Are you a new company looking to launch your offering?
Or maybe you're at an existing company
but you have something new that you want to take to market.
Well either way this is not a moment
to just wing your go-to-market strategy.
You want to have a thorough understanding of
exactly how you're going to make sure
that what you have to sell flies off the shelves,
so to speak.
And a great go-to-market strategy can be
the difference between your offering floundering
or massive success.
It's not just about having something great to sell.
The strategy has to be rock solid.
So in this video I'm going to show you
the ideal go-to-market sales strategy,
five must-know steps to a big, huge launch.
Check it out.
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Number one, clarify what your offering does for clients.
The biggest mistake in sales that I see time and time again
is companies getting really excited
about the product or the service that they have to sell.
So when it comes time to introducing that product or service
to new prospects, what do they do?
They talk all about the product or service,
and they're focused on all of the benefits,
all of the awesome features that they have.
What the prospect is thinking to themselves is
I don't care.
I don't care what your offering does.
What I care is that it's solving my challenges,
it's improving my life.
So what we need to do is take a step back
from the actual offering, and start to map out
exactly what that offering does for clients.
I'll give you an example.
Let's say you have a marketing company,
and so you have a marketing service, an agency.
So it's really tempting to talk about
all the cool tools that you use,
and all of the benefits that you have,
but what does the prospect really care about?
They are about generating new business.
So how does what you do help them generate new business
or solve the challenges that they have right now
which is that they don't have enough leads
coming in the door, or their sales people
aren't meeting with enough new prospects?
Same thing if we look at the operations space.
Let's say you have a product
that will improve operational efficiency.
They don't care about exactly what it's doing
out on the assembly line.
They don't care at all.
All they care about is what is it going to do
to solve the problems that they have on the assembly line?
I hope you're starting to see the picture here.
Let's just imagine even in a consumer example.
Let's say you book events, let's say weddings, right?
It's so easy to get caught up in
how beautiful the space is and this and that,
but at the end of the day they want to make sure
that the event is going to be awesome,
it's going to be special.
So understand what your offering does for clients.
Once you have that, now you can communicate in a way
that the prospect really thinks.
Number two, map out your outreach strategy.
This is a place where I find so many organizations
are really haphazard about
what that outreach strategy is going to be.
It's basically hey, we have a list of people,
maybe we do, maybe we don't, and what we're going to do is
we're gonna call them, we're gonna email them,
we're going to send out some stuff,
but we don't really have a clear understanding of
exactly what we're doing at each step.
So what we want to do in this go-to-market strategy is
really map out what does the entire process look like,
what does that entire outreach strategy look like?
When are we making calls, when are we leaving voice mails,
when are we sending emails, what do those emails look like,
what do they say?
When are we sending a package?
What are we doing for advertising and
how does this all fit together?
So what I challenge you to really think about is
what does this whole process look like,
and then start to fill in the gaps of exactly
how we want to have each script looking
and all of that.
But when we map out that entire outreach strategy,
it challenges us to really think about okay,
where do we have holes here?
What do we need to be doing, what could we be doing better?
How could we utilize maybe some other tools
like LinkedIn or
any other type of a tool
that's maybe more marketing focused?
It doesn't matter, but how do we fill in all of those gaps
and make sure that we have the content that we need,
everything that we need?
Once we have that laid out, now we have a much more clear
and concise strategy for going to market.
Number three, get very clear on who does what.
It's so easy to say okay, sales team this is all you,
you just have to start contacting people and just go for it.
But again, I think what we've already done is
clarified that we need a more clear plan.
Oftentimes that plan requires a lot of different hands
on deck to make sure that the whole process comes together;
and to look at all of the people on your sales team as
just the same folks who have to make
the same types of calls is really not
looking at it strategically.
Of course you have the marketing folks
who are gonna be obviously much more focused on
the marketing piece;
but how do the different sales people fit
within different areas?
Maybe you're going to have some folks
who are just focused solely on outbound emailing
to cold prospects, so their whole job is going to be
focused on sending out emails.
Maybe you'll have other people who are gonna be
really focused on just making those calls,
following up on those calls.
Other people might be focused on
dealing with the warm leads.
Other folks might be dealing with the inbound leads.
Get very clear on who is doing what within this process,
and then of course how is the marketing department
serving you and the sales team to make sure
that these leads are really hot and are qualified?
Number four, execute with consistency.
There is a tendency,
particularly with go-to-market strategies,
to try to get everything done in a couple of days,
and quite frankly that's just silliness
because all it's going to do is either lead to burnout
or to just a really sloppy go-to-market strategy.
What we want to do is really lay out
what are the metrics, what are the expectations
over the next couple of months,
and how can we have those key activities done
on a consistent basis?
So let's say you're sending out emails
and you're making calls, and this all fits
within your go-to-market strategy.
How do you map that out and then execute
just a little chunk each day,
so at the end of the day you have a consistent
and repeatable process that even after
that initial go-to-market strategy, continues on?
So think about how can small chunks of work
be done on a daily basis to make sure
that this is executed not just over the course of
one big week, but instead over the course of
many months, and ultimately into years?
So it's really thinking about how can we have
consistent bite-size chunks that all come together?
Number five, assess how it's going and tweak.
This is really underappreciated.
I think sometimes we get into a flow
and we start doing something and it's kind of working,
and so we just stick with it and we never look back.
But the most effective go-to-market strategies
are dynamic; there is a component of
we're testing a lot of different things.
I don't want to call it the old pot of spaghetti
that you're throwing at the wall and seeing what sticks,
but to some degree we never know,
particularly in a go-to-market strategy,
because by definition it's new,
we don't know exactly what's going to work.
So my challenge to you is to think about
how can we start to have a process
for consistently identifying what's working
and do more of that, and whatever is not working
we stop doing.
So it's a process of constantly tweaking.
If you're sending out a lot of emails,
how can you be testing different subject lines?
How can you be testing different calls to actions?
With your calls, how can you be testing
different value propositions,
different ways of setting meetings;
all of these pieces that are going to come together
that you want to be constantly challenging
the assumptions that you have about what is
and what isn't working?
So this ultimately, you can see that this is a process
that continues to repeat over and over again
as we assess what's working and then continue tweaking.
So there is the ideal go-to-market sales strategy,
the five must-know steps to a huge launch.
I want to hear from you, which of these ideas
did you find most useful?
Be sure to share below in the comments section
to get involved in the conversation.
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