Sales people with NO marketing help!
Wow, there are too many of these!
Do you want great results from your sales people / sales efforts from your team?
Stupid question, I know… but there are still heaps of companies, who still expect great sales results from their sales people without giving them any marketing assistance.
In short if your sales people are continuously cutting margin to sell – you have a very large underlying problem.
If your only method of getting new customers on board, is ringing and emailing the potentials… you also have a major problem… the two are linked!
There are so many analogies I could draw on here… here’s one for the sports fans.
How do you think Gary would have progressed in his career without a great agent?
Professional athletes are a lot more successful when they have an agent helping them with the myriad of tasks like sponsorship and booking the events that will ultimately maximise the athletes success. Without an agent, the professional athlete would have to spend time on tasks that are not their specialty… hence not spending the much needed time to train, to maintain and increase their abilities, not to mention delivering the goods on game day.
Why am I banging on about the importance of marketing, through a sports analogy?
People are sick of hearing from marketing companies “banging on about marketing”!
I really didn’t understand how important marketing was, until I worked with a company who had a dedicated marketing department; with people whose job it was, to attract customers.
Importance of marketing
Marketing has always been a deeply important part of great sales companies. For some reason, the “wheel” continues to be reinvented time and again by people who think that facts and case studies are too old to be acknowledge as valid. Sales and all of business are a lot more successful when implemented with a well rounded plan, including a marketing mix.
All businesses have at least one person whose responsibility it is to make sure that the company has sales coming in… otherwise there is probably not going to be a business for very long. Don’t get me wrong, sales people can sell without a marketing department; however their effectiveness is hindered.
The way customers buy products and services these days, is one of the reasons I’m so passionate about great marketing. You may or may not be aware, that there are two categories of marketing, which differentiates the way that marketing and sales are conducted now – as opposed to that of yesteryear. The reason there has been a shift is simple… the internet has come of age and the modern buyer understands most of what they need before they consult suppliers of their chosen solution to negotiate with.
Inbound marketing is a marketing methodology that is designed to draw visitors and potential customers in, rather than outwardly pushing (outbound marketing) a brand, product or service onto prospects in the hope of generating leads or customers.
The difference between inbound marketing and outbound can be best compared to analytics and the way modern tools can much more quickly develop an accurate report of the current state of a business. They also more accurately forecast a businesses future prospects, than manually collecting data on spreadsheets and filtering, laying over and cross referencing the data… the way people had to do it, before the development of BI software.
If you are a business owner or in-charge as the senior manager, do yourself a favour and invest in someone who understands the basics of modern marketing and has some relevant experience generating leads with inbound marketing. They will help you hit more of your targets and also keep your sales people from continually cutting margin because they are more likely to implement a competitive analysis to make sure your company stands out from the crowd!
We are not here to develop new marketing or sales ideas, we merely compile what has worked for us and from people we respect in the global marketing world. What works now, is different from what worked 2 years ago; so we also invest a large quantity of time each month keeping ourselves abreast of what is current and best practice from around the world.
Keep fighting the good fight and feeding your potential customers with great value – not pushing your products down their throats.
If this topic is making you hot under the collar, and you would like some ideas on how to start warming up your sales pipeline with a few easy and essential marketing basics (that anyone can do), sign up below and we’ll add you to the tips and tricks email list for those DIY’ers out there.
We have also created some great material to help you understand where the world of sales and marketing are at, if you’re still reading this… email us and we’ll direct you to some answers from those we respect, including some or our own informative blogs.
Great marketing results, are the start of great sales results… it’s that simple.
To have clarity in your sales pipeline, there needs to be a transparent and robust marketing system and a good sales process. Development of new opportunities and also re-marketing to existing customers are extremely important components to start achieving great sales results. With the right marketing mix and sales framework, you get all of the above.
A great marketing mix will ensure that your plan, process, strategy and structure are well thought out and therefore aligned for a start. Putting in a good Plan, Do, Check and Act cycle will make sure that you are Testing and measuring – to be assured that you are on the right track and getting great results.
Putting it all together well – will ensure your team is not only efficient and effective, they are also able to be kept on track and see where they are headed. Keeping your team healthy and happy should be one of the considerations.
We are in business to partner with people to properly diagnose the root cause of the roadblock to their business growth.
Our aim is to lead businesses into growth, through the growth cycle and out into continuously growth outcomes.
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About the Author
Matthew Benn is the founding partner of Alongside Business Consulting. He has been a senior Marketing and Sales leader for over 12 years, as well as being a small business owner for more than 8 years.
He really enjoys the challenges and successes that come with developing people and growing businesses, hence has taken these passions and put Alongside Business Consulting on the map.
Our aim is to curb the frustrations business owners have, with sales and marketing; therefore helping them take control of their destinies to build their businesses successfully… Business Growth Simplified.