Your Sales Organization is Required to Change its Marketing Strategy and Selling Methodology
Is your organization primed to execute these required changes?
Your sales organization is required to change its marketing strategy and selling methodology. Your revenue generation engine must be courageous and agile.
Sales
If your organization’s selling methodology is based on Solution Selling, it is time for a change. Solution selling can still be a tool. Changes in how buyers access information and the content of that information require your sales organization to develop new selling methodologies.
Set your Sales Strategy on High.
Sales resources must be disruptive and challenge your customer’s/prospect’s lines of thinking and approaches to solving business problems. Fenton called it ‘Inquiry;’ through the use of questioning, your sales resources must push their contacts to question the status quo and consider alternatives they have never considered. Armed with data, success stories, and best practices, your resources will bring new options and opportunities to solve business problems.
Even the traditional sales cycle for software companies demand new steps like Business Solution Reviews (BSR’s) and Blueprinting stages. AND, your sales organization must be trained and armed with financial justification tools. Almost every project is approved by someone who is measuring the financial impact of your solution or services. Most organizations leave that task to their customer/prospect. And when, they lose their deal – either to a competitor or to inertia – you wonder what went wrong. Your organization went wrong. It did not provide their internal champion with the financial justification behind your solution. Is your organization prepared?
Marketing
Think of marketing as the vehicle your organization uses to get someone to raise his or her hand. The modern marketing engine is based on four principles.
How does one develop a collaborative culture of success?
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1. Profile your prospects and target your marketing to that profile (target marketing)
2. It is a numbers game
3, If you cannot measure it; you cannot manage it
4. “Repetition pierces even the dullest of minds
How does the company develop new business opportunities in an age of digital transformation? The spectrum of the digital transformation revolution encompasses how companies embrace and execute the digital experience platform (DXP), mobile applications, and social media to push relevant and valuable content specific to individual personas.
Adopting digital strategies is an element of both marketing and development. It becomes a key component of Target Mass Marketing to generate new business opportunities, as well as staying connected to existing customers. It is a way of creating compelling digital experiences for customers, partners, and employees; uniquely combining content with data/information, processes, and applications delivered across any channel to any device. (Target Marketing and Digital Experiences are components of my marketing slogan – Repetition pierces even the dullest of minds.)
Companies face multiple challenges, all of which come down to four basic questions. How can the company address the challenge of growth in a marketplace defined by rapid technology challenges and a shifting cultural landscape? How does the company remain relevant and continue to bring value to your customers and the market place? How can one build and manage effective, accountable sales and marketing organizations that drive dynamic revenue growth? How does one develop a collaborative culture of success?
Without adopting these required sales steps, your sales organization is at a competitive disadvantage. It requires planning, training, analytics, and a new approach to sales management. Do you want your revenue generation engine to be dynamic and drive dramatic growth? It takes courage and you and your organization must embrace change.
Need guidance? Feel free to contact me.
