4 Keys To Getting Your Marketing Unstuck - Reducing Hassle and Risk

Your Customers and Prospects are looking at how you can not only?meet their Product/Service?needs,?but also how you can improve their ROI.?

They are looking for 4 main ROI impacts:

• Can you improve my profit margins?
• How much time can you save me?
• Are you less frustrating to work with?than our current supplier?
• Can we minimize our risk?by working with you?

Last time we covered Improving Financial ROI and Time ROI. As a reminder:

1. Financial ROI

In B2B, your marketing must talk about how your product/services SAVES?or MAKES?money?for?your ideal customer.

• What is the financial benefit?of doing business with you?

How can you demonstrate that value?to their top or bottom line?

2. Time ROI

Along the same lines, how do your products/services SAVE?or MAKE?time?for your customers??Time can be a make-or-break variable for many businesses. This is true both in terms of efficiency?as well as market timing.

In terms of efficiency, time is money?when it comes to a team’s output.?

• Does your offer help reduce costs?by way of saving time?
• What other value could your customer create?with the additional time they realize?

The next are two overlooked - but hi-impact areas that generate Customer ROI.

Hassle and Risk

3. Hassle ROI

Money and speed are critical, but never underestimate the relief of a hassle-focused ROI.?

Decision-makers are constantly frustrated with solutions that don’t work as expected.?This is a powerful value proposition when you’re looking to make an impression.

One way to approach this is to address the hassle they’re experiencing?inside their own business.?

Examples:

• Quality or On-Time-Delivery Issues
• Staffing problems
• Clumsy technology or processes
• Inaccurate data and reporting
• Lack of key skill sets available internally

How can your external solution provide a smoother experience that aligns with their goals??Specifically, how does working with you present a better solution than solving their challenge?internally?

The other side of this equation focuses on the hassle they may have experienced working with?other vendors. This is a great opportunity, though it presents some challenges in terms of messaging.?You have to rebuild trust broken by others in your category. How can you demonstrate your ability to?fulfill your value proposition’s promises?

4. Risk ROI

When you look at a football team, all it takes is one or two weak links to create serious vulnerabilities.?Even a star quarterback becomes a risk if his left tackle is shaky.

Your ideal client faces a similar challenge: their business operates as a system that delivers value to?their customers. A weak link can threaten their system as a whole. In recent years, we’ve seen?massive disruptions to supply chains,?credit access, and many other challenges.

In some cases, your best value proposition might be as a risk-mitigation partner. That’s not necessarily?a break-glass-when-needed insurance policy. It might just be that you have a more reliable structure to?preserve your own role in their business system. This is especially prevalent if your customer looks for?lower cost suppliers overseas. We’ve recently seen how international partners are subject to economic?volatility and geopolitical conflict to an increased extent.

Understand exactly how your offer fits into their business system, and show your positioning lowers the?risk of their operation faltering.

Last Point

While it might seem like Business 101, many businesses don’t have as sharp a value proposition as they think they do.

Think about it:

• When did you last invest your undivided attention to your value proposition?
• When did you last sharpen your company’s messaging?

Or think of it this way:

• When was the last time you saw the lightbulb go off during a sales call? That moment when your prospect internally says, “This is exactly what I’ve been looking for!”

When you craft that kind of value proposition, everything else gets easier?– your marketing, your sales, your delivery, etc.?

This is how you get off a revenue plateau and get growth “unstuck.”

All of this starts with knowing exactly how your offer impacts your ideal customer - and their ROI.

To your success.

What do you think?

Use the comment area below and share your experience or advice on this topic.

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A former Fortune 500 Executive, he has helped BAE SYSTEMS, Eaton, GE Aviation, Smiths PLC, Transdigm address stalled growth, flat-lined revenues, declining profit margins; take a step back to more clearly & confidently navigate complex and rapidly changing markets, intensifying competition - increase clarity and control to reduce the uncertainty and risk around their strategy.

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Serious about accelerating your growth - and moving to that next level of success? ?Contact Rich at: [email protected] .