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Solutions Marketing

Vicki O'Neill Cincinnati

What's the difference between:

Option A: "Buy this device with a 5.8" screen, 12MP rear and 8MP front camera, Snapdragon 845 processor, 4GB RAM, 64GB with expandable microSD up to 400MB storage phone"


Option B: "Buy this device that allows you to manage your schedule, check your email, post and respond to social media interactions, create and edit a video for your VLOG, talk to your parents and Live stream with your friends"

Besides the obvious "Buy" that no one ever starts their marketing or sales messages with, the difference between these two is conveying features (Option A) and benefits (Option B). Which do you think would gain greater interest by the majority? If you chose Option B you are correct. Using the benefits of a product in your marketing message (and ultimately sales conversation) is more relate-able, or relevant. Yes, consumers of this device will want to know the features however listing those out isn't what's going to gain interest in the average of 3-seconds you have to attract attention.

When your're marketing to your audience, your message should be solutions based - like Option B. What's listed in Option B is the "why" a consumer will consider that option. The reason they are even looking is because they have a problem that needs solved. And as a brand or brand ambassador, your job is to share through your messaging how your solution will solve their problem better than any other option. Consistent, repetitive and ongoing messages are key. Telling a story, i.e. showing how people in your target audience use this device, will gain even more interest and conversion.

Solutions Marketing is similar to the message and conversations the Sales team is having with the same audience - but at a different point in the process. As a marketer, you need to gain their interest at the beginning of the process and as a sales person, you need to win their trust. Between the solutions message from Marketing and gaining trust from Sales, there's a greater chance of closing that deal.

As a marketer, your role is extremely important. As the "messenger" to your ideal customers, the message needs to be consistent from the beginning to deal. With that said, take the lead with your sales team to align communications, identify any gaps and correct any differences between what you are doing in Marketing and what the Sales team is doing with their conversations. If needed, find someone who has transitioned between these roles - was in sales and now marketing or was in marketing and now sales - to lead this initiative. If you don't have someone on staff, consider hiring as a temp or permanent employee, a Sales Liaison - a person who understands both marketing and sales and is equipped with the vernacular to bridge any gaps between the teams.

If you need help determining next step, sent me a message and I'll help you navigate next steps.


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