Making Sales and Marketing Work As a Team

Posted by on Sep 10, 2012 in Blog, Traditional Marketing | 0 comments

Making Sales and Marketing Work As a Team

Consistency is the key to making sure these two sides of your business work together, like parts of a smooth machine. It is important to realize this and to instill in your staff that marketing does stop once a lead is captured and the sales side of the house steps into a transaction. If you can keep the same theme, message, and tone throughout the sales process, you ensure that you are creating a more professional, memorable, and positive experience. It is the creation of this buying experience that is the ultimate goal behind making a sale, and it is a gospel that must be preached incessantly to your sales team. Not only do they have to understand the importance of this concept, but they much believe it is their job to ensure each customer (potential or actual) they touch sees the memorable qualities of doing business with your company.

What does it mean to have this kind of system in place? It means you start handling sales objections early in the marketing phase. Do you have a higher price point than your competitors? Then you had better explain upfront how your service is more valuable. Perhaps you can offer a payment plan or subscription that provides a unique value to your customers and adds to your bottom line. When you handle the objections ahead of time, your sales team has to spend less time on hard selling and can focus on the ultimate goal of creating a powerful buying experience.

Another important aspect of teamwork is that each member must not only know what their role is but they also need to know everyone else’s role. This means if your marketing team is running promotions, your salespeople should know just as much about that promotion so they can fulfill expectations set by marketing. Think back on a frustrating experience you might have had dealing with a company where the left did not know what the right hand was doing–do you want customers to experience that frustration while dealing with your business?

Along those same lines you should make sure to foster a spirit of teamwork between those handling intake and those doing the closings. Make sure they genuinely know each other and appreciate each other’s roles. We’ve all known the hotshot salesperson who thinks he is a gift to the company and that everyone else works there just to make his job possible. This kind of person is toxic to your atmosphere and will make it nearly impossible to get the rest of the staff onboard.

Finally, make sure the company has a clear and unified goal everyone is pulling towards. Broadcast this goal clearly and ensure everyone in the company knows it, believes it, and wants it. At the end of the day, everyone must understand how and why to bring in customers. They also need to understand what their role is in the greater picture of attracting customers and producing revenue for the company.

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