• Clare Tweed

Sales & Marketing- One size does not fit all

Business owners, marketers and sales people have always strived to identify a process or channel to grow sales that can be repeated time and again. Most people I speak to are still looking and I can confidently say that you won’t find one. If you’re puzzled by my statement, let me explain the reason why.

For a single process or action to create the same outcome, it relies on the recipient reacting in the same way every time. Sales and marketing targets people and people respond to actions or processes differently. Reactions are dictated by a person’s personality, experience, mood, and circumstances.

With this in mind, you can see how you would need to identify a range of channels to communicate with new potential clients. The number of channels to reach people has grown considerably and will continue to grow and evolve.

The good news is there are certain processes that are repeatable in identifying a target group of people and in the creation of a suitable and engaging message. The delivery of this message has to be varied, taking into account people can respond differently depending on the variable factors mentioned earlier.

A business which successfully secures new clients uses a mix of email marketing, social media, telemarketing, and direct mail. Securing the help of a knowledgeable B2B data list company will help you identify your target group of companies and ensure you are purchasing a GDPR compliant list.

To implement some of the delivery methods, it is worth working with an agency on this which will offer you a flexible service when you need it. I also strongly advise clients to combine some approaches for better outcomes like email marketing with a telephone follow up to your top engagers. Alternatively, it’s always wise to follow up a direct mail campaign with a phone call.

Finally, the cost of these different services does vary therefore you need to be strategic in how you use them to ensure you make a good return on investment. For example, instead of sending out a direct campaign to everyone, you could choose a target audience consisting of higher-spending customer otherwise you may struggle to gain enough clients to cover the cost of your mailing. Remember, target your message. If you offer a range of services, focus on one or two that are highly relevant to your chosen targets.

The last and very key point that can often be overlooked in all of the excitement of designing and executing a marketing campaign. That is, if someone responds on social media, email or over the telephone and they say that they have no requirement now but have in the future, to always make sure your sales staff nurture and manage that client in their pipelines moving forward.

Often companies spend so much time and money looking for the immediate sales causing them to lose out on future opportunities because they don’t stay in touch. And I’m sure it wouldn’t surprise you to know that what most customers I speak to are surprised by is when you do actually listen and keep in touch. In their minds, this shows them that they are important to you.

If you have read this article and are still sceptical, put it to the test at your next staff meeting. Ask everyone what approach they respond to when making a purchase or choosing a supplier. You’ll find that they all mention something different and, often, they’ll be adamant that another way of selling wouldn’t work on them. This proves the point, one size does not fit all and people react differently.

I’m Clare Tweed, the Head of Sales at More than Words marketing and I’ve worked with business owners since 1995 implementing advertising and marketing campaigns that work..

I don’t tell you what you want to hear, I advise and manage expectations in an honest, friendly and professional way. We can provide targeted B2B data lists, email and telemarketing plus we create social media posts and blogs.

If you need some help give me a call on 0330 010 8300.

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