This is the first installment in a four-part series on how marketing can support your sales engine. In this first post, we’ll discuss how some B2b companies have managed to thrive during tough times by avoiding quick fix scams. In the next post, we’ll cover exactly what successful companies do to thrive in times of chaos. Next, we’ll cover staying relevant and creating awareness through continued engagement. In the final installment, we’ll explain how to actively engage customers and prospects to increase sales!
Owning or operating a B2b business is complicated. We have to improve processes and systems such as accounting, human resources, inventory, distribution, marketing and sales to maintain and grow the business.
Business success is relatively easy… Simply sell more than you spend and you’ll make a profit. The main thing standing in the way of achieving this success and building on it is the people.
To actively improve sales, you need to manage the people who sell your products. Their goal is to convince the client or potential customer (which you can’t manage) to actually engage with them in a human-to-human relationship (H2H.) and they hope the prospect or client can. Know, love, and trust Enough of them to buy from your company. Sales teams are generally a mix of people with different backgrounds, strengths, motivations, and personalities, and that’s just the beginning.
Salespeople have to deal with a variety of personalities, motivations, and needs (customers, former and potential customers.) each at a different point along the buyer’s journey (From potential customer to potential customer and then consideration to purchasing decision.)
success happens When you control what you can, to achieve the desired results.
Aligning all salespeople into a cohesive system is a challenge. Only about 22% of sales reps will effectively manage data using ERP or CRM (Forbes.com), leaving them to interact with each customer in their own unique style (and different contexts).
Not all training in the world will ensure that salespeople deliver your messages to the right customer at the right time (which aligns with where buyers are on their journey.)
What if I told you that you already have it in your possessionThe fuel that will build and strengthen the relationships between your salespeople and your customers? This will eventually lead to the growth of your business.
Find the easy button
Working any day can be a challenge. Over the past few years, we have all faced unprecedented challenges. We’ve all been affected by things out of our control, like a once-in-a-lifetime pandemic, remote work, supply chain shortages, and more. Next, keep in mind that our customers may have had the same issues as well, and we all had a recipe for disaster looking at us.
People were scrambling to adapt to some very new ways of working. Some have seen the disappearance of sales, employees, and even the companies they worked with. We all had to take a step back, take a deep breath, and take stock of our past, present and future actions.
In a hurry to get the situation under control, some resorted to tricks in search of a quick fix, only to watch their situation turn from bad to worse.
What worked before was quickly replaced by a new, natural way (whatever that is?) that had its pros (convenience) and drawbacks (adding a dog, or kids doing homework, along with technology issues). The novelty soon faded away. Staring at our computers, we’re all Zoom-bies (burned out and less interactive).
We’ve seen some companies struggle (and even shut down) while others thrive like never before. why?
Those who fought did not have the existing systems To deal with a rapidly developing market. Next, keep in mind that it was not the optimal time to invoke or implement the change. Many of them tried everything to save the water from their sinking ship using a leaky bucket. They told themselves…
“What we need…more potential customers.”
Prospects vs. Prospects
Leads are a myth. A potential customer is anyone with a budget who can use your product or service. Whether they will use you is a completely different story.
Communication with a potential client is nothing more than a cold call.
During normal times we are lucky to get 10% of potential customers who are not likely to pick up a phone, open an email or reply to a message After all that effort 1-2% of those who interact with us are likely to buy something. It has always been a numbers game.
Next, consider working from home, people changing companies, and just the sheer number of people trying to do the same, and it’s clear why this wasn’t a winning strategy.
Have you seen a slight rise in people calling you cold?
On the other hand, prospects should be the real goal. The businesses that thrived during the chaos were actively nurturing them all the time. Prospects are those who are familiar with your business and are already engaged in the sales journey (From potential customer to potential customer and then consideration to purchasing decision.)
In order to nurture prospects, an H2H reaction is required. You cannot automate or outsource every part of this process. However, amid all the confusion and despair, people were searching for this elusive quick fix.
Some marketing and sales experts have been exploiting fear by promoting that they have secret access to the EASY button that will generate more sales.
They convince people that their tactics can solve their problem. Their answer was to reach a larger audience through emails, social media, video, SEO, or even a new CRM or ERP with integrated marketing.
This is called BSOS (Bright Shining Object Syndrome).
Some companies have even switched to advertising. Google and Facebook can drive traffic to your website, but if you’re in a B2b company, it simply won’t attract the right buyers (hint: this isn’t where your audience hangs out.)
No more traffic
necessarily leads to more sales
The companies hoped that the entry of their bright shining faces would only pay attention to their business. Then, customers in need will beg and pay you anything to solve it they Problems. Unfortunately… it was just another legend.
Don’t you wish it were that simple?
All these scams simply did not live up to the hype.
More noise doesn’t mean more sales. Noise may draw attention, but this is not a system. A buyer’s journey can take months to years, and it takes multiple touches to grow relationships by creating awareness, inspiring them to learn more, and finally convincing them that you’re giving them the right solution, at the exact time they’re ready for their business. purchase decision.
The bottom line is… for clients and prospects to choose you, it will take time, conversations, and building trust!
What have successful companies done?
Differently to thrive through those challenges?
In the next blog post in this series, we’ll take a look at what successful companies have done to not only survive but growth Through the chaos!
I’d love to hear your thoughts on what you can do to ensure business success. Are you overly focused on quick fixes and tricks? Comment below and share your thoughts, ideas, or questions about thriving in times of chaos.