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Integrate These 12 Business Trends For Increased Marketing and Sales Results -Part 2
by Peter Rathmann on March 21st, 2015

In Part 1 of this blog, we provided the complete list of the 12 trends to integrate for increased sales and marketing results and a explanation of the first four of the business trends. Here is a further explanation of the second set of four business trends to be integrated into your marketing and sales efforts.

5.    Original Content and Marketing Automation
I am sure you have seen or read plenty of white papers on how SEO is positively impacted by the original content you produce about what you do and how it impacts your customers’ business just as much as you should be communicating on every channel that the internet makes possible.  I have to say that I have seen the results of this and you need to take it seriously.  What have you done to document what you do? Do you even know how you make a positive impact on your customers? What are you doing to tell the world about it?  Who are you even talking to?

6.    Micro-Targeting
Here is the answer to the last questions in point five.  If you are utilizing your CRM system and marketing automation processes properly, then you should know which customers are ideal, which products are profitable, what market segments are growing, what lead sources are productive, and what activities are working.  How efficient would your business development efforts be if you knew who you should talk to, could communicate how to increase your customer’s value to their customers business, and knew what products you need to sell more of? Instead of trying to be something to everyone and doing and saying what you think is right, why not let your customer intelligence and business intelligence tell you what you should actually be doing and saying? 

7.    Mobility
In a previous post about legacy sales teams (link) and in the words of the immortal Montgomery Burns, it is time to “release the hounds.”  Is your business development team expected to clock in and clock out on-site, working from desktop based software, making phone calls from a desk phone that is within proximity to 15 other conversations in the background, or do they have tablets or laptops with cloud based applications, have VOIP solutions that make them available seamlessly from anywhere, and have the autonomy to develop relationships anytime and anywhere?  It is a 24/7/365 global economy that demands success to let go of traditional management and take advantage of every opportunity that presents itself.  Why do you think E-Commerce is growing? What time of the day did you place your last Amazon order? 

You would be correct to set some boundaries for your mobile business development efforts but you would be foolish not to explore the technologies and practices that have helped the successful 1% we mentioned.

8.    Face-to-Face Marketing
While we are on the subject of mobility, how are you incentivizing your business development team members to get in front of customers and prospective customers?  Especially in the Milwaukee and WI marketplaces, showing up and talking to people is probably 80% of business development success.  Magic happens when people get together and have conversations about what each other does.

With people you know, the conversation should have a point and targeted results.  With people you don’t know, there is a different approach.  I learned this from Robert Rose at a BMA-Milwaukee event in February of 2015 (I forgot where he stated it was from or if it was original) and it just seemed to make sense.  When talking to an individual that you have never met before at a networking event or an event where you have a shared interest, use the (FORM) framework to structure the conversation.  FORM is an acronym for (F) Family, (O) Occupation, (R) Recreation, and (M) Motivation.  Tell me about your family, tell me about what you do, tell me about what you do for fun, and tell me about what gets you out of bed in the morning.  I think your conversation will be amazing and probably lead to a next step with both of your efforts. Continue to Part 3


Posted in Business Skills, Business Strategy, Sales Management, Strategic Planning, Business Trends    Tagged with Business Strategy, Strategic Planning, Sales Management, Business Skills, Business Trends


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