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Inbound Marketing Blog

Update Your Old School Sales Team

Update Your Old School Sales Team

By Patty Cisco, MBA, Principal August 03 2015 Manufacturing & Distribution, Business Strategy

Being a part of the manufacturing industry, we know you’ve heard it a million times over, “your buyer’s behavior habits are changing, but are you?” By now, we know you’ve either 1) updated your marketing team and switched to an inbound approach or 2) started researching about how to update your marketing team and make the switch to an inbound approach. Great! That’s the first step in changing your processes to reflect Contractors Blueprint to Acquiring New lEadsyour buyer’s habits; however, it doesn’t stop at updating your marketing team. “Who else needs to change, too?” you may ask. Easy.

Your sales team.

Yes, updating your old school sales team will play a vital role in staying on track with your buyer’s habits in the manufacturing industry and increasing your revenue in the long run. After all, you and I both know that sales and marketing (otherwise known as “smarketing”) go hand-in-hand. You can’t update one and not the other, right?

I recently came across a study that explained that a 15% decrease in the length of one’s sales cycle could lead to up to a 30% increase in their revenue. So, think about it. By simply implementing a slightly more effective sales plan, you can increase your profit by 30%. But how do you do so?

4 Ways to Develop a Killer “New” School Sales Team

  1. Stop with the cold calls. Do you ever find yourself stumbling across your words, repeating yourself, or feeling like you are reading straight from a script? Say no more. Lucky for you, the way your sales team is operating should be changing and evolving, which means fewer cold calls (which are disruptive, off-putting and time consuming) and instead more cold emails.
  2. Switch to cold emails. “The equivalent of a cold call–the solicitation of business from potential customers who have had no prior contact with the salesperson conducting the call– except you don’t have to call.” Save time, perfect what you are going to talk about and say goodbye to the awkward voicemails with cold emails today.
  3. Try video. Did you know that executives of a company are more willing to extrapolate points of value when watching an interactive video within an email (or on YouTube, otherwise known as ME-Tube) rather than relying on another scripted voice message? Instead of leaving another stressed out, clingy and desperate follow-up voicemail, try creating a simple (straightforward, 30 seconds or less) personalized pre-recorded video within the body of an email to your prospects. This will grab their attention and allow them the chance to let what you’ve said really sink in.
  4. Stop selling. Your job is not to sell per say, but instead it is to guide and advise. After all, that is what your customer wants. What benefits can your product or service offer your client? Hit on those first. For tips on how to sell your value instead of your product or service, and in turn close more sales, check out my most recent blog article here.

Today’s new buyer simply won’t tolerate pushy sales tactics, so cut the cold calls, but make sure you don’t go overboard on overloading them with emails and videos. Reach out to them in moderation. Likewise, before emailing your prospect, always ask yourself “Am I providing them with either 1) a solution to their problem or 2) valuable information?” If the answer is no, clean your slate and go back to the drawing board. You will get a much better return on your efforts (and investments!) if you put out helpful, educational content in the body of your emails or videos that can quickly rake in leads for your sales team to follow up on.

Have questions about how Marketing Essentials can help you update your old school sales team? Give us a call at 419.628.0080 today to learn more!21 questions to ask an inbound agency

Manufacturing & Distribution, Business Strategy

About the Author

Patty Cisco, MBA, Principal

As founder of Marketing Essentials, Patty’s continual quest and drive for helping businesses grow is her passion. With over 30 years of strategic business management and leadership experience, she is known as a catalyst and understands the challenges CEO’s and Marketing Directors face in executing inbound digital marketing & sales strategies that yield results. No surprise you will find her feeding her hunger for life long learning with a good book and latte!