Every self-professed expert who tweets, blogs and uses other forms of media becomes an authoritative source to lead you to the Land of Opportunity. Beware of the hype, many have never been involved in sales and truly are bottom-feeders as the economy grows weaker.
With that backdrop, you can be aware of their message, but you need to establish your own path to success. It starts with an understanding of your organization, your market, what works and what doesn’t and hiring the right individuals to make great things happen. Talent, hard work and using the right tools can make a big difference to attract prospects that are going to buy your product or service or not.
It takes a balanced, multi-tiered approach to doing things that requires constant feedback and adjustment. As you get started, you need to look at what serves you best to avoid costly headaches. You want to hear from prospects, your sales and marketing team. They are the front lines and face of your company. You want to receive accurate information from them and support their efforts, all within your operating budgets. You need to develop a plan, a course of action for all the pieces to fit together. Doing too much, like sending email blasts to prospects every other day, for example, while relatively inexpensive, can actually kill sales by as much as 50 percent.
Other things to watch out for include not doing your funnel math to determine how many marketing impressions you need to make and what your close rates is needed to help insure achievement of your sales goals. You can correlate many things like this that you are not doing and find that you need to pay attention, make change and cut through a paradox of issues.
If you haven’t seen the success from your efforts that you wanted, you need to consider bringing in a consulting organization to help you. The consultant can be more agile than your staff and look into the problems and challenges you’re confronting. If you want more sales, they can help build your pipeline. If you want better communication with your front-line sales they can help build and adapt your CRM system. If you want better communication with your client they can help with demand generation.
Two important things to remember: ask for help when you need it, ask someone who understands your business and market.