Use industry information to create meaningful messaging

insightinsightInsightphotoBIZMOLOGY — A majority of marketing and sales materials are tossed in the trash or deleted from jam-packed inboxes every day. Generic messages that lack insight, detail, or personalization get the boot the quickest. But it doesn’t have to be that way.

Two of Dun & Bradstreet’s top trainers and sales leaders — Jeremy Lowery and Chris Garza — recently shared insightful tips on how sales and marketing professionals can leverage company and industry insight to better tailor messages. During the web seminar, “Shortening the Sales Cycle: Create Messaging that Works with Industry Intelligence,” Lowery and Garza highlight features found on the Hoover’s and First Research products that help our customers secure more meetings and close more deals.

First Research, which offers customers industry research reports covering over 1,000 industry segments, is used for prospecting and deepening relationships with clients. The tool provides updated business trends, challenges, and opportunities that can be used to start conversations with prospective customers.

“You can get smart very quickly and retain the information,” Garza said about using First Research. “You can then use the information to steer the conversation.”

First Research and Hoover’s are both effective tools to create unique messages that stand out. Hoover’s features overviews, histories, competitors, financials, and more on the most important public and private companies worldwide. When you come armed with industry and company intelligence, it’s much easier to deepen relationships and proactively and consultatively negotiate.

Here are a few tips from the webinar on how to create messaging that works:

1. Speak the customer’s language

When you approach prospects and customers as an insider, it signals to them that you are a partner who will team with them as a trusted advisor. Useful acronyms and industry terms are defined in each First Research profile. A team of editors at First Research and Hoover’s writes and updates company and industry profiles in easy-to-understand text. Editors do all the heavy lifting, connecting the dots for you, which can save time and add value to the sales and marketing process.

2. Tailor messages to your contact

Not only is it important to know whom you are speaking to, but also what his or her role and tasks are within the company. By combining Hoover’s vast people and background information found on services such as LinkedIn, sales and marketing professionals can research prospects long before the call or e-mail is sent. That preparation can save time and signal that you’ve done your homework.

3. Never used tired/cliché phrases

Sales people should strike the phrases “checking in” or “touching base” from their vocabulary. The tired phrases can get lost among hundreds of messages  that prospective clients must go through daily. Messages can be easily improved by inserting some key details about a prospect’s industry or location. Critical issues impacting specific industries as well as geographical insight all can be found on First Research.

4. Call with a purpose

Creative messages must be compelling. It signals to the contact that you are a trusted advisor and you want to be a part of the future of their business. Instead of leaving a generic voicemail like this:

“Good morning, Nina, this is Jeremy Lowery. I met you at the tech conference last night and was hoping to get a few moments of your time to learn more about Global Payments and your business needs.

You can reach me at 555-1212. I look forward to hearing from you.”

You can glean information from Hoover’s and First Research to leave a much more compelling voicemail like this:

“Good morning, Nina, this is Jeremy Lowery. I met you at the tech conference last night and understand that data analytics, wireless POS terminals, and smartcards are all growth opportunities for financial transaction companies like Global Payments.

I would appreciate an opportunity to meet with you to explore how these and other strategic issues are affecting your business. You can reach me at 555-1212…”

5. Know the decision makers’ top-of-mind issues

Knowing a prospective client’s pain points as well as growth drivers is beneficial when making contact with them. First Research provides executive insight for industries that include top issues impacting CEOs, CIOs, CFOs, Sales, and Human Resource leaders. For example, CFOs in the amusement and theme park industry are concerned with increasing revenue sources during off-peak seasons, as well as financing high capital investment in equipment. With that knowledge, sales and marketing professionals can speak intelligently to a CFO about their top concerns.

Laura Huchzermeyer

Laura Huchzermeyer is an industry editor for First Research at Hoover's. She keeps a watchful eye on the financial services, construction, and real estate industries. Follow her on Twitter.

Read more articles by Laura Huchzermeyer.

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