Connecting the Dots

From where do sales come? How do you get sales? If you needed one sale in the next 24 hours what would you do?

These are all questions I’ve asked to business owners. They seem to engage the conversation more than something esoteric like, “What is your marketing and sales process?”

Either way, for many businesses the answer is somewhere between hemming and hawing and grasping for straws. “Mostly through referrals...” “We run some direct mail...” “We buy leads...”

None of these responses answers the question. It points to the fact that most companies don’t really understand what is working for them. They try different things and through some unseen amalgamation of activities sales result.

That’s fine as long as times are good and the sales keep coming. However, what if the organization wants or needs to grow? What marketing and sales activities should be increased? Is it always “Add another sales guy!”. How can sales be maximized with the current marketing budget and sales staff?

This is where understanding the processes and measuring what is working becomes meaningful. By developing a systematic approach to marketing and sales, the process can be tested, refined and maximized to be as effective as possible. Then added investment in marketing and sales activities wouldn’t be such a “seat of the pants” experience. Dollars, time and effort could flow to the most productive activities and indirect marketing elements (PR, social media marketing, etc.) could be utilized for what they are: supporting activities that are used to fully shape the marketing mix, but not necessarily create direct response.

We focus on process in the Marketing Coach. That focus on process uncovers issues that are keeping you from maximizing sales. Email me your process questions or set up a time to discuss maximizing your marketing process.

SLE