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Marketing

Key themes from the 2009 Sales E-Conference (part four)

by Paul Sparks on November 1, 2009

The changing relationship between sales and marketing.

This was the fourth of four key themes to emerge from the 2009 Sales E-Conference.

For two weeks in August 2009, over 100 sales professionals, sales managers and people interested in achieving better sales outcomes tapped into the wisdom of 8 of Australasia’s leading authorities on professional selling.  We also had contributions from 2 of the USA’s thought leaders on the topic of selling and sales. The other three main themes to emerge from the 2009 Sales E-Conference were:

  1. Change – at the social, organisational and personal levels.
  2. Changes in the sales function, and the importance of sales methodology and process.
  3. A new role for sales management and leadership.

This series of articles will cover the key themes which emerged from the 2009 Sales E-Conference series – and offer some advice on actions you should take to ensure your sales efforts receive maximum value as we move from “recession to recovery”.

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 10 hours of sales presentations covers a lot of ground – so this article will only touch the surface of the issues explored in the whole conference.  If you’d like to experience the full conference – including 11 MP3s and full presentation notes – it will be available in a few weeks as a professional development package.  Register for our newsletter to ensure you hear when it’s released.

Today we’ll cover the fourth theme – the changing nature of the relationship between sales and marketing.  This theme emerged in a number of ways – and in some ways our speakers only touched the surface of what I believe will be a significant and growing issue for the next few years.  This topic was touched in 3 main ways:

  1. The need for every salesperson and sales manager to build their personal brand and market themselves.
  2. Emerging tools for salespeople to actively market their products and services.
  3. How marketing and sales are working together (or not working together) in large organisations.

This paper will give a brief overview of each theme, and suggest some ways to incorporate the innovative aspects of these developments in your own sales efforts.

The need for a personal brand.

One of our keynote speakers – Neil Rackham – made a point on how the nature of sales and the function of salespeople had changed over recent years, and would continue to change.  His key point for salespeople is that if you don’t stop being a walking brochure, you’ll become redundant in the eyes of both your customers – and your employers.

So how do you move from walking brochure to valued partner?  According to Peter Black, you need to undertake a journey of personal discovery, and then actively build yourself as a brand that both customers and employers need.  Not only will this prove to be a journey of personal satisfaction, but you’ll invigorate your professional life, and – as much as you can – recession-proof yourself. So, here are some things you need to do:

1.  Understand yourself.

Do you really understand what makes you tick?  Are you aware of your personality style?  The tools are easily available to assess your own style, and to build on your strengths.  It is critical to be aware of your emotional intelligence as well as your IQ and your knowledge and ability.  Each of us also needs to be clear about what is important in our lives.  What are our values, and is our current role allowing us to be true to our values and beliefs.  Not all sales roles are created equal, nor are all companies suited to all individuals.  Realistically assess how well you fit your current role – and your current employer.

2.  Have clear goals.

Without clear goals you’ll end up somewhere – but not necessarily where you want to go.  Whilst one shouldn’t become slavish to goals, it’s important to develop gaols that work for you.  Goals can be SMART (specific, measurable, achievable, realistic and time bound).  Goals can be CLEAR (challenging, legal, environmentally sound, appropriate and recorded).  And they can be PURE (positive, understood, relevant and ethical).  But they need to be yours.  And they need to cover all aspects of your life – with accountability. Continue Reading…

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How to recruit and train great telephone salespeople

by Paul Sparks on August 11, 2009

One of the reactions by sales leaders to the changing business environment we’ve experienced over the last 12 months has been a “back to basics” move – especially in relation to a renewed focus on some of the fundamental skills of professional selling.  This is not surprising given that the buoyant times we experienced over the previous decade meant that many salespeople operated in a reactionary mode as demand drove the sales process.

But things change.  And, whilst a full reversion to fundamentals of the past century will not necessarily bring the results organisations are looking for – there is certainly a place for many salespeople to revisit some of the skills which have not been practiced over recent years.  Jenny-Cartwright

One of these overlooked skills is the art of using the telephone.  To help revive this art I’m delighted to have Australia’s maestro trainer on telephone techniques join me as a guest presenter at the Sales E-Conference – “selling from recession to recovery”.

