Make Sales and Marketing One Strategy
I visited a prospect yesterday to talk about their marketing and sales program. Their business was down, marketing was not working and they didn’t know exactly what to do about it.
After reviewing their Web site and some promotional materials one thing was very obvious. Their marketing coversation was focused heavily on the business instead of their clients.
Worse yet, the business identity leads prospects to believe they were yet another entry in a very crowded market niche. There were hundreds of companies just like them, all competing for the same business.
The bigger challenge, however, was their marketing was a onetime event. It did not open a sales conversation. If a marketing piece fell on deaf ears, no other follow up was scheduled.
And that a sales secret you may not be using either.
Create a plan where marketing is followed up by sales with the goal of setting an appointment for in-depth discussions.
Marketing is step one of any business building activity. Its only purpose is to attract a qualified lead into your sales pipeline.