14 Secrets Of Sales And Marketing Integration That Maximise Business Taster

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14 rules of low cost, high return marketing led sales which align you with modern buyer trends, overcomes market scepticism and significantly increases your credibility without wasting time and money on conventional advertising and cold calling.

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14 Secrets Of Sales And Marketing Integration That Maximise Business Taster

  1. 1. 14 Secrets of Sales and Marketing Integrationthat Maximise Business DevelopmentHow to Engage More Prospects Successfully & Have the Best Customers Buy From You. By Nicholas.S.Windley B.Eng. Hons 14 rules of low cost, high return marketing led sales which align you with modern buyer trends,overcomes market scepticism and significantly increases your credibility without wasting time and money on conventional advertising and cold calling. Lead Generation And Conversion Strategies For Hi-Tech Businesses & Knowledge Led SME’sCopyright ©2010 Nic Windley All Rights Reserved Worldwide Page 1 of 17
  2. 2. Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 2 of 17
  3. 3. Why read this report ? - Today, every business is being forced to operate on new terms ofbusiness whether they like it or not.This report describes what’s causing this change, referred to as the “triangle of change” and putsforward a series of powerful ideas that have successfully changed the future of open mindedbusinesses as well as my own life.As you read through this report you may find yourself struggling to accept some of these conceptsbut please bare with me as these ideas have been proven to be vastly more effective than traditionalstrategies. These concepts can be adopted by any business whether it’s web based or a traditionalbricks and mortar operation, it makes no difference.There are no gimmicks or tricks, instead I am sharing proven rules and ideas that build to formulatean effective commercial strategy or business development programme for any business operating intechnical or scientific led markets (they are equally applicable to any market), and will work just aswell today and into the future as they did decades ago and have done in the recent past. Your timeand effort invested in this document will be worthwhile.About Nic Windley – In just under 9 years I went from graduate engineer to internationalcommercial manager who continually sought and fought for positive, constructive and accountablechange even when the businesses I worked for were at times blind or resistant. This was born out of agenuine care for the customers I was serving and a belief in the positive power of business. Careertraining included Tack Levels I and II, Solution Selling: Selling Complex Products & Services.Over my career I’ve personally sold millions of pounds worth of products and services in Hi-Techmarkets such as Electronics, Plastics, Internet and Information and Communication Technologyexperiencing both the highs, where everything worked and the lows, where nothing worked at all.As a business owner and consultant, I’ve been involved in directly building a number of businesses,and made plenty of my own mistakes during the early days, which were the eventual trigger forconscious recognition and development of these rules.One such example was a company called Qtable, a promotional merchandise reseller, started in anestablished market I had no prior knowledge and from scratch it generated over £70K worth ofbusiness single handed in its first year without having to cold call a single person, in a highlycompetitive and commoditised market with almost zero running costs to prove it could be done.I also worked with Aardvark Engineering to reshape its business from an undervalued generalengineering company into a leading automation specialist which as of January 2010 generated morein profitable sales in a single month than it had done in the whole of its previous year, which equatedto 150% increase in turnover and better profit margins and won an award nomination with theBritish Engineering Excellence Awards (BEEA). All this during the biggest recession of the last 50years and in the beleaguered UK manufacturing sector. It works.Today I’ve pulled together these direct experiences and consolidated what I’ve learnt into a replicablesystem that even the smallest of companies can use to generate amazing growth and the big boyscould learn a thing or two as well. It’s this knowledge which was painfully and expensively gainedwhich can help growth conscious businesses with great products and services change and evolvetheir sales and marketing strategies to help them achieve outstanding results. Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 3 of 17
  4. 4. ContentsWhat’s Wrong With Conventional Sales And Marketing ................. 7 Buyers Determine the Where, When and How .............................................................................................. 7 Buyers are Informed and Multi Faceted......................................................................................................... 8 Buyers are Busy and Picky .............................................................................................................................. 8 Buyers Dislike Risk .......................................................................................................................................... 8 Buyers Loyalties Change ................................................................................................................................ 9 Buyers Want the Best Value........................................................................................................................... 