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By Jeffrey Bosworth – Marketing Consultant |
Please note that information in this article may be time sensitive and specific to the date it was originally published. Please contact the author for updates to this information. |
As a full-service advertising, marketing and sales
training organization, we have the unique opportunity
to work with small to medium size businesses of all
types and sizes.
Quite frequently we notice a huge disconnect between the marketing department arid the sales department and their respective on-going initiatives.
Businesses survive by only one thing, sales, Marketing is used to help promote communication to prospective customers and the opportunity to grow sales, Here are a few suggestions while you examine your marketing and sales efforts within your organization:
Poll your sales staff and find out if the marketing materials (collateral, brochures, ads, etc.) speak WIIFT {What's In it For Them) to their potential customers and if the collateral assists them in closing new sales.
Create an on-going forum where the two departments can feed offeach other in a proactive manner to create all types of communication mechanisms that speak directly to potential customers in solving the" problems. Again, WIIFT.
Review your website. 80-85% of salespeople say the company’s website doesn't assist them in any way. What a isconnect this is, since the website is most likely the first place your potential customers will learn about the company.
Pull all current collateral together and
review the content, copy, graphics, color
schemes, imagery, CTA's (calls-to-action),
etc, and review them together with both
departments. Open communication on the
company's branding and perception is vital
in getting the phone to ring, increasing the
website traffic, and providing the
opportunity for sales to use the same
message to close new deals.
If the marketing department of your organization fully understands the needs of the sales team in terms of tools, training and technique, it can create collateral arid advertisements that enable the sales team to speak the same language when it has the opportunity to present and close a sale.
Your marketing should always augment your sales efforts and vice-versa, We find that on-going open communication between the departments in a mutually beneficial manner help proactive companies consistently grow even further. Foster that growth with a meeting between departments soon!
Jeffrey P. Bosworth is President of Sales Growth Group In Altamonte Springs. He can be reached at (407) 786·7330, ext. 101 or jpb@salesgrowrhgroup.com
