by Jon Hubbard, Director of Marketing, Boomer Consulting, Inc.
Although your firm may not have a separate "Sales & Marketing” department, you probably understand the important role sales & marketing plays in the growth and profitability of your firm. Aligning these efforts can take some effort but will produce powerful results. Often, sales & marketing is seen as only generating leads and closing deals. However, sales and marketing is much more than that particularly in ways marketing can support sales. For this blog post, "sales” is referring to anyone in the role of educating a client on additional services the firm offers. Most likely, many of your staff are in this role on a regular basis. This blog post will discuss 3 ways marketing can support the sales efforts in your firm.
#1 – Have marketing sit in on sales calls or client meetings
It’s a good idea for marketing team members to sit in on a client meeting and/or sales calls. This can have many benefits including; understanding client issues, observing how marketing materials are being used and seeing how sales discusses the value of the firm’s services. Most likely, this will be an eye-opening experience for marketing. For example, the marketing team might learn that sales doesn’t use the white paper that took 6 months to create or that sales is using a Word document they created to guide the conversation.
#2 – Have marketing lead value proposition creation for each service
There is no doubt that each of the services your firm offers is valuable. How clients perceive the value of a particular service will be a determining factor if they pay you for it. Have your marketing team members lead the effort of creating a short value proposition for each service. A value proposition is 1-3 sentences stating the value a particular service is offering. The process of creating value propositions for each service is invaluable as most likely you will learn new things about why a particular service is valued by the client. Also, it is crucial that each sales person in your firm is stating a similar message about each service. To view the value propositions for our services, click here.
#3 – Have sales become more social
Most marketing teams are active on Twitter, Facebook, LinkedIn and blogs. Making the sales team aware of these avenues and helping them follow these updates will assist the sales team of being aware of the messaging the marketing team is communicating. Also, LinkedIn is becoming known as "a rolodex on steroids” and is a great way for those in your firm to connect with their clients. Additional touches through LinkedIn can make a client feel more connected to your firm.
Although there are many numbers of tactics sales and marketing can take in your firm, I feel the 3 listed above can have a direct impact on your firm. I propose choosing one of the above tactics and begin implementing it in your firm, even if it’s only with a couple people. Remember, consistency with strategies and initiatives is the only way your firm will see long-term results.