Why You Should Arm Your Sales Force
In an era when impressions and website traffic seem to drive marketing practices, it’s important to remember that 96% of website visitors don’t go to a website to buy. Additionally, 79% of marketing leads never convert to a sale. Our job as marketers is to always drive revenue, and to successfully accomplish this we must look to enhance our sales force’s performance. Here are some things to consider in 2020 to do just that.
1. ) Develop a programmatic touch-point marketing program that promotes brand and product interaction. Set a goal and associated action plan to achieve at least 36 touch-points per year per lead. Most sales cycles are long and therefore leads need to be constantly nurtured from the beginning of the sales funnel all the way to close.
2. ) Develop programmatic systems that work in tandem with sales activities. All lead information should be shared between both sales and marketing. For example, what types of marketing programs are you implementing (pre and post-show) to ensure that each trade show in which your company is exhibiting in 2020 is successful?
3. ) Understand that 80% of a salesperson's day is spent on non-revenue generating activities, like not knowing where to find good prospects or how to recognize them. What type of lead generating activities are you employing to ensure the sales team can “always be closing?” Work together to identify your sales funnel and determine how each department can help guide customers down the path to close.
4. ) Listen to what the sales team needs to help them make a sale. If they are screaming for new literature, new booth graphics, or help on their sales presentations then provide it. Too often marketers think that sales people are just making excuses for poor performance. If your sales team believes certain tools will help, then always give them the benefit of the doubt.
5. ) Market and raise awareness in specific niche markets not covered well by traditional sales activities. This can lead to driving incremental revenue.
6. ) Work with sales to develop a direct marketing campaign geared toward legacy customers who have not made a purchase in a while. There may have been personnel changes unaware of your previous relationship or the customer simply moved on to a competitor. In either case, develop strategies to re-engage and win back their business.