When done right, company content can support sales efforts and divert many of the tactics used by buyers to negotiate. Below are some popular negotiating tactics buyers use and ways content can act as a platform for selling, not negotiating.
Your price is too high or Your competition is cheaper. Content should explain your unique selling proposition – all that makes you different from your competitors. Perhaps it is a customized solution, materials used, or area of expertise. When you know who you are, what you offer, and why your audience is looking to buy don’t discount, differentiate.
I’m Not the Decision Maker. Address the decision maker in your content. For instance, if you are selling trucking logistics in the entertainment industry speak to the tour production manager in the copy, not the entertainer. Content should reflect their concerns and a solution.
Add this and we have a deal. The ability to do so may not be within your company’s capability. Be explicit about your areas of expertise in your content and let buyers know it is a lack of ability, not desire, which keeps you from fulfilling their request. When you are able but not inclined to add something review your content then ask them for something in exchange.
This is my best & final offer. Make it clear in your content that you are not for everyone. Companies that pretend to be the answer for everyone, every time are not credible. Know when to walk away. It makes the audience remaining feel select.
Silence. This kind of stonewalling can intimidate companies that are uncertain and desperate. The best response may be a friendly and confident sounding email that lists why you think you’ve lost touch. A closing line may read something like this: “ Let me know if the problem is one of these or something I haven’t mentioned.”
Sweeten the pot. Mention in your content that you provide added value through extended warranties, guarantees, training, superior quality materials or whatever. This way you change the standard. The tone of your content can reflect your company’s position. Context is important to fend off overly high expectations. If you offer exclusives, say so.
We will start small then do lots more business with you… Separate the projects. Putting prices on your website gives everyone a place to start. Charge the amount on the site for the small project. When advantageous, assess possibilities for future business and be flexible.
Website copy, white papers, case studies, blog posts, social media and more are forms of content that lead a buyer to you and support your team throughout the sales cycle.
