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[July 26, 2004]

Customer Catcher™

By Martin Wales


Not Making Enough Sales? – “Sales is the New Marketing”

Your sales are down and leads are rare.  The phone’s not ringing. Let’s blame marketing!

 

If you join this band wagon to rationalize your poor sales results, you need to step up and take responsibility for your own fate.  It’s amazing how often sales teams play the victim here.  They blame the marketing department, team or an individual, for their lack of sales.

 

Often, in a typical, let’s say “traditional” organization, there is disconnection between marketing and the sales organization.  There is a lack of communication, team work and common goals.  Sad but true.

 

Often, the larger the company, the less marketing serves the individual sales professional.  In corporations, it seems the norm for marketing is to concentrate on selling “the brand” and not products and services.  Corporate marketing sells ‘the logo’ to trigger trust and positive emotions when people see it.  Not all, but most, traditional marketing leans on advertising which fails to work directly for you in attracting new prospects and leads.

 

In small to medium-sized companies, there is usually a very small marketing team or a single very, over-worked marketeer.  Worst, as a business owner or independent professional, you don’t have a budget and you do everything! Again, marketing is absent or not good enough to generate enough new opportunities.

 

The most important and singular point I’m making is that you must recognize and deal with “what is,” to improve your situation.

 

Recently, I turned 40 years old.  A friend said to me, “Don’t worry, 40 is the new 30.”  If you want to improve your sales and your profit, guess what?  “Sales is the new Marketing!”

 

Understand YOU are your own marketing department.  Accept it and take action.

 

Just like the decline (if not extinction) of personal assistants, sales administrative assistants and secretaries to support sales teams or individuals, there is less marketing support too.  You type your own sales letters and other correspondence and keep your own schedule.

 

Today, you need to work on your own public awareness, lead generation and sales support materials and communications.  With tighter budgets, less staff and more responsibility, it’s up to you, as an individual.

 

Any way you look at it, as a sales professional you must take charge.  Sales superstars and expert managers know this.  They devise a strategy and implement their own marketing systems, in addition to the brand-like corporate, marketing efforts. Marketing is continual communication to influence someone to take an action. Marketing departments do it through various means and on a mass scale, via print and media advertising and public relations.  Single sales people can market effectively through personal contact and working in the field.  You can source new deals and increase lead generation within your existing sales process without as much pain or work as you think.

 

If you don’t accept that you have to take action yourself and keep looking outside for leads and prospects, you’re going to continue to fail to reach your sales objectives.  The good news is that the technology and tools available today are powerful, affordable and effective for solving this challenge. 

 

Keep an eye out for future Customer Catcher series of articles, where I’ll give you strategies, tips and tricks for creating a profitable, Personal Marketing program to drive your sales skyward. You’ll get the sales you want and become your own marketing machine with bigger, better and more immediate results.

 

Until then, think about evolving into your latest role because…

 

Sales is the new Marketing.

 

Got a problem stopping you or a question about increasing your sales & profits? Ask The Customer Catcher™, at www.AskMartinWales.com.  Plus, get FREE expert advice at www.CustomerCatcherTips.com.

 


Like what you've read? Go to past Customer Catcher columns.






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