Boost Your Selling Engine In 2022 – The Easy Button Search

This is the first installment in a four part series on How Marketing Can Fuel Your Sales Engine. In this first article, we’ll explain how some B2b businesses have managed to thrive during tough times by avoiding quick troubleshooting tips. In the next article, we’ll cover exactly what successful businesses do to thrive in times of chaos. Next, we’ll cover staying relevant and creating awareness through consistent engagement. In our last 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 (whom you can’t handle) to actually engage with them in a human-to-human relationship (H2H). They hope that the prospect or customer will come to know, love 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 start.

Your salespeople have to 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 the lead, to prospecting, 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), letting them engage with each client in their own unique style (and in different contexts.)

All the training in the world won’t ensure that your salespeople get your messages to the right customer at the right time (which is where buyers are at 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 eventually grow your business.

Looks interesting?

Easy button search

Business, any day, can be a challenge. Over the past few years, we have all faced unprecedented challenges. We’ve all been rocked by things beyond our control like a once in a lifetime pandemic, remote working, supply chain shortages, etc. Then take into account that our clients have probably faced the same issues as well, and we all had a recipe for disaster looking back at each other.

People were struggling to adapt to whole 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 get the situation under control, 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?). Everyone was jumping on the zoom to try and maintain and build new relationships. This had its pluses (convenience) and minuses (adding a dog or kids doing their homework, plus tech issues.) The novelty quickly wore off. Looking at our computers, we’ve all become Zoom-bies (exhausted and less engaged.)

We’ve seen some businesses struggle (and even go out of business) while others thrive like never before. Why?

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

“What we need… are MORE leads”.

Prospects vs Prospects

The tracks are a myth. A prospect is anyone with a budget who could potentially use your product or service. If they will USE YOU, that’s a whole different story.

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

Normally, we’re lucky to have 10% cold leads to pick up a phone, open an email, or reply to a message. After all of this effort, only 1-2% of THOSE who engaged with us would potentially buy anything. It’s always been a numbers game.

Then factor in the work from home, people changing businesses, and the large number of people trying to do the same, and it’s clear why this wasn’t a winning strategy.

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

The outlook, 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 the lead, to prospecting, to consideration, to the purchase 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 amid all the confusion and desperation, people searched for this elusive silver bullet.

Cue the gadgets

Some marketing and sales gurus took advantage of the fear by arguing that they had secret access to the EASY button, which would generate more sales.

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

This is called BSOS (shiny bright object syndrome.)

Some companies have even turned to advertising. Google and Facebook can and will drive traffic to your website, but if you’re in a B2b business, it just won’t attract the right buyers (TIP: This isn’t where your audience hangs out.)

NO MORE TRAFFIC
necessarily lead to MORE SALES

The companies hoped that their shiny and shiny object would enter the conduits paying 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 simple?

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

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

The bottom line is… Getting customers and prospects to choose you will take time, conversations and building trust!

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

Final thoughts

In the next blog post in this series, we’ll take a look at what successful businesses have done not only to survive, but to 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 tips? Comment below and share your thoughts, ideas or questions about prosperity in times of chaos.


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