9 What’s Going on Outside of Your Business Cannot be Changed so Focus on The Cause Not The Symptoms Where Simple Choices Can Make A Big Difference............................................................................................. 9 “Business As Usual” Is Over............................................................................................................................ 9 A Few Dirty Secrets ...................................................................................................................................... 10 New Channels Evolve and Expand to Fill Growing Gaps Between Suppliers and Customers ........................... 12 A Triangle of Change Has Developed Which Is Holding Your Business Back .................................................... 13 When Things Went Wrong In My Career.......................................................................................................... 14 Start Using The Right Strategy By Cutting Loose From Old School Sales And Marketing Thinking .................. 15The 14 Secrets ........................................................................................................................... 16 1. Your Guaranteed To Pull A Crowd Outside Your Front Door Using The Power Of Laser Targeted Positioning Over Shotgun Prospecting ............................................................................................................. 16 Buyers Are More Likely To Buy From A Trusted Source Than From Anywhere Else ..................................... 16 Real Authority and Trust Is Established By Serving Your Market In The Right Way ..................................... 17 Improve Your Status By Offering Expertise Instead Of Just Finding Excuses To Interrupt Prospects For A Sale............................................................................................................................................................... 18 The Easiest Way To Become An Authority Is To Create The Content Your Audience Craves........................ 18 Why Anybody In Business Can And Must Seek Out Expert Status ................................................................ 19 2. Predictable and Sustainable Business Outcomes are Achievable When You Deploy a System Based on Proven Formulas ............................................................................................................................................... 19 A Business Can Only Grow Successfully On Formulaic Facts Not Mysterious Factors .................................. 20 Systems Give You Frameworks For Creating Predictable, Repeatable And Scalable Outcomes .................. 20 A System Focuses Your Resources More Effectively Allowing You To Achieve More With Less ................... 21 3. The Sales and Marketing Overlap is Your Opportunity to Integrate and Make Your Selling and Marketing Activities Far More Effective ........................................................................................................... 21 Advertising And Marketing Is Selling In Words And Selling Is Advertising And Marketing .......................... 22 Where To Go And Learn The Formulas For Selling Remotely In Words........................................................ 22 An Engineer Learns To Write And Present Persuasively ............................................................................... 23 Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 4 of 54
  5. 5. 4. Have Your Marketing Do The Business Development Grunt Work For You ............................................. 24 Your Strategy Should Be To Campaign Not Pitch Or Promote ..................................................................... 25 Effective System Automation Eradicates The Labour Intensive Low Return Repetition Work ..................... 25 You Can Use 99.9999% Of The Time Available In Every Day To Campaign and Sell With A Website .......... 26 Websites Don’t Need To Be Search Engine Optimised To Have People Find Them ...................................... 26 Your Marketing Should Be A Sales Lead Filtering Mechanism ..................................................................... 275. Your Prospects And Customers Will Be Instantly Sceptical Of Any Claim You Make Even When YourOffer Is A Genuine One ..................................................................................................................................... 28 The Core Ideas Of Your Message Must Be Constantly Reinforced ............................................................... 28 Messages Must Remain Consistent Across Every Sales And Marketing Channel Before They Will Be Accepted ...................................................................................................................................................... 29 Matching Your Actions With Your Words Will Further Reinforce Your Message ......................................... 29 You Have To Prove What You Say Before You’ll Be Believed........................................................................ 296. An Expert Status Will Earn You Free Advertising And Multiply Your Credibility ...................................... 30 Ensure Your Voice Is Consistently Heard Above The Market Mayhem ........................................................ 30 The Media Can Help You To Further Prove Your Case .................................................................................. 327. The Only Way To Avoid Commoditising Yourself And Your Business Is To Create Value And OpportunityThat You Control ............................................................................................................................................... 34 No Longer Be Forced To Rely On Resellers And Distributors To Bring You Customers ................................. 35 Put A Stop To Supplier Price Wars By Not Starting One In The First Place ................................................... 