Before The Sales Process Begins

The sales process is visual and attractive to manage. It feels like a higher level of control. It is showtime. We are with the prospective customer and get to display our salesmanship. A process helps make this more predictable and fruitful. Otherwise it is random and opportunities are lost. However, if there is overemphasis onContinue reading “Before The Sales Process Begins”

The Reality Of Inbound Marketing In 2012

It is a new year and old school sales may have a few holdouts in some slower industries. However, the concept of interrupting people and pushing unsolicited sales messages is fast fading. Look at the bookstores and note the literature. You will not find hit books on how to cold-call better or mass mail withContinue reading “The Reality Of Inbound Marketing In 2012”

Validation In The Buying Process

The internet changes the game between the buyer and the seller. Second opinions are easy to access for a buyer. Assuming your lead generation systems and marketing automation are set up well, a new lead will be nurtured, scored and engaged when they are ready. There are analytics and systems which work effectively. However, trustContinue reading “Validation In The Buying Process”

Lead Scoring For Sales Prioritization

In our marketing consulting, we are typically faced with one of two problems: There are not enough inbound leads There are too many inbound leads Each of these requires a different marketing system.  For organizations which are inundated with many leads, there is a problem focused around the sales process.  Salespeople are not like marketingContinue reading “Lead Scoring For Sales Prioritization”

Running An Inbound Marketing System

A recent article from Marketing Automation Software Guide hit on the main reason why many of our clients hire us for marketing:  running a complete system is difficult and requires perseverance.  Pieces have to be put together, tested, changed, refined and created again.  Getting into the mind of a specific buyer with their preferences and peculiarities needsContinue reading “Running An Inbound Marketing System”

Marketing Automation Is Not For The Faint Of Heart

Marketing has many new rules, and marketing automation is one of several major movements which has gained fanfare mixed with frustration.  The popularity has come from the possibilities of capitalizing on leads generated from inbound marketing efforts.  The frustration is from a lack of implementation and execution. At the end of the day, marketing automationContinue reading “Marketing Automation Is Not For The Faint Of Heart”

Inbound Leads Do Not Want Interruption

As a seller, it is understandable that you have such a high impulse to sell leads hard.  The problem is that buyers do not like to be sold.  When they feel sold, it creates tension and resistance, the very opposite effect you are trying to promote. There is a new strategy that is at playContinue reading “Inbound Leads Do Not Want Interruption”

3 Selling Proposition Strategies

Selling Proposition Strategies When a customer finds you, it is because they were focused on your value proposition.  They searched for you via the internet or their network most likely.  If  you are set up correctly, you were found and deemed credible compared to the convenient mouse click to your competition. After the click, yourContinue reading “3 Selling Proposition Strategies”

Aligning Marketing Automation With Sales Process

Marketing automation is relevant today because buyers deliberate and educate themselves before they engage.  What used to be the role of a salesperson in the sales process has shifted to buyers and their ability to self-service for information.  However, marketing automation does not alleviate the need for sales.  The handoff between the buying process andContinue reading “Aligning Marketing Automation With Sales Process”

Marketing Automation With Story

Marketing automation serves to nurture unready buyers.  The strategy for nurturing effectively is the art within marketing automation that is both difficult and critical.  When we implement a marketing automation campaign for our clients, we have to be able to tell their story and connect the dots with the customer’s pain. Story is what createsContinue reading “Marketing Automation With Story”