Helping Sales Breakthrough the “Bad Economy” Barrier

We all know the economy is bad, but that doesn’t mean marketing and sales can go on an extended vacation until budgets recover. With a little forethought and some hard work, marketing groups can really help sales when they are in front of a prospective customer who brings up the “bad economy” excuse for not moving forward.

The key is targeting customers that can get the most value from your products and services. Of course, first you’ll need to analyze what benefits your products and services actually deliver and hopefully increased productivity and cost savings will be among them. In this environment, generic claims will not convince the fence sitters to jump off. You’ll need to document proven results with hard facts and bottom line figures as well as customer endorsements that support your claims. And then you’ll need to present your case in a balanced, customer-centric way. Speak their language and map your product/service benefits to their specific industry challenges.

In our experience, we’ve found that white papers are the best vehicle for delivering this information to prospective customers. If developed properly, your white paper will present a well-reasoned and clearly documented case that showcases the business value your products or services can provide. In periods of slashed and frozen budgets, we’ve found prospective customers are more receptive to receiving and reading white papers than super slick sales brochures. The format just feels more substantive and better suited to current economic conditions.

Armed with a well thought out white paper, your sales team will have the perfect response to customers that lean on the all too convenient “bad economy” excuse. What’s more, with your white paper available for campaigns, you can start being proactive by promoting how your company can help others get through these difficult times.