Marketing is NOT the Problem, Your Sales Process IS The Problem
Marketing is the nemesis of most small business owners, a necessary evil that rarely seems to translate into measurable sales. The fact is that the marketing program may not be problem; it may be your sales system.
The sole purpose of marketing is to generate qualified leads. The marketing program has done its job once a qualified prospective customer calls, emails or walks into your business and expresses interest in your product or service.
My experience has shown that most companies spend very little resources measuring or developing a system to maximize the conversion rate of Leads to Sales. Your Sales System is equally as important to your company’s success as an effective marketing program. It is imperative that when a prospect responds to a marketing message they are taken through a consistent and orchestrated buying process that will produce predictable results.
Here are the steps to develop an effective sales system that will propel your revenue to new heights.
- Understand that the prospect contacted your company because your marketing message created an expectation. Your product will either take away a “pain” they have or provide a “pleasure” they are seeking.
- Develop questions that will determine which “pains” or “pleasures” motivated the prospect to contact your company.
- Based on the answers given explain or show the features and true benefits of the product. Provide the best possible solution for the prospect.
- Develop a script for employees to follow so it is easy to close the sale.
- Train your people to follow the system. Execution is crucial for the system to work.
A profound increase in sales can be achieved very quickly by improving the effectiveness of the sales conversion process. You invested a lot of money and resources to create the lead. It only makes sense to spend a little more to convert them.