35 Differentiate Yourself With Offers And Packages That Deliver More Than Your Competition..................... 36 Work With Credible Offers That Need A Voice ............................................................................................. 378. Significantly Reduce Your Risk By Using Every Channel That Generates Measureable And ProfitableResults That You Can Quantify And Track ........................................................................................................ 38 Diversify Your Channels To Expand Your Market And Reduce Your Risk ...................................................... 38 Just One Good Sales Letter, Ad, Press Release, Blog Post or Interview Can Make You Consistent Money .. 399. You Must Know Your Numbers To Determine A Return From Any Time And Effort Invested .................. 4010. Always Be Working On Your Relationships With Key Audiences ......................................................... 41 Life and business is far too short to be boring all of the time ...................................................................... 41 More Sales are Made Based on Emotional Responses Than Anything Else ................................................. 41 Tailor Your Communications To Each Prospect And Customer .................................................................... 42 A Well Maintained Database Ensures You Stay Relevant And Personal While You Sell In Bulk ................... 43 The Best Way To Establish, Maintain Or Repair A Relationship Is With Open, Honest Communication ..... 4311. Its Significantly More Profitable To Service Your Existing Customers ................................................. 4412. Your Market is an Ongoing Conversation and you Will Earn Far More Credibility by Getting InvolvedOpenly and as a Contributor of Value Which Can be Easily Understood ......................................................... 44 Buyers Prefer Easy Reading And Listening Over A Great Story Told In A Complicated Way ........................ 45Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 5 of 54
  6. 6. See The World Through Your Customers Eyes.............................................................................................. 45 Match The Language Of Your Market.......................................................................................................... 46 The Conversation Is Your Key To Being Able To Innovate Effectively ........................................................... 46 13. Maintaining Alignment With Current and Potential Buyers Will Keep the Door Open ....................... 47 14. Your Focus Should Always Remain On Helping Your Customers Solve Real Problems ........................ 48Examples Of Wasteful Sales And Marketing......................................................................................................... 49The Future Of Sales And Marketing ...................................................................................................................... 53What to do Next ................................................................................................................................................... 53 Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 6 of 54
  7. 7. What’s Wrong With Conventional Sales And MarketingWe live in a buyer’s market, where access to information and powerful research tools has put customers andprospects at an advantage over businesses using ineffective and outdated sales and marketing strategies.Buyers are changing the rules and your now operating on new terms of business and only those people andbusinesses that evolve will survive.The effectiveness of outbound, push style, prospecting and marketing promotion is diminishing, becausecustomers have had enough of suppliers that don’t deliver on their promises and now they’re taking a stand.If your sales and marketing strategies are not aligned with these developments then you have little hope ingetting any profitable results. Buyers Determine the Where, When and HowSales teams and marketers all over the world are experiencing increasing difficulty in reaching new prospectsas buyers now dictate the terms of engagement.Buyers today choose, where, when and how they will interact with suppliers whether its online in the form of aninternet search engine or market place listing, directories, webinars, video conferences, whitepapers, articles,slide shares, bookmarks, forums andcommunities or offline in clubs,networking events, sales letters, tradeshows, mentoring programmes,magazines or journals and with you andyour business directly.They also determine what medium theyprefer to use whether its voice over thephone or in podcasts, audio downloadsand CD’s, in words by email, letters,texts, tweets, blogs, or over video in pre-recorded or live stream formats.Much of this diversification is a result oftechnological developments which can also be used as defences for screening and filtering incomingcommunications such as ad blockers, spam filters, call barring, Tivos (digital video recording device that canbypass advertisements in television programs), security card passes and don’t forget the well trained humangatekeepers.People still want to BUY though, it’s just they don’t want to feel “sold to”, so they retreat and diversify awayfrom what they don’t like or trust. As the years go by head on in your face selling and marketing assaults willcontinue to be met with higher levels of resistance. Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 7 of 17
