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Advancing The Sale There was a time the dynamic, friendly salesperson was king. Those were the days when people bought based largely on personality and employees routinely made decisions to purchase equipment and services on behalf of their employers. Sales cycles were short and competition was not very sophisticated. But, as the world grew more complex and the decisions began to have a major impact on the buyer's operational and financial health, buying decisions became more complicated and selling now requires a team approach. Today many companies have a formal "buying process" involving several players. In pursuing major sale opportunities, organizations must establish a framework within which their sales staff can also operate as a team and meet potential customers on equal ground. While this "sales process" must be more flexible than the prospect's "buying process," so too must it be every bit as complete, covering every detail and every point of view. A full repertoire of communications for each team member — from telephone conversation checklists to confirmation and follow-up letters — can not only save precious sales time and reduce costs, it can advance the sale and reduce the sales cycle...perhaps even save the sale. The "Lifetime Customer Value" (LTCV) is a key factor in establishing the scope and budget of the communications process. But it also drives the format and nature of the communications plan as well. Whether your challenge is to motivate your sales staff or persuade the CFO in a major corporate sale, brochures, letters, conversation guides and other sales support materials can play an important role. Communications in support of sales are one of our specialties. We have helped clients across the US achieve dramatic results, including sales totaling hundreds of millions of dollars and many of the industry 's most prestigious awards. Give us a call to discuss conducting a value-based analysis of your marketing needs. Our approach is quite likely to be an eye-opening experience for you and your financial mavens, a perspective that focuses on your strategic goals and your bottom line. |
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