Old school sales were completely different than they are today. Door knocking, cold calling and direct mail were the only way to capture leads in the pre-internet era. Nowadays prospects research and shop in a completely different way. Social media and search engines have completely changed the way people buy and the way companies sell. In our digital age, we’ve learned how to become much more efficient. Rather than doing things by mail or in person, we do them by e-mail. But with so much technology at our fingertips, I often wonder why companies are still relying on their sales teams to bring in leads. Isn’t it time that things changed? Let’s discuss how you may be frustrating your sales team and what you can do about it.
Eliminate the interruption marketing.
We posted recently on why interruption marketing is no longer effective. With DVRs blocking ads, servers tracking spam mail, and gatekeepers blocking cold calls, there’s just not as much opportunity to market to prospects. Not to mention the poor timing that comes with it. When it comes to online search, you’re appearing for your customer the moment they’re looking for you – rather than dropping off brochures and wasting time cold calling people who not only have no idea who you are, but don’t need your service or product at the moment you reach out. Relying on timing is a bit like playing the lottery. If you win, great, but the odds are stacked against you.
Focus their time on what they’re good at.
You’ve probably invested a lot of time and money in educating your salespeople on your products, how your service offerings can help your ideal buyer and becoming consultants for your brand. Most companies understand that beyond the numbers side of it, sales is about education. With all that powerful knowledge, your sales team needs to be spending time with qualified prospects, not spinning their wheels on cold calling people who want nothing to do with them. Realize the value in your team and spend their time where it’s most beneficial for both your company and for them.
Stop talking and do something.
“What you do is what matters, not what you think or say or plan.”
Endless sales and marketing meetings don’t close new business. They also don’t bring leads in. Marketing strategies that are executed with goals in mind bring in leads. It’s time to stop talking and start doing. In a perfect world, you would be able to hand your sales team warm leads to increase their chances of closing them. Getting leads in is the job of your marketing team, closing those leads is the job of your sales team. If your marketing isn’t bringing in leads, it’s time to consider changing it.
Understanding the function and relationship between sales and marketing is the most important factor when it comes to un-frustrating your sales team. Make sure that you have a clear understanding of where marketing ends and sales comes in to increase your conversion rates and make the most of your sales team’s time.