  8. 8. Buyers are Informed and Multi FacetedBuyers no longer need sellers to tell them what’s new anymore. They review their latest RSS feed, send out atweet or run a quick search online and have instant access to information about you and your competitors.Most buyers have probably led a varied career and know a thing or two about being a seller, marketer andbuyer. They can read the same books you read, watch the same videos and even attend the same courses.There is nothing they don’t already know or cannot find out about selling and marketing.With the significant number of investments every company makes the average buyer has a lot of experiencewith reading hyped up marketing material and watching boring presentations and seeing every step, tactic andtricks in the sellers arsenal.Making your marketing more “professional”, rebranding or just “sexing it up” along with tweaks topresentations and those killer closing phrases or rapport building tricks make little difference to your results asthey did for me. Buyers are Busy and PickyModern life is packed full of a ton of things to get done, and we’re all bombarded with messages of every kindfrom almost every direction.With so much to think about and do buyers don’t have the time to receive all this unwanted sales andmarketing “noise” so they just tune it out, and with so many interesting and available distractions it’s not hardto do.If a prospect or customer does decide to engage with a supplier and later finds out something bad about themor worse has a directly poor experience you can be sure they won’t forgive easily. They will be seethingespecially when there was another supplier just around the corner which they now realise could have done abetter job. Buyers Dislike RiskModern buyers don’t like making mistakes or being taken for a ride, as I’m sure do both you and I.Most buyers are born with a built in lie detector which becomes more effective over time and with use. Buyersin business get exposed to a lot of bull and their lie detectors are usually on high alert and probably oversensitive so at any moment they could go off without warning.Buyers will forgive honest mistakes but they won’t forgive misleading statements or downright lies.In a bid to avoid being mislead or buying into the wrong suppliers product or service today’s buyer cannotafford to make autonomous knee jerk decisions.Buyers have to balance the short term and long term, current goals and future objectives and blend that withthe needs and priorities of the business and its internal departments.Decisions therefore become a coordinated effort involving parties at many levels and geographical locations,from the user to the boardroom. Without real motivation or a pressing need that makes a decision priority,and the circumstances which allow for the project to proceed buyers will not be buying from you any time soon,instead sales cycles become extended, investments get stalled or things just go deadly quiet. Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 8 of 17
  9. 9. Buyers Loyalties ChangeWith jobs at risk and careers on the line buyers will ensure they make the right impression and that meansavoiding making the wrong one.The decisions that members of staff and business leaders make including purchases or investments have adirect impact on how they are perceived within an organisation or industry and contributes to their future placeand progression in that world.Making the wrong decision could bring about disastrous results, so they are instantly polarised from the startto make a decision that makes them look capable and effective, as well as the company they work for.This means they will be extremely picky about details such as the price and will not hesitate to compare youaggressively with your competition where there is little to no differentiation. Buyers Want the Best ValueBuyers are scrutinising every part of every deal and price is just one part of the reason that a buyer selects asupplier.Buyers are keen bargain hunters and risk adverse so they look for packages that help them achieve theirobjectives which could be for personal or business reasons and will ultimately make them feel in control andlooking effective.They want the best return from both time and money spent so you, your business, sales process and endsolution will be considered a part of the total package and a value will be placed on it as a whole.If the total cost implications of doing business with you don’t stack up then your value diminishes rapidly. Apurchase must also present a tangible financial benefit to the company. What’s Going on Outside of Your Business Cannot be Changed so Focus on The Cause Not The Symptoms Where Simple Choices Can Make A Big DifferenceIf you’re already doing things like running ads, marketing campaigns or making cold calls just because you haveto, or in the hope that somebody will eventually “get” what you do, or will finally decide to “trust” or “listen” toyou then it’s time to take drastic action.Stop what you’re doing, especially if you don’t know, or you’re just confused about what this effort is actuallygenerating for you in return.Spending money and investing time on non-performing or ineffective sales and marketing activities is just likethrowing good money after bad ideas. While doing it for the sake of doing it, or because everybody else isdoing it is no real business justification or strategy at all.It really is broken this time and needs fixing, so by putting a stop to these time and cost consuming activitiesyou will have the chance to retrench, save some money and work towards a better way of doing things.Dressing up the outside of your business will not treat the cause only the symptoms and eventually things willeither revert back to the way they were or just get worse. “Business As Usual” Is OverThe industrialisation mentality which has ruled the business scene over the last century and led to fences beingerected between buyers and sellers, and raised big businesses to their ivory towers where they plotted to take Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 9 of 17
