Boost Your Selling Engine In 2022 – The Easy Button Search

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This is the first installment in a four-part series on how marketing can power your sales engine. In this first article, we’ll discuss how some B2B companies have been able to thrive during tough times by avoiding fast-paced gimmicks. In the next article, we’ll cover which successful businesses succeed in thriving during times of chaos. Next, we’ll cover staying relevant and creating awareness through consistent engagement. In our final installment, we’ll explain how to actively engage your customers and prospects to increase sales!

face it

Owning or managing a B2b business is complex. We need to optimize processes and systems such as accounting and human resources, inventory and distribution, marketing and sales to support and grow the business.

The good news

Business success is relatively easy… Just sell more than you spend and you make a profit. The main thing that stands in the way of achieving and building this success is the people.

The complexity

To actively improve sales, you need to manage the people who sell your products. Their goal is to convince a client or prospect (that you can’t handle) to actually engage with them in a human-to-human (H2H) relationship. They hope that the prospect or customer will come to know, like and trust enough to buy from your company. Sales teams are usually a mix of people with different backgrounds, strengths, motivations, personalities, and that’s just the beginning.

Your salespeople must deal with a diverse set of personalities, motivations and needs (customers, former customers and prospects). Each of them is at a different stage in the buyer’s journey (from lead, to prospect, to consideration, to purchasing decision-making.)

Simplification

Success is coming when you take control of what you can, to get the results you want.

Aligning all your salespeople into a cohesive system is a challenge. Only around 22% of salespeople will actively manage data with an ERP or CRM (Forbes.com), leaving them to engage with each client in their own unique style (and different contexts.)

Not all the training in the world will guarantee that your salespeople will deliver your messages to the right customer at the right time (which is where buyers are in their journey.)

What if I told you that you already have in your possession, the fuel that will build and improve the relationships between your salespeople and your customers? This will ultimately grow your business.

Looks interesting?

Easy button search

Business on any given day can be a challenge. Over the past few years, we have all faced unprecedented challenges. We’ve all been rocked by events beyond our control, like a once-in-a-lifetime pandemic, remote working, supply chain shortages, and more. Then consider that our customers have probably faced the same issues as well, and we’ve all had a recipe for disaster looking back.

People were scrambling to adapt to very new ways of working. Some watched the sales, staff and even the companies they worked with disappear. We’ve all had to step back, take a deep breath, and assess the past, present, and future of our businesses.

In a rush to control the situation, some have turned to gadgets in search of a quick fix, only to see their situation go from bad to worse.

The Leaking Bucket

What worked before was quickly replaced by a new normal (whatever it was?) Everyone was jumping on the zoom trying to maintain and build new relationships. This had its upsides (convenience) and downsides (add a dog or kids doing homework, plus technology issues.) The novelty wore off quickly. Peering into our computers, we’ve all become zoomers (burned out and less engaged.)

We watched as some businesses struggled (and even shop closed) while others thrived like never before. Why?

Those who struggled didn’t have the systems in place to cope with a rapidly changing market. Next, consider that this was not the optimal time to invoke or implement change. Many of them have tried everything to bail out the water from their sinking ship using a leaky bucket. They said to themselves …

“What we need … are MORE leads.”

Leads vs prospects

Prospects are a myth. A prospect is anyone with a budget who could potentially use your product or service. Whether they use YOU is a whole different story..

Communicating with a lead is nothing more than a cold call.

During normal times we’re lucky to get 10% of cold leads to still pick up a phone, open an email, or respond to a message after all that effort, only 1-2% of those potentially engaging us buy something . It’s always been a numbers game.

Then factor in working from home, people changing companies, and the sheer number of people trying to do the same thing, and it’s clear that wasn’t a winning strategy.

Have you seen an increase in the number of people cold calling you?

Prospects, on the other hand, should be the real target. Companies that thrived in chaos have actively nurtured them from the start. Prospects are those who know your business and are already on a sales journey (from head, to prospect, to consider, to buy a decision.)

In order to nurture the outlook, there needs to be an H2H interaction. You cannot automate or outsource every part of this process. Yet, amidst all the confusion and desperation, people were looking for that elusive quick fix.

Cue the gadgets

Some marketing and sales gurus exploited fear by promoting that they had a secret access to the EASY button that will generate more sales.

They convinced people that their tactics could solve their problem. Their response was to reach a wider audience through email, social media, video, SEO (search engine optimization), or even a new CRM or ERP with integrated marketing.

This is called BSOS (Brilliant Shiny Object Syndrome.)

Some companies have even turned to advertising. Google and Facebook can drive traffic to your website, but if you’re in a B2B business, it just won’t attract the right buyers (hint: that’s not where your audience hangs.)

No more traffic
will necessarily lead to MORE SALES

Companies hoped that their shiny and shiny object would enter the conduits to pay attention only to their business. Then customers in need would beg and pay anything for YOU to solve THEIR problems. Alas… that was just another myth.

Wouldn’t you like it to be that easy?

All of these gimmicks just didn’t live up to the hype.

More noise didn’t equal more sales. Noise may attract attention, but it is not a system. A buyer’s journey can take months to years and takes many touches to nurture relationships by creating awareness, inspiring them to learn more and finally convincing them that you are offering them the right solution, to the exact time they are ready to make their buying decision.

The bottom line is… For clients and prospects to choose you, it will take time, conversations and building trust!

What have successful companies done
differently to thrive during these challenges?

Final thoughts

In the next blog post in this series, we’ll look at what successful companies have done to not only survive but PROSPER through chaos!

I would love to hear your thoughts on what you can do to make your business successful. Are you too focused on quick fixes and gimmicks? Comment below and share your thoughts, ideas or questions about prosperity in times of chaos.




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