What do your prospects want?

Most businesses operate on the profit principle so the dominant need for most of your clients is MONEY. Profit-motivated companies want to:

• Make as much money as possible
• As quickly as possible
• For as long as possible

Responsible companies set financial controls in the form of budgets as you can’t run a profitable business without good cost-control.

However, a profit-motivated company will spend money over and above their budget (which was probably only based on what they spent last year) if they believe that this additional spend will increase their profit.

There are only 2 ways of doing this – by increasing sales or reducing costs – so it’s important to speak the same language as your prospect, which is helped by understanding the objectives of different decision-makers.

The Chief Executive is the king of profit. Show him that your proposal will increase profit and you’ve nearly made the sale.

The Sales Director is responsible for revenue – how can your media help him increase sales?

The Finance Director counts the beans. Are they spending within budget? Are they getting value for money? Are their processes streamlined?

Marketing Directors will be wearing one of two hats – either strategic or operational. Their strategic objectives are to increase the company’s competitive advantage, understanding what their customers want and developing new products.

In operational mode they’re looking at ways to attract customers, keep them satisfied, and maximise their value. Essentially this is the 4 Ps of marketing.

But why do people buy?