  10. 10. control over our minds and dictate what we would buy, is over. Its extinct just like the Dodo and every otherthing that fails to adapt to a changing world.Your customers will no longer be told; “You can have any colour you like as long as it’s black” or that “our sizesare universal and one size fits all”.Where industrialisation led to ring fencing, hierarchies and ivory towers which separated customers fromsuppliers and their markets, new communications channels are breaking down these institutional barriers andreconnecting our world.Once upon a time markets were actually markets where traders who travelled around the world returned todisplay their wondrous new finds and regale stories to match. People came because the market was anexchange of ideas, tales, teachings and developments.Whenever you need a new idea just look into the past, as what was once the past will be reborn again with thechanging times. The market has once again opened up.This is not the end of business, it’s a new beginning as customers still need industry and organisation, they justwant you to realise that you equally need them. You’re in it together. A Few Dirty SecretsA lot of what those sales trainers, marketing companies and ad reps have been telling you for years is a bunchof porky pies. They’re pandering to egos ensuring you buy into the same old story that’s been spun a thousandtimes, which always leaves you questioning what was actually achieved.There is always an impressive story that can be told to the top officers of the company who lap it up as directsupport for some deeply hidden beliefs. Heck these suppliers must know what they’re doing as they are so bigand well paid and their fairy tale stories seem so impressive. A deal gets done over a hand shake during a gameof squash or golf and things don’t change much and neither do the results. Another day, another supplieranother pile of money down the drain.They’re feeding you what they want you to hear, not what you really need to hear which is the opposite ofwhat an expert or consultant would do when they deliver news good or bad along with strategies to deal withit.The truth hurts sometimes, but it’s the only way to move forward in the best way possible, and for businessesto truly generate growth stimulating and profitable outcomes that customers can also enjoy. Selling by Numbers is Killing off CustomersWith every business finding it harder to sell, it’s easy to start becoming needy about selling your products andservices as the numbers are becoming increasingly difficult to achieve. This attitude starts to permeate througheverything they do, repelling customers in the long run, especially so with face to face or phone selling.Aggressive management that hammers staff repeatedly to deliver more numbers without providing effectivesupport and useful tools pushes staff to the limits, forcing many of the them to cut corners and do anything togenerate numbers irrespective of the consequences.Based on my research there are few management teams today that seem to actually understand what is goingon, or can provide any real answers or strategies for their people that do not involve more of the same stuffwhich is making things difficult in the first place. Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 10 of 17
  11. 11. They end up going for the short term gain which only leads to a long term customer drain.Even taking the opposite approach, and using strategies like soft selling is equally as bad or ineffective as overselling. In trying not to seem too “salesy” you end up being “sneaky” which is just the same as not being honestor truthful about the real reason for your communications in the first place. Eventually you will be found outand it will negatively impact your credibility.It’s no longer possible to build a real business on these kinds of strategies anymore.Eventually the sales operation will be questioning the value of the marketing department asking why they don’tget any useful leads. Your sales team will also be looking at your business, saying to themselves that thingsneed to change and if they can’t make them they will go elsewhere. Overly Creative Marketing Creates Market ConfusionWith marketing messages no longer reaching customers in the way they used to and increased complexitycreeping into the process, business owners doing their own marketing, as well as marketing departments andoutsourced partners are being forced to come up with ever more creative ways to try and reach new customers.As a result, those most powerful messages are becoming confused or lost amongst all the fancy, glitzy, whizzbang marketing gimmicks or the in-depth and detailed product feature sets that are being packed intomarketing campaigns rendering them completely unappealing.This has led to an avoidance of measuring the effectiveness of marketing, turning it into some creative blue skythinking that is not held accountable for any results.When a marketing channel becomes less effective marketers hop to the latest technological hope only to findout that the same convoluted messages and complex gimmickry gets similar results.By now the marketing department is struggling to find new ways of getting your message to connect withprospects or existing customers and its questioning the value of your product or service and the effectiveness ofthe sales department asking why can’t they get customers to buy.They then start questioning whether the business truly understands them, or whether there is any value in theproducts and services they represent causing them to wonder if they shouldn’t go somewhere else where theywill be more appreciated. Pied Piper Big City Mad Men Are Leading Many Businesses AstrayFor the aspiring business looking to grow, it would be easily forgiven for turning to its larger corporate