4 Steps to Improve Sales and Marketing Communication

Customer engagement is a vital part of any business. Keeping communication with customers in mind is a necessity in daily operations and ensuring the success of your product. When communicating with customers you must establish value, empathize, find the most engaging approach, and provide the customer with control. Follow these 4 steps to improve your sales and marketing communication with customers.
Find Value
To engage with customers you need to establish what they value. Look at their pain points and provide solutions for these problems. Present your product in a way that shows how you’ll make their lives better. Customers want to do business with people who understand them and can identify with their values.  Signal you truly understand these issues burdening your customers by providing relevant solutions.  
Research your target market and survey current customers to identify major issues they face.  Respond to these issues with targeted communication and marketing material. Communicate the value of your business directly to current or potential customers.  
Empathize
Empathize with your customers and show that you can understand the problems they face. As a company it’s important to be professional, but it is also good to be relatable. Show your humanity and understanding for each customer as an individual.  
In person, look at body language, facial expressions, and listen to tone of voice.  Over the phone pay attention to tone of voice and word choice.  Via email look at word choice and punctuation.  Focus on these details to best understand what the customer is looking for and how to help if they are anxious, confused, stressed, or mad. This guide to sales communication is a great way to understand how to better communicate with customers. 
Reading your customers thoughts is difficult, especially if less interaction is done face-to-face. Understand how to better engage with customers and practice regularly for best results.
Best Engagement Method
Observe the best method to interact with your customers. Do your customers respond best to interacting face-to-face, through phone, via email, etc.? Find the most successful way to communicate with your customers by testing different approaches and measuring the results. Track positive and negative responses to different sources of engagement.
Once you find the best engagement methods, use the top ones company-wide. Customers like to interact with a company in a variety of ways. Consider instant chat boxes for your website, a support email address, and a support phone number.  Think about the different ways your customers would like to contact your company and make it easy for them. Provide these communication channels in an easy to reach place on your website, in your app, or on your business card. You ultimately want to find what best fits your target market to provide the best engagement experiences.
Provide Customers with Control
Allow your customers to opt-in to further engagement.  Customers often want to have control over their contact with companies. Therefore, it is great to allow customers to be the decision maker when it comes to certain forms of communication.  
Allow customers to have the option to sign-up for subscription emails or mailed promotional materials. Let the customer have some control over how often they want to engage and how they want to. Giving authority to the customer creates a positive and comfortable experience.  It is important to maintain open-communication with your customers – allowing them to set the pace will help you engage with customers even more.
Follow these steps to improve your sales and marketing communication and customer engagement.  Understand your customer’s values and how to communicate while giving them full-control over engagement. Measure the best forms of communication and track your results to guarantee increased engagement.  

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