We typically think selling starts when the sales guy brings in a lead and starts qualifying that lead. If that’s so, then when does the customer’s buying process start? Probably…, HOPEFULLY long before we think selling starts. Otherwise, our Sales teams are selling to folks who aren’t yet ready to buy. Right?
But if we consider marketing messages, we’re really selling before Sales gets the lead, aren’t we? “Shouldn’t we be?” What are your marketing messages doing to sell? And how effective are you in delivering results – leads and sales – out of your marketing efforts?
I’m often amused, shocked, confused, etc when someone tells me marketing is a luxury. What? If we simply go back to the textbook definition of marketing, it’s simply “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Of course you’re doing this.
But many companies surprisingly don’t pay much attention to this most basic of concepts to explore how to optimize the marketing function’s performance for their business. “We just sell. We talk to our customers and we just go out and sell it.” No point in overcomplicating things, I agree. But does that mean you wouldn’t benefit from regularly and routinely reviewing and trying to continuously improve your ability to create, communicate, sell and deliver your products and/or services to your intended customers? Continue reading