cousin,who it aspires to be someday, as a good source of effective sales and marketing, but they couldn’t be morewrong.The US hit TV show Mad Men follows the lives of ruthlessly competitive men and women in big city advertising stin the 60’s while the UK show The Persuasionists set in the 21 century does much the same for modern daymarketing and selling drawing many parallels between the two despite the 40+ year gap, exposing this worldfor what it truly is and the lack of any real progress.All too often what made a large company successful has been lost in corporate policy and the style, swaggerand gloss of mysterious high level sales and marketing strategies. Sales schmoozers, champagne quaffing PRego boosters and big city madmen style marketing agencies all of whom are capitalising on the greed andsuccess of these giants, turning their clients into monsters which customers no longer recognise or understand. Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 11 of 17
  12. 12. Due to their size and enormous reach, customers put up with these antics in exchange for the things they needor want, but they will move at the drop of a hat to a company that truly understands them when theopportunity arises. Fewer companies today are withstanding the tests of time.Strategies that made them truly successful are buried in the past or are no longer effective today, so followingthem will only lead you further into confusion. New Channels Evolve and Expand to Fill Growing Gaps Between Suppliers and CustomersIn the midst of this confusion channels have opened up to fill gaps larger businesses find uneconomical orunworthy to spend time developing or creating the kinds of relationships and connections that smaller tomedium sizes businesses and individuals demand.It’s given rise to resellers and more recently affiliate marketers in the form of organisations or individuals thatbuild loyal customer bases and followings because of specific knowledge, skills or expertise. They are able toleverage those positions by either directly selling in the case of a reseller or indirectly selling in the case of anaffiliate marketer to that audience.As long as what they do remains relevant, adds value and is associated with their core products, services orknowledge their audience will embrace it. They become an essential relationship bridge or “go to” source.Social and professional networking have become a marketing phenomenon’s in recent years because of theconvenience and capability of accessing online internet communities.These networks allow people with similar ideas, views and interests to connect and share them using theinternet from any location.It’s enabling people to act alone or as part of a much larger and distributed group by assembling together likeminds, harnessing the power of online web based communities to influence and guide the actions and decisionsof others irrespective of whether they are considered a positive or negative force.These channels don’t take kindly to sales and marketing junk, they want to understand you, what you stand forfirst, and how you might be able to help them before they will even entertain what your business can do forthem.Many facets of market research and marketing are also evolving, such as crowd sourcing where audiencemembers, including actual customers are invited to contribute or help refine a concept by becoming part of thecreation process.It may include things like a logo design competition where the audience votes for the one they like the most, orit could be assembling a team to create, share and combine video or audio into a single project. It’s for theaudience, by the audience and could even involve solving critical problems.One example of its use is Dell’s project on Idea Storm where customers vote for what products they want Dell toproduce next. This is how Dell’s recent introduction of Linux laptops came about.The customer wants inside your business and wants to know if you care. Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 12 of 17
  13. 13. A Triangle of Change Has Developed Which Is Holding Your Business BackConventional sales and marketing activities are being rendered ineffective and your ability to advance,innovate and create value will be stagnated.Things aren’t working the way they used to, and; 1. The more you try and sell by inappropriately pushing your customers the less you end up selling over time and the fewer long term customers you will have. 2. The more creatively convoluted your marketing gets the less effective, and more confusing and costly it becomes. 3. The more your customers continue to receive this barrage of commercial waste the more they retreat, and the more waste you continue to create.It’s an ongoing cycle that leads to bigger gaps, more confusion and difficult changes ahead. It’s no longer aquestion of if things go wrong, but a question of when and how damaging. 1. A wedge is being driven between your sales and marketing operations, turning cash flow and business planning into a mystic meg crystal ball gazing show. 2. The business is slowly being cut off from good ideas which stimulate innovations that customers want and need, as your sales and marketing operations are unable to close the loop providing much needed market feedback for developments. 