Salespeople have an insatiable need for leads. Motivated salespeople need a pipeline of leads to support and sustain their livelihoods. Marketing must bring in the right prospects; interested people who are attracted to the company’s brand and are ready to purchase. When branding is true to you and your company’s strengths and the marketing targets people with an affinity towards your brand; sales becomes a whole lot easier. Your sales calls will be with prospects that are already halfway to making the purchase or the commitment when they call you. In fact, when branding, marketing and the sales process align your prospects will merely be looking for the support they need to the decision they likely have already made based on what they’ve heard about your company. Your salespeople will provide that support, asses the prospects needs and determine if the company is a good match.If they are, close the sale.
Telling your company’s story and establishing your company as credible experts and attracting leads is marketing’s sole purpose. Where and how we get leads is both strategic and tactical.
Strategic: Market research
- Analyze market into segments Choose those that will most resonate with your brand
- Understand why they prefer your brand
- Determine demographics
- Interests and lifestyles
Market research informs choice of channels to reach them and will help in determining how to best message them.
Tactical: Once you’ve done adequate research marketing becomes tactical. Decisions regarding inbound, outbound channels and the variations of each, are determined by the results of your research. Future blog posts will discuss the features and benefits of the different outbound and inbound marketing channels offered to tradespeople and service contracting businesses.