If marketing is unable to do its job, salespeople can’ t do their job of closing sales. To put it another way, when marketing comes down with the flu, the sales force calls in sick.
Letting Marketing and Sales Do Their Work
Here are three principles that can help anyone in marketing and sales do a better job and be more successful.
1. Get over the idea that“ nothing happens until somebody sells something.”
Forty years ago, those in sales had a point. Salespeople were the link between companies and their customers. Looking back, it’ s no exaggeration to say customers were their captives. They depended on a salesperson for product or services information, troubleshooting and support.
The salesperson had a dual role, educating customers and closing sales. This may help explain why customers were often far more welcoming to salespeople than they are today. They were not only needed; they were essential.
Today, the sales role has been upended. When it comes to accurate sales information, customers are often better informed before they ever see a salesperson. That’ s not all. Sales are now so transaction-driven the salesperson’ s role continues to erode. On top of this, the task of identifying and accessing prospects is so frustrating, it borders on the impossible.
All this points to a marketing-driven environment quite different from times past. It’ s one in which nothing happens until someone decides they want to do business with a company or a brand. Then, the salesperson may arrive to close the deal.
2. Have a clear understanding of why customers should do business with you
Caution! Don’ t blurt out the usual trite and self-serving nonsense:“ Our people really care,”“ We give great service,”“ We’ ve been in business since 1979.” It’ s all hype. End of discussion.
Take it seriously because a lot’ s at stake. What separates you from the competition that makes a difference to your customers? What is your value statement; what your brand stands for? What do you bring to the customer’ s buying experience that creates credibility and confidence? Unless your brand makes sense to customers, there’ s no sale.
Jeff Short, the VP of Sales for K & W Tire, the Cooper Tire distributor, tells of a meeting with a Connecticut tire dealer. Included in the meeting was a counter salesperson who asked Jeff,“ What does Cooper Tire stand for?”
Somewhat caught off guard, he replied.“ Tier one quality at a tier two price … more tread patterns and designs than any other manufacturer … an American owned company.” Knowing that she liked selling Nokian tires, Jeff asked her what Nokian stood for. She said,“ Safety. They are the safest tires you can put on a car.”