This is my third note in a continuing series discussing the five considerations that sales reps must employ when selling in today’s world. They are pull versus push marketing, media choices, disciplined timing, selling cycles and buying cycles. Today, we’ll look at media choices.
Which media or combination of media should you use to reach your customers? Video? Audio? Written text and graphics? Each type of media has its advantages.
Videos are great for product announcements, demonstrations and tours. With video, you can what your products look like and demonstrate step by step how to use or operate it. Videos can run for as little as a few seconds or as long as you need. In addition to product demos, use video to deliver messages from your leadership or spokesperson to customers. These can be done as “talking heads” or during a tour of a plant or other relevant location. Top video platforms include:
Audio is excellent for delivering educational materials using vehicles such as podcasts. Using audio messages, you can reach your target audience during time that they may otherwise be unreachable, such as driving time. Audio messages can be brief, such as a 15-second radio ad, or more extensive like an audio book. Top audio platforms include:
Written text and graphics-based communications are very traditional, but they have their advantages. Written communications can be either digital or paper based. The key advantage of written communications is that you can present both text and images that can be quickly scanned or read. Audiences are very familiar with written communications and can often process them efficiently. However, written communications, unless well done, are usually not as engaging as video and audio. Top vehicles for written communications include:
Identify which media and which platforms are most effective to reach your target audience. Usually, a mix of media, based on the information you need to convey and the habits of your target audience, is most effective in reaching the widest market.
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