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Marketing is recognized as the most effective tool that enables companies to stay ahead of the competition, increase sales, attract investment and consequently increase income and profits. An intelligently developed marketing and sales strategy can be a valuable revenue stream for your business. In this article, we will discuss the essence of marketing and sales.
The buying process involves several sequential steps that a potential customer goes through. These steps focus on assessing the quality and value of the products/services offered. The final action is a purchase, i.e. paying for the product/service provided.
Naturally, you can decline the purchase at any stage of this process. So this is where both the marketing and sales departments try to do everything possible to minimize the likelihood of such outcomes. And if you’re at the first stage of the sales funnel (the personal contact stage), don’t be quick to use jargon specific to the recruiting industry. Customers don’t understand.
Therefore, it is not possible to use the same communication styles and sales techniques for those who are just starting a deal and those who are in the final stages of a deal, and this could negatively impact your results.
In other words, if you decide to communicate with all your clients the same way, your chances of success are slim. You should prepare your presentation based on how well your client company knows the details of your business. If the client is happy with everything and in principle ready to buy from you, do you think it’s 100% guaranteed that the deal will go through? Probably not.
Convincing someone to buy is much more complicated than speaking in the same language as the client, in a language the client understands. In the first case, you might end up with “That’s a great idea, but I don’t need anything”, but in the second case, you’ll probably end up with: I was looking for “
This is where the second rule of listening came into play. Essentially all marketing strategies for attracting customers to a business come down to constant communication with them. As a salesperson, you have a unique opportunity to show your client exactly what you can do to make them do what they want. Please give me. What are his or her needs that you can meet?
Listen to the problems he or she is facing and offer concrete solutions. Make sure you listen to your customers by explaining their needs. In other words, repeat what you’ve already heard and help your customers imagine how their business and personal lives will change when they start using your product or service. It can’t be helped if you don’t know what happened before you met.
Marketers know their customers well, but only in theory. They research the market, reach out to potential buyers through social networks and email, conduct focus groups, but don’t communicate with buyers on a daily basis.
So while marketing assumes what the customer’s main pain points are, they don’t know every situation where your product or service might be useful.
Sales, on the other hand, is in direct contact with customers all the time. A sales manager knows the customer’s gender, approximate age, and field of activity (especially if she works in her B2B market). They advise customers so they know what information is most needed about products and services. We often don’t know the customer’s background, what they want to do, what problem they’re trying to solve, etc.
Marketing and sales must work together to paint a truly complete and relevant portrait of a potential customer. The marketing person outlines a basic outline based on research and educated hypotheses, while sales her manager supplements the portrait with details and tweaks.
Practice has shown that the customer portrait created by a joint effort is the most complete and accurate reflection of the target audience. And such portrait-based strategies are the most successful.
Earlier, I mentioned that the main problem with marketing and sales mismatches is lack of information. However, there are times when there is not enough information for potential buyers. To understand what content should be created, marketers and managers should review all the materials used to attract customers and close deals.
Have marketers and sales reps collect white papers, infographics, e-books, case descriptions, newsletters, banners, calls-to-actions, etc., and examine them to determine what’s missing.
Perhaps the sales manager is missing an e-brochure that answers the most frequently asked questions from customers. Marketers also lack information about the problems customers face when choosing, buying, or using their products.
Additionally, teams work together to get a complete picture of the customer journey and find the best content to interact with potential buyers and customers at each stage of the interaction.
For example, infographics that marketers add to their newsletters describe their products in too much detail, making them suitable to send to decisive buyers who are interested in details. Some of the common questions we routinely include in our letter templates and phone scripts plague our customers. Such information is suitable for initial communication with users in the form of blocks on the site or marketing emails.
Remember when a bank or auto service representative called you and offered you a service that your co-workers repeatedly said you didn’t need? Tell your manager that you want to drive this car for the next 10 years. However, a trade-in is offered each year. Or instead of the favorable terms to open a deposit you asked a colleague, a bank employee talks about a mortgage or a new credit card.
To ensure that all marketers and managers, especially those who are new to you, are aware of your client’s situation, you need a centralized database that populates them with data about your interactions with them.
In turn, you, a regular customer of the company, are surprised and delighted to hear a new manager who is familiar with the issues you have previously discussed, the newsletters you subscribe to, and the events you have attended. In exchange for a trade-in, he offers favorable terms for his five-plus-year-old car. Instead of a mortgage, he informs the bank that he will open a new type of savings account within a month, informs him of the conditions for opening, and offers to make an appointment at the branch’s convenient location. .
CRM systems are great for tracking customer interactions. It stores information received about customers, the number and nature of touches (subscriptions, mailings, CTAs, event registrations, material downloads) and the effectiveness of communications with customers.
Also known as network marketing Multilevel marketing transaction (MLM) is primarily an organized and controversial sales system. Each person who participates in it can make money not only by selling goods, but also by attracting new members to the organization.
Each member of the network is called an affiliate, etc., because these are all presented as “opportunities to start your own business.” It creates the illusion that all members are equal, but they are not. Exactly, we’ll figure it out a little further down. To do this, let’s look at each component of making money in MLM.
The principle of direct selling or personal selling works here. MLM agents themselves offer products to potential customers. Much depends on his positivity, his skills in communication, the breadth of his circle of acquaintances. For example, salespeople can bring catalogs and product samples to their offices, college workshops, or friends’ meetings. However, his network has moved his marketing to the Internet, making it easier for him to expand his circle of communication.
Seller receives income proof He sacrifices the fact that he sells products at catalog prices to get them cheaper. They may also pay additional bonuses for reaching a goal – a certain amount of purchases or sales.
In some cases, agents are required to purchase certain products when entering a structure. Sometimes you have to buy a certain amount of products every month. But even if this is not required, there are benefits to being a customer. You can purchase at a discounted price and increase your total bill.
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