When done properly, marketing and sales communications eliminate any and all doubts prospects have. But before a message can accomplish that, it must contain these five ingredients.

1. The true cost. Include all costs that prospects will incur when making a purchase. Hidden fees (like shipping charges) that are revealed last minute drive prospects away at the worst possible time — after you’ve spent time, money and energy getting them to the brink of the sale.

2. The objective. Explain what the product or service will achieve. If the main focus is to reduce production costs, try to explain how it will be done.

3. The process. The prospect should be told when the product will be made, shipped and installed. Just be sure to keep in mind that it’s never a good idea to over-promise, because customers will hold you to it.

4. Expected results. Remind prospects of what the benefits are by explaining the impact that the new purchase will have. It’s a good idea to clearly display why it’s in the prospect’s best interest to do business with you.

5. Closing arguments. Re-state the points that caught the prospect’s attention in the first place. If your company’s reputation is what grabbed them, try to include customer testimonials.

What ingredients do you find work best in your sales/marketing communications? Share them in the Comment Box below.

Tags: communications, marketing, reputation, sales, testimonials