WHO DO YOU WANT TO TALK TO?
If you have a crystal clear idea of who you want to talk to, then you have a much better chance of finding them. And not just "biz stats" (like role, industry, size). The attitudes, beliefs and focus of the key decision makes (and company culture) have a huge impact on fit.
WHAT DO THEY CARE ABOUT?
Let's face it... your prospect doesn't care about you, what makes you special, or your company aspirations. They only care about themselves - their goals, their challenges, their needs, etc. To inspire them to engage with you, all your material must speak to them (not talk about you).
HOW CAN YOU WIN THEIR ATTENTION?
If you know who you want to talk to, and what they care about... now you must inspire curiosity in what you will do for them.
Today's sales environment is full of competition - and not just other companies like yours. Your competition is basically anyone who is fighting for their attention.
There's a greater need than ever for thoughtful, carefully executed strategy that intrigues your potential customers into action.
HOW CAN YOU HELP THEM BUY FROM YOU?
People love to buy things (and don't like to be "sold"). Do you know how your customers want to buy from you? What risks/concerns are holding them back? Who, or what, is holding up the process?