Over the last 14 years, Jenny Cartwright has helped thousands of people get better sales results by effectively harnessing the power of the phone.  Jenny’s written one of the best books available on the subject – “Don’t Get Hung Up”.  I’ve asked Jenny to share her experience in this area by giving us some tips in a couple of key areas – how to recruit and train great telephone salespeople and telemarketers.

Thanks Jenny. 

Jenny, can you comment on why the ‘phone continues to be the best – but often least used – tool which salespeople can use to get better results in their day-to-day sales efforts?

 The phone has been – and remains – the most effective way to make contact with people, qualify their interest and engage them in a discussion about your products and services – almost without exception.

I’ve been involved with selling over the phone for many years – and for the last 14 years I’ve helped people  get better overall sales results by showing them how to be more effective in their use of the phone as a business development tool.

Whilst it’s important to use a range of methods to engage with your potential audience – including the emerging methods  that social media and the net provide – at some point you’re probably going to need to speak with your prospect or client.  If you make the most of this contact – I guarantee you’ll get better results.

And it’s easier than you may think.

The phone has several aspects which make it unique as a communication tool, including these:

  • It’s a real 2 way conversation
  • By using the ‘phone, you can cover a lot of ground with the other person really quickly – and also reach a lot of people quickly
  • Used properly – the ‘phone is the perfect complement to other marketing and business development tactics and strategies
  • On the phone, you can adapt to unique situations and opportunities far easier than using other methods
  • The ‘phone is personal – you get the feel of the other person – and they get the feel of you
  • Having a ‘phone conversation is less prone to misinterpretation because it’s genuinely interactive. You can ask questions and check for understanding, and it’s a way many people like to communicate

But, unfortunately, many salespeople fear the use of the phone.  I find that this is often because they weren’t trained properly in how to develop engaging conversations.  But this can be overcome – and everybody will get better results if they invest a little time and effort practicing and planning how they use the phone.

So, what do you look for in someone who’ll be using the phone a lot in their sales efforts? 

Continue Reading…

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The seven key elements of a marketing plan for salespeople

by Paul Sparks on August 5, 2009

Sharon Williams is one of Australia’s leading thinkers in the emerging field of integrated marketing and PR.  With her team at Taurus Marketing, not only does she work with some of our largest corporations – she also brings her knowledge and experience to the SME sector.  Sharon is also widely sought after as a speaker at major local and international conferences and conventions.

And I’m delighted that Sharon is a speaker at the upcoming Sales E-Conference – “selling from recession to recovery”. 

Sharon-Williams

  In a recent conversation with Sharon she discussed how marketing is often seen by salespeople and business people as a “wishy-washy” activity which simply produces T-shirts with logos and free pens.  In this short conversation piece, Sharon will dispel this myth and share with us her thoughts on marketing as a strategic, measurable function which can be applied at all levels in business – both large and small.  She’ll also outline a concise set of actions which both salespeople and SME owners can apply to make sure you make the most of your marketing activities.

The floor’s yours, Sharon. 

In business terms, what is marketing – and what should it do?

 Put simply, marketing is about attracting new customers and keeping your existing customers.  Whilst it’s often wrapped up in vague terminology – especially in larger companies – at its core, marketing is about understanding why your customers buy from you – and then applying this knowledge when you communicate and sell to your customers and prospects.

 All salespeople and business owners use marketing techniques – but often they don’t recognise that there are some basic principles underlying their communication which – if understood and applied – will inevitably lead to better sales results.

Every business must have a marketing plan to support their sales activities.  The purpose of marketing is to help get past the “who are you” question.  A solid marketing tool kit covers a range of things – including branding, presentation, logos, brochures, testimonials, case studies – and press coverage.  Good marketing establishes credibility.

Salespeople today need to go beyond what is delivered by their marketing departments – and make sure they fully understand the material – and then apply their own understanding to the material and make it personal for their specific market group.  It will really help them differentiate themselves from their competition because they’ll make sure it really fits their customers.  It will take a bit of extra work – but it will pay dividends.

  Continue Reading…

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