• Make your marketing message specific to your target customer. For instance, I see on your site, you have a testimonial from a Forensic Medical customer, but not a whole lot else on specifically what you can do for customers in the medical industry to address their specific technology concerns and issues. This will be a huge market moving forward as this market continues to struggle with outdated records management and HIPAA requirements.
• Make your message is in their “language”. Do your customers speak HIPPA, IDIQ, GSA, GSTP, NCLB, VoIP, SMS&P? We do. By speaking their “language”, it let’s them know immediately you are used to working with organizations like theirs and will have a very limited learning curve when working with them.
• Make your message specific to target job functions. Knowing who the decision makers are at your target prospects and directing your message specifically to their issues will yield solid results. Be mindful that in this economy decision makers may have changed and may now include more people at the organization. I will be sharing in the seminar a message I have used to open the door with Sales Managers of Fortune 500 technology manufacturers successfully for many years with minimal edits.
• Instead of telling, what you do, think in terms of what you can do for them. Selling is not telling. Selling is persuading. I understand this can make some folks uncomfortable but there is a systematic process to creating a compelling case that makes the art of persuading a little more “scientific” for the technically minded. I will cover this more in the seminar. 

It’s an old cliché, but it bears repeating: Nobody who bought a drill wanted a drill. They wanted a hole. What this means for you is that instead of providing information about drills, you should deliver information about making holes.

As a marketing company, our message is focused on how we help technology providers drive sales results. We do talk about the metrics of our marketing campaigns, the integrated nature, the certifications of our staff but we talk about these areas in terms of what they mean to our customers from the perspective of our ability to help them drive sales results.

Are you talking about your technology solutions in terms of how they will assist your target prospects in attaining their desired results? In some cases, they may not even be aware that there is a faster more effective way to achieve their desired results. Are you clearly articulating the better way?

Second, you have loads of references from some of Middle TN’s most prominent companies. Are you:

• Asking these references for referrals?
• Leveraging social networking to know which prospects these references might be connected to? Can they help you get the door open?
• Sharing specifically with these references that you are expanding your business and would like to know what they appreciate about you, why they buy from you so you can leverage that information? Some of our best marketing messages come straight from our best customers.
• Targeting companies similar to your best customers?

Finally, now more than ever you must be brief and compelling. Our prospects have heard it all before and they do not have time to hear it again. What are your nine to ten most persuasive reasons to do business with you today? Can these be bulleted into a compelling opener?