"We've always done it this way and it works for us."
Or the ever popular cynical alternative:
"We've always done it this way, and although it's not the best solution for us, it's too much of a headache to change right now and it still works for us."
Tradition and brand loyalty (for whatever reasons) are tough to break in HR buyers. It takes persistence and a lot more than a cold call and a few marketing brochures and e-mails to break the ice.
What it takes is:
A search-optimized marketing website
Nailing your primary messaging and key differentiators (versus your competition) – make the business case that you can provide better ROI and affect their bottom lines.
Multiple value-based messages in multiple formats – i.e., content, content and more content – white papers, research reports, case studies, press releases, surveys, blogs, podcasts, online video interviews, Webcasts and so much more
Integrate with traditional marketing activities – events, speaking, advertising, direct marketing print campaigns, award competitions, etc.
Don't bang your head; lather, rinse and repeat. That is what our latest marketing eBook is all about. And it works.
Don't nickel and dime your prospects with slight of hand marketing or self-serving sales pitches. Give them something they can apply to their companies today to improve their bottom lines. Position your firm as a thought leader and a partner to them, no matter how long the sales cycle.
It'll take time to break this type of prospect, but at least you can stop banging your head against the wall and start executing value-based marketing and PR campaigns.
Labels: direct marketing, public relations, sales objections, search-optimized website, white papers