Most animal health pros will recognize someone they’ve worked with as they consider the perspectives in this article. The best sales reps have been personalizing their messages for years to decision maker(s). Karen Olson says we can learn a lot from savvy B2C marketers.
- Customize your messages for your audience.
- Give me a reason to switch.
- Reward me for choosing you.
- Know my name (at the minimum).
- Give me perks or privileges for being a loyal customer; and don’t make me ask for it.
- Help move me along in my journey.
- Know what I like.
Source: TED Magazine, November 2, 2017.
Most day-to-day choices are made by an individual. And sometimes, they affect both the company and the individual. That person buying your products is also who’s buying Tide or Charmin. She wants a product that works as promised for a fair price—and maybe a few other perks, based on where she buys.
INSIGHTS: AHD provides weekly content that can be used in personalized messages to draw attention to an issue, a previous conversation or set the stage for upcoming appointments.