16
Avionics News December 2015 - 17
Avionics News December 2015 - 18
Avionics News December 2015 - 19
Avionics News December 2015 - 20
Avionics News December 2015 - 21
Avionics News December 2015 - 22
Avionics News December 2015 - 23
Avionics News December 2015 - 24
Avionics News December 2015 - 25
Avionics News December 2015 - 26
Avionics News December 2015 - 27
Avionics News December 2015 - 28
Avionics News December 2015 - 29
Avionics News December 2015 - 30
Avionics News December 2015 - 31
Avionics News December 2015 - 32
Avionics News December 2015 - 33
Avionics News December 2015 - 34
Avionics News December 2015 - 35
Avionics News December 2015 - 36
Avionics News December 2015 - 37
Avionics News December 2015 - 38
Avionics News December 2015 - 39
Avionics News December 2015 - 40
Avionics News December 2015 - 41
Avionics News December 2015 - 42
Avionics News December 2015 - 43
Avionics News December 2015 - 44
Avionics News December 2015 - 45
Avionics News December 2015 - 46
Avionics News December 2015 - 47
Avionics News December 2015 - 48
Avionics News December 2015 - 49
Avionics News December 2015 - 50
Avionics News December 2015 - 51
Avionics News December 2015 - 52
Avionics News December 2015 - 53
Avionics News December 2015 - 54
Avionics News December 2015 - 55
Avionics News December 2015 - 56
Avionics News December 2015 - 57
Avionics News December 2015 - 58
Avionics News December 2015 - 59
Avionics News December 2015 - 60
Avionics News December 2015 - 61
Avionics News December 2015 - 62
Avionics News December 2015 - 63
Avionics News December 2015 - 64
Avionics News December 2015 - 65
Avionics News December 2015 - 66
Avionics News December 2015 - 67
Avionics News December 2015 - 68
Avionics News December 2015 - 69
Avionics News December 2015 - 70
Avionics News December 2015 - 71
Avionics News December 2015 - 72
Avionics News December 2015 - Cover3
Avionics News December 2015 - Cover4
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