Effective communication is grist to the mill for businesses of all sizes, from small to large. However, in an attempt to find new ways to secure more sales, businesses generally pay heed to all possible strategies but most often overlook the importance of a simple yet powerful strategy, i.e., sales communication. Whatever sales technique you use – be it cold calling, upselling, or cross-selling, communication is the heart of all techniques. By incorporating graphics, illustrations, images, videos, and other visual elements in your communication strategy, you can achieve your sales objectives successfully.
Visual sales communication is a double-edged sword – it helps make meaningful connections with the potential customers, and at the same time, provides a critical link between the sales team and internal teams, such as marketing. Further, it provides salespeople with the right information, at the right time and in the right place.
In this blog post, we have covered some visual communication strategies that can help you boost the brand’s value and take it to the top of the buyer’s list, thereby increasing your sales. Read on!
1. The Visual Case Study
A case study illustrates a detailed and in-depth analysis of a particular project. Through case studies, you can depict the challenges that your clients/customers faced, how you solved them, and how your solution benefitted the clients’ business. And if you add a visual appeal to your success stories, you can nurture prospects in a persuasive manner through the buyer’s journey.
In a nutshell, case studies can turn out to be valuable tools to encourage prospects to choose your offerings during the critical decision stage when they are assessing who can provide them with better solutions.
Different ways of incorporating case studies in your sales collateral:
- PDF – You can save case studies in PDF format and share them with the prospects via email.
- Landing Page – Landing page case studies are prepared to convince website visitors that you are the right company/person to solve their problems.
Example: See how nicely Hubspot has covered the success story of one of its customers on its website’s “Customer Stories” page. A banner image at the top summarizes the entire story for readers to understand whether they would like to read the entire article.
No matter if your case study is in the form of a landing page or PDF, both formats allow you to add hyperlinks to the “contact us” form or email address, thus enabling prospects to take the next step.
- Corporate Deck – You can help decision-makers make the right decision by incorporating case studies in the corporate deck.
- Social Media – Marketers can also showcase some of the selected case studies on the social media handles of the organization.
Example: Twitter shared one of its success stories about one of its users – Bahia Principe, a travel booking site. It showcases how Twitter helped the company boost its business. The beautiful presentation of the case study is enough to grab the eyes of potential clients. Isn’t it?
2. Capabilities Presentation/Sales Deck
Capabilities presentation aims to demonstrate the capabilities of the sales team to meet the clients’/customers’ needs and provide support in solving business-related problems. A well-thought-out, customer-centric presentation can help gain a valuable competitive advantage.
Below are three points that must be kept in mind while preparing capabilities presentations:
- One presentation can’t serve the needs of all clients. So, you must customize the sales decks as per the unique requirements of each potential client/buyer. You can repurpose and reuse the content and visuals to get a good head start with the existing presentation and save your precious time.
- Leave a lasting impression by including customer quotes.
- There is a reason why you have created your sales deck (you want to encourage your intended audience to take some action). Make it clear to the audience by adding the right and relevant CTA (call-to-action).
Example: Go through the sales deck of Zuora, an America-based enterprise software company that provides accounting software customized for subscription-based services. They have kept the text minimal and used statistics, facts, and thought-provoking statements. For setting them apart from competitors, they have used image-rich backgrounds, which go well with their message of how crucial it is to adapt to the changing times. The deck positions itself as the perfect solution to the problems of potential clients.
3. The Service/Product Video
Whether you are selling to prospects or investors, it is important to make them believe that you understand their problems well and can provide them with the best solution through your service/product. What could be the better medium than video to get your message across? Along with the features and benefits of the offering, you can also include customers testimonials, fan-sourced content, employees at work, and behind-the-scenes in the video to help leads make an informed decision. Or you can have any of the following videos in your sales collateral:
- Product unboxing videos
- How-to videos
- Product review videos
- Feature videos
- Tutorial videos
Example: See this video by Native Union, a firm that aims to empower the modern lifestyle through beautiful tech accessories. The video focuses on both needs and wants of the potential customers.
Visual communication has emerged as a new form of communication, specifically in the time of Covid-19, providing marketers an opportunity to present their products in an eye-catching and engaging way. To sum up, including an effective visual communication strategy in the sales process is the need of the hour to convey your brand image to the customers in an explicit manner and increase the likelihood of accelerating sales. So, jump on the bandwagon and drive success to your business!
Did we miss any visual communication strategy that you think should be included in the list? Leave your comment below. Also, do share the blog post on your social media channels.