Support Your Sales Efforts Through eMarketing
They're the words that strike fear in the hearts of marketing managers everywhere: we lost the sale. Expletives aside, you ask yourself, how can this be? Your sales team is top notch, your presentations are flawless, and your product is second to none. It seems that your prospect's bad memory is the culprit. He didn't make his decision until three months after the first time you met with him — and only two days after a visit from the competition. You weren't top of mind when the decision was made and you lost the deal. Ouch.
It's easy to blame the salesperson. After all, they're supposed to be prospecting new accounts and nurturing existing relationships. But even the most diligent rep can't be everywhere at once. Nor should they be. The math explains why:
Average salesperson salary: $55,000 a year
Training, benefits, expenses: $85,000 a year
Total spent on one salesperson: $140,000 a year
Translation? For a salesperson making 30 calls a month, your average cost per sales call is a staggering $390.00. The moral of the story: Given the high costs of employing salespeople, companies need to make sure reps are efficient about where they spend their time — and that they're getting results.
So what's a marketing manager to do? How can you help your sales team extend their reach, nurture relationships and maximize their impact?
The solution lies in eMarketing. An effective eMarketing campaign — such as eNewsletters — can alleviate some of the pain of selling in a highly competitive market by supporting your team's sales efforts. Email newsletters fill in the gaps between sales calls, build mind share for your brand with your customers, and provide valuable intelligence that can help you further refine and target your sales efforts.
Be everywhere at once.
The beauty of email newsletters is that they can communicate with your target audience even when salespeople can't be there in person or by telephone. Not only will you be providing helpful information, but your Web site is just a simple click away. When customers are ready to buy, your branding, name, and phone number will still be fresh in their minds — even if it's been weeks since their last visit from a salesperson.
Build your brand.
Quick — how much do the odds of success increase if your prospect has heard of your company and already understands your value proposition? More than you realize. But the trick is consistency. Repeat, repeat, repeat. Email newsletters sent on a regular basis can warm up that next call by making your customer familiar with your brand. And the best part? Even if your message is deleted your branding gets through — your name and logo have been seen!
Make your message unique and value-added.
Blah blah blah. If this is your customers' reaction to your current correspondence, it's time to rethink your strategy. Unlike junk mail, email newsletters should contain useful information tailored to the needs of your customers. Customize your content. Include case studies and endorsements. Provide tips and helpful hints. Not only will customers appreciate the effort, but you'll be developing an on-going relationship based on solving their business problems.
Timing is everything.
Shortening, or improving, the sales cycle is a marketers dream. Well, it's time to wake up because email newsletters can do just that. It's all about reach and frequency. Email newsletters can reach more prospects more frequently than a sales force can do on its own. And by increasing the number of decision makers and influencers you communicate with on a regular basis, you can fill your sales pipeline faster with prospective buyers. No matter where a prospect is in the sales cycle, an eNewsletter will be there to broadcast your message and help close the sale.
See the results.
If information is knowledge, then email newsletters are eMarketing's higher education. With the help of sophisticated tracking software, email newsletters can provide valuable insight into the minds of your customers and prospects. You can collect statistics, see trends, and most importantly, learn which products and services are of most interest to your target customers. Armed with that knowledge, your sales professionals can time their calls and target their pitches for maximum impact.
Let the experts at Proven Systems help you develop a solid eMarketing campaign! For more information, call 970-223-6565 or visit www.provensystems.com.
* Sources: Agri-Sales Associates; Sales and Marketing Management Magazine.
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