3 Steps to Bridging the Sales & Marketing Gap

The divide between sales and marketing has almost become expected. It always seems to come down to the same problems. Marketing is dissatisfied with sales because lead conversion rates are low. Sales is dissatisfied with marketing because the leads are not qualified. 

So how does this issue get resolved? How do you go about re-evaluating your marketing and sales strategies? How do you close the loop?

You must develop a clear plan and process, then follow through.

1. Set the expectation that sales and marketing work together. Apple has mastered an uninterrupted connection between marketing and sales. It's almost unclear where the marketing ends and the selling begins. The sales team should understand that a marketer's job is more than making things look pretty. They should understand that a marketer's job is to increase the salability of the product or service. The marketing team should understand that a salesperson's job is critically important as they drive business. 
2. Define the term "lead." Who is your customer? Who are you trying to sell to? When both marketing and sales can agree on what a good lead is, marketing will be able to develop a strategy to attract the appropriate potential customers, and sales will be more likely to convert the lead because the product or service being sold speaks to the consumer's needs. 
3. Establish a method for accountability. Utilizing a digital dashboard with lead management software can help do this. Not only can you see where leads are being sent, see who is following up on those leads, and view their status, you can also keep track of key details. Lead management software makes key brand messaging more accessible. It also allows sales reps to keep track of strategies that worked and any other notable information that might have transpired during a sale. From a marketing standpoint this is incredibly helpful as this information can be used as feedback when moving forward with new strategies. 

Be sure you are checking in weekly for more tips and tricks to benefit your small business! 

Turning Warm Leads Into Hot Prospects

No matter what your business, you need two things: a happy, loyal customer base and a steady stream of new prospects. The Direct Selling Education Foundation (DESF) offers some great suggestions in its free e-book, Business Owners’ Road Map to Success.

Although DSEF focuses on companies that offer direct selling opportunities for consultants, the information in their e-book is relevant to just about any small business. Here are their tips for turning warm leads into hot prospects:

• Create a “warm market list” of everyone you can think of who might be interested in the products or services you are selling.
• Narrow it down to a “most likely” list of those who could purchase from you immediately.
• Invite your “most likely” list to a small party, BBQ, open house, etc. Don’t try to sell them anything, just make this about introducing your business to them. Ask if you can set a follow-up appointment.
• Make the follow-up appointments and keep narrowing down your list to the most supportive and interested potential customers. These are the people who not only will be most likely to buy from you, but also to refer new business to you.
• Offer excellent customer service consistently, especially to your loyal and repeat customers.
• Use social media to connect with people on your “warm market list” and to continue to build relationships. Also use social media to offer solutions, tips and useful information related to your products or services. Think of your social media networks as a subtle way to introduce new products and services, not as e-commerce.
• Meet prospects for coffee or breakfast to discuss your business.
• Keep your appointments social, friendly and pressure-free. Ask questions and show people how your products or services can help meet their needs or solve their problems. Even if they are not interested for themselves, they may refer other potential customers to you.
• Always have your appointment book handy so you can book follow-ups whenever you meet a potential customer, even at social and family gatherings.
• Don’t leave requests for information open-ended; get contact information and follow up promptly.
• Get involved in organizations and causes that are important to your warm market list.
• Keep track of everyone you meet and use quantity of contact
  s and prospects to grow your business. You will encounter “no’s” along the way, but stay positive and keep connecting, networking and making appointments.

For more tips from DSEF, download the free e-book at www.dsef.org or Like them on Facebook at www.facebook.com/TheDSEF.