The marketplace has changed. This we know. What people may not know is today, a strong link between sales and marketing is essential to the very survival of any organization.
Those who will succeed are those who are willing to not only accept the change, but to embrace it. Innovative and effective sales and marketing strategies can give you the leading edge.
“I’m not a marketing person!” or “I’m not a salesperson!” are very limiting comments during these tumultuous times. Regardless of the size of your organization, it is essential for everyone to view himself or herself as part of the marketing and sales process.
Stereotypes about these roles limit many people. Stereotypes such as pushy, aggressive, self-serving, slick, liars, cheats, don’t care about the customer; the list goes on.
Although this is the case with some, it isn’t with many others. The key to success is to lay a very solid foundation in your marketing and sales strategies. When you do you will never have to concern yourself with the stereotypes.
Here are some keys to success as you move forward in your business:
Identify your driving values in life. A great tool to stay on track with what’s important.
Identify whom you want to do business with. Who are your “perfect” customers?
What are your customers driving values? Do they respect your level of expertise, knowledge and offerings?
Determine why you are in business.
Be clear on what your product or service does for your customer or client.
Understand that your product or service can actually solve a problem for your “perfect” customer.
Become as knowledgeable as possible about what you offer, your industry, your customer’s industry, their needs, wants and desires. Read everything you can get your hands on. Join industry
organizations. You owe this level of knowledge to those you serve.
Understand that if people don’t know you exist they can’t buy from you. By not being able to buy from you, you are not in a position to solve their problem.
Realize opportunities to promote you, your product and your services abound.
Accept that PR is a huge part of doing business.
Identify where your customers “hang out.” What associations do they belong to, what do they read, what are their interests? In other words, get to know them.
Understand people buy based on what they want, not on what you want them to want.
Invest your marketing dollars where you get the highest ROI – return on investment.
Be willing to invest in your business as appropriate. This would include top rate marketing collateral, a website, phone service, training, education, certifications (as needed). Your marketing collateral should reflect the prices you are asking.
Utilize strategies for people to remember you. Press releases, public appearances, articles you write, online newsletter, and association involvement are only a few recommendations.
Your customers will look to you for guidance. Give them the most appropriate recommendations, even if it means referring a competitor. Be willing to walk away. In the long run it will pay off. Your customers will know you are looking out for their best interest.
Give outstanding customer service. We hear this often, and yet sadly, it is lacking in many businesses. More business is gained and lost based on word of mouth. Think about what you want people to say about you.
Ultimately, have passion in what you do. Life is far too short not to.
We’d love to hear from you. How were you able to apply this information and what was the outcome?
Kathleen Gage is an award winning entrepreneur, corporate trainer and keynote speaker and author. She is the co-author of, 101 Ways to Get Your Foot In the Door; Success Strategies to Put You Miles Ahead of the Competition. To get more tips on how to get your foot in the door of your prospects and clients visit www.101waystogetyourfootinthedoor.com
