Promote people who are cooperative team members
Some might say that sales and marketing “personalities” are two very different animals. They think differently and act differently and approach the same customers with very different points of view. Added to that is the unspoken habit they each have of “looking down” on one another.
One way to integrate these cultures is to have the marketing department and sales people both report to the same department head. Simply by spending time near people, with joint department meetings and problem solving teams, helps to break down barriers that no technology band-aid could achieve. And then promote those who are cooperative team members. It shows that cooperation is valued, and those values will become part of the new culture.
B2b Online Marketing Tip: Does Your Website Make it Immediately Clear What Your Company Does and Who it Serves?
Take a fresh look at your company’s website. Does your Web site make it immediately clear what your company does and who it serves?
Does it clearly spell out:
- The products or services your company sells?
- The most common applications for your products or services?
- The types of businesses or institutions you serve? business? education? government?
- The size of organizations your company serves? large? medium? small?
- The geographies you serve? local areas? states? countries? regions of the world?
And don’t fall into this trap: No matter how hard you try, you can’t have the perspective of an outsider. Come up with a few objectives for your ideal website visitor, have some real outsiders try to accomplish them, and watch and listen to what they are going through. It can be quite revealing and the insight can be helpful to getting the results you want.
You may have a number of live seminars, workshops, webinars), videoconferences, trade shows and speaking engagements planned for future months. Here is a short summary of how best to use events to drive sales and revenue.
– Leverage other marcomm tactics such as direct mail, email and telemarketing.
– Speak or exhibit at others’ events, saving the time and expense of running it yourself.
– Use events to move known prospects along the sales cycle, rather than focusing on those who are new to your company.
– For mid-stage prospects, use “bite-size” events, such as “lunch and learns,” “executive breakfast briefings,” or webinars.
– For hot prospects who have already indicated they are close to buying, offer events that will give them details they need to make the final decision.
I go into more detail about this making the most of events in your marketing plan in my article What role should events play in your marketing plan?
What’s a more cost-effective way of making a business-to-business sale? Saving the one-to-one sales calls until the end.
Most of the fastest-growing companies I know don’t rely solely on one-to-one sales contacts to grow their business. Why? Because it’s difficult to find effective salespeople, and often it takes too long for new salespeople to start showing a favorable return on the company’s investment.
Instead, the more successful companies leverage lower cost-per-contact, one-to-many marketing tactics to address the front end of the sales pipeline: prospecting and qualifying after sales lead generation. Then they focus their more costly one-to-one in-person sales contacts on the end of the pipeline: the heavy lifting of doing demos, crafting proposals and closing sales.
Doing the Math
How many prospects do you think your salespeople can visit during a given day? Unless their territory is limited to the immediate neighborhood, I’d say they’ll probably be able to schedule a maximum of four meetings a day. Add these numbers up and you’ll find that your average salesperson can complete 200 in-person sales visits a year at most (50 days multiplied by four visits). My experience says that the average B2B close rates are close to 20 percent to 30 percent, meaning average salespeople will only close between eight and 12 sales from their 200 in-person sales calls!
They would be 40 percent more productive at closing sales if they only had to make an average of three sales visits to close a qualified business lead that was generated for them by marketing.
Use B2B Marketing
So instead of adding more salespeople to knock on more doors, use marketing to cost-effectively contact your prospects and fill the sales pipeline with qualified leads via sales lead generation tactics. Doing so will result in more sales-ready opportunities that your salespeople can turn into new business, meaning greater sales revenue and profits for your company–and maybe a raise.
The full article with more detail and calculations is available at: Sales Lead Generation and Qualification: Use B2B Marketing