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Integrate These 12 Business Trends For Increased Marketing and Sales Results -Part 3
by Peter Rathmann on March 28th, 2015

In Part 2 ​of this blog, we provided an explanation of the second set of four of the business trends. Here is a further explanation of the third set of four business trends to be integrated into your marketing and sales efforts.

9.    Build Repeatable Processes
Why re-create the wheel?  Doesn’t that work alright?  Business development is all about volume and velocity.  We’ll talk about keeping it simple in point #11 but I will ask a simple question: What if you could predict results based on what information you have and what activities you executed regularly?  Too good to be true?

How efficient would your business development efforts be if you were able to on-board new customers without having to do things differently every single time?  I am talking about pricing, contracting, delivering, billing, and even resolving complaints.  Did you know that the average person in a business development role is only able to “sell” about 10% to 20% of the time because they take it upon themselves to do everything else because there are no processes in place?  What would your sales look like and what would everyone’s paycheck look like if your business development team could “sell” 60% of the time?
    
10.    Business Skills
Have you read the book “The Challenger Sale” by Mathew Dixon and Brent Adamson? If not, you should (link).  The book identifies the successful traits and skills of the business development people that have been exceeding expectation since the latest “recession.”  Equip your business development team with the tools to understand business, not just the products and services you offer. Give your business development team the ability to understand how your customers make money. Stop talking about your product and service and start talking about how your product and service can impact your customer’s revenues, efficiencies, and profits and add value to their customers.  Help your business development team become advisors to their customers and your business relationship with your customers will evolve from a supplier to a trusted partner.

11.  KISS
In a previous post, we talked about the four “F” words you should be using when talking about your efforts.  Those words are: focus, fill, forward, and finish (link).  Whatever your efforts may be, they should be focused on the right activities that are designed on filling the funnel, moving opportunities forward, and finishing (closing) the opportunities that you have been cultivating….keep it simple stupid……that’s it! How much “new” business can you find and how fast can you on-board “new” business and use your sales funnel metrics to help you get better?
However, you need to be aware of opportunity costs your current marketing and sales structure and processes may be producing.  Beware of “non-selling” activities delegated to the personnel that are responsible for your business development efforts because they will cost you money. These non-selling activities will impede new business development and should to be reviewed and be delegated to appropriate support personnel. Ask your team about what is keeping them from spending more time in front of their prospects and take the excuses away.

12.    Accountability and Transparency
Sales is a team sport.  Is everyone rowing in the same direction for the successful growth of your company?  The actual activities that are associated with business development transcends just the marketing and sales department.  Everyone in your company has an impact on your prospective customers and your current customers.  What are the customer touch points? What are the roles and activities that are needed at each touch point?  What needs to happen by whom and when to be successful?

Once you get everyone on board, determine what the goals are, determine the metrics to be measured, determine who is responsible for the appropriate activities, and make the results public so everyone holds each other accountable.  One of my favorite tools is a “war board” that is visible to everyone.  This single tool has aligned more efforts and generated more results than any other tool I have seen.  I don’t care if you use chalk, dry-erase, spray paint, oil paints, or even permanent ink.  Just make sure you are using something visible to all for documenting progress.

Integrating these 12 business trends into your marketing and selling efforts will make a positive impact on your results in a short amount of time when committed to.  If you want to grow your business or even just your individual marketing and sales business development efforts, prioritize which of these 12 business trends could make an impact your marketing and sales efforts and make a plan to integrate them over the next 30-60-90 days. 

Feel free to contact us if you would like some guidance and there is some additional guidance available in our other blog post: ​Developing Your Execution Plan for Next Year


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


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