Great Brand? Check!
Awesome website? Check!
Robust involvement with social media? Check!
Marketing initiatives galore? Check!
Yep, sometimes you have it “all” covered but don’t seem to be opening enough doors and winning enough new business. What’s wrong with this picture?
Well, there’s everything wrong if you’re not paying equal attention to your sales process, pipeline management and persuasive selling skills.
Yes, these 3 P’s are critical for your sales success.
Process: What are you doing with the leads that are generated by your marketing efforts? Are you following up with them in a timely manner and do you have your sales team ready for action? (And if your sales team is..well..just you, are YOU ready to get into the ring and start selling?) A structured sales process can mean the difference between success and failure and getting ROI from your marketing efforts or not. Take the time to develop or refine your process BEFORE you start marketing. If you market first you just might not be ready to handle the inquiries, or to proactively reach out and connect with segments of non-responders.
Pipeline Management: Unless you are involved in a very transactional business, most leads need to be nurtured and your sales cycle can be months and even years. You must keep your sales pipeline filled with leads that are in various stages of being “worked.” A skimpy pipeline means that at some point in the future you might not have enough active business to keep you afloat. Look at your pipeline on a monthly basis and if you see that the volume of prospects is skimpy, make certain to get proactive and start to prospect for new business. And, most important, don’t allow your existing prospects to forget about you. Practice exquisite touch point management (connect with me and I’ll share the “3 I’s,” a strategy that works every time!) so that you stay on the grid.
Persuasive Selling Skills: Are your sales competencies as sharp as they need to be? Are you confident that you and/or your team are skilled in presenting value and benefits, effective probing, overcoming objections, closing…and more? If you have even a smidgen of a doubt then I highly suggest that you make the effort to refresh or enhance those skills so that you are certain to get a return on your marketing investment.
A great brand and marketing program are just the beginning. It’s important to know how to execute on the marketing strategy. Do it ineffectively and your marketing is for naught.