We have an observation to share about why sales professionals have a tough job. The great majority of marketing effort and investment goes into attracting “leads” to the “sales funnel.” It’s Marketing for Attention and Engagement. But that’s only the on-ramp.
Sales leads are people disguised as numbers. They’re from different organizations, with different questions, different needs and their own way of deciding things. Long-term B2B, contractual, relationship-driven or “solution” sales – the most valuable kind – must be earned. Sales teams need effective tools that motivate and help keep the process on track, avoiding delays, reroutes and exits due to information gaps, lack of clarity or the dreaded and inexplicable “gut feel” or loss of interest. Targeted, tactical messages (in whatever forms fulfill the need: digital, video, print, infographic, etc.) can give reps the stage, frame the conversation, anticipate questions and clear the way, bringing productivity, momentum and acceleration to the sales process.
Clear, convincing communication, at the right time in the right way, gives direction to the sales conversation. Collaboration and trust building can move forward with momentum toward creation of a new relationship. We call this Marketing for Sales.
Kucia And Associates has decades of experience providing custom communication support for B2B Sales teams. Hearing from you the particular challenges of your sales process, we could begin to offer ideas and assistance.
Call Dave Kucia at 513-321-0644 or email dave@kucia.com