By Jake Meador | 31 Mar 2020
Helping people move from “aware of a product” to “actively wanting to buy a product,” is one of the hardest things for a business to do, isn’t it?
The objections people raise are many.
The timing is wrong.
They have other needs.
They’re not sure this is the right fit for them.
To overcome these objections, you need to understand both your product and your customer well enough that you can address the most acute concern. And you need to do that at the right time and with the right offer.
That’s the challenge.
The greatest benefit to using SMS marketing for sales and revenue is simple: SMS offers a reliable, personalized form of messaging that allows you to reach the right people at the right time with the right offer.
You can be confident that you’re reaching the right people via SMS marketing for a simple reason: They gave you their phone numbers and invited you to text them. That’s a strong signal of interest in itself. Moreover, if you have additional data about your followers, you will know what they have bought in the past, what their interests are, and, hopefully, what their biggest challenges are that your business is able to help them address.
Timing is one part listening and one part agitation.
Put another way, there is never a ‘perfect time’ for someone to make a purchase. We can always find reasons not to buy.
That being said, there are times where it makes more sense to buy than others. And when your prospect is in such a time, the best thing you can do is provide the kind of agitation needed to help them make a purchasing decision.
You can do this through a variety of means. Creating a sense of scarcity or urgency is often the best method: Offer a short-term discount or a limited number of coupons. These things encourage people to act now before it is too late.
So when we talk about reaching a person at the right time, part of that is waiting and observing until the time to make the sale is right. But part of it is also using your marketing—including text messaging—to help move them toward a purchase. You can, with clever marketing, make it be the right time.
Successful selling requires careful listening.
If you aren’t listening to your prospects, you don’t know what they want.
But if you are listening and asking the right questions, then you’ll know what to offer them.
It could be that they are driven mostly by a desire to have quality products. So in their case, you need to talk about the superiority of your product offerings and demonstrate the fact that you are a prestige brand within your industry.
In other cases, a buyer may be driven by seasonal needs. In that case, you need to understand the particular challenge facing them at that moment and be able to demonstrate how your offering helps them address that problem.
The point is you need to listen well and then react in a relevant, targeted way.
We have already noted that:
📱 SMS helps you reach the right people since you can, in fact, only send SMS messages to people who have already opted in to receive communications from your business.
⏲ SMS also helps create the right timing, as you can use SMS messages to alert prospects and customers to short-term deals and discounts.
🎁 Finally, SMS is a highly versatile, customizable marketing channel, which means you can easily condition the offers you send out to the needs of your customer.
In all these ways, SMS helps you to improve your sales performance, which will lead to higher revenue and, ultimately, higher profit.