3. Management teams are confused and departments or individuals who are trying to adapt are struggling to lead that change as they don’t understand it, see it as risky, or receive little to no support.This is happening in some shape or form in businesses both small and large.Each of these 3 points forms a relationship triangle and is being driven away from its counterpoint causing thebusiness to become disjointed or disconnected. That’s a real problem when you are trying to take your businesssomewhere, as you need everything working together in harmony to make it work effectively.It’s not a lack of motivation or unwillingness that is holding things back for you because you wouldn’t bereading this report if it was. It’s the frustration of dealing with ineffective strategies that are doing you moredamage than good, especially when you know things are not working and nobody seems to have any credibleanswers.So what can you do about it ? If you recognise these symptoms and can accept the needs for change then youare already on the first step to an evolutionary or revolutionary change taking place.Things have got to change for sales, marketing and the poor customers and prospects on the receiving end. It’sa change worth making, and if done correctly will reposition you and your business in a game changing waythat will get you out of the price battles and the endless walls of silence.Not only will you be able to re-engage your customers but it will significantly move you ahead of yourcompetition. Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 13 of 17
  14. 14. When Things Went Wrong In My CareerI went through some tough times during my career which finally led me to make some big decisions and alongthe way and write this white paper and do the other things I am now doing.As my career developed I sometimes fell into the bigger and dumber money trap and realised that the more Iwas being paid, or was being lured by the prospects of big pay, the more painful the whole process seemed tobecome. I was told that we were getting paid like this because it was supposed to be painful. At the same timeI was convinced that there were better ways of doing things but wasn’t given the opportunity to spend enoughtime investigating and making the necessary changes.It’s true that being in business is about dealing with problems, but when it becomes a real drain on yourphysical, mental and financial resources and nobody seems to have any credible answers apart from that’s theway we do it, something has to change.During these periods the truly successful entrepreneurs I turned to for advice were pointing to a different wayand although they were at the top of their game they were certainly not finding it painful at all. So, why wasthat?While the worst companies I worked for did have so called CRM systems, marketing and advertising budgets,sales training and entertainment expense accounts, they rarely actually helped me to generate any goodquality leads or aid in concluding truly valuable or worthwhile business.Most, if not all of their marketing was mainly in the business to business (b2b) market and was simply wastefulnoise that was quickly lost. It was done in a specific way because that was how it was “supposed” to be done inthat industry, meaning that everybody was following everybody else and things just seemed to get worse yearafter year. It was like recycling the same old piece of toilet paper over and over again.If a sales lead was generated it was pretty low quality and was usually some student or tyre kicker. When wewere engaged in a sale it became almost like a bare knuckle fight and my employers attitudes at times createdmore enemies than we did supporters, chasing away more business in their ignorance.This only reduced the credibility of the business and sales team even further and made our lives tougher aseach day went by.We were always prospecting when really we should have been spending time with good quality prospectshelping them make positive buying decisions.Even the CRM systems were unbelievably cumbersome and only aided in the company poking its noses intodeals instead of actually helping the business create better customer relationships.We spent far too much time chasing our tails, searching through garbage or being fed junk and there was justno way that the business was going to achieve what it wanted.The list goes on and thankfully not all of my experiences were like this. In fact I look back over my career andsee that those companies which didn’t really understand eventually decided to fire all of their management,sold off the company (or what was left) before things got worse or slowly declined into obscurity.Even when I first went self employed which was a halfway house as I was part of a franchised operation I wasforced back into using tactics that I knew where more disabling than they were empowering and I had to fightto get myself back on track once again. Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 14 of 17
  15. 15. I soon realised between the ups and downs that a good responsible business development system withaccountable marketing and sales strategies could help more buyers to buy more from you than you could everdo trying to turn them into customers with old school selling and marketing methods. Start Using The Right Strategy By Cutting Loose From Old School Sales And Marketing ThinkingIn sales and marketing we are always being told to start with a strong sales pitch or promotion andunsurprisingly it undermines your credibility and ensures you’re ignored.Today more than ever, we need to start doing things differently and that first contact should start with aconversation that opens up a channel of trust between customer and seller.Your job in the early stages is to discover whether there is a real fit for what you do, not to close down ameeting or sale at your earliest convenience. Instead spend time establishing whether an opportunity actuallyexists before moving on, especially when you consider that statistically most sales are lost right at thebeginning.It’s possible to side step the gut wrenching rejection of sales and marketing campaigns that achieve little to noreturn from all your hard effort and time invested by doing away with unworthy strategies. These are the trueroot cause of why prospects and customers are turning you out, or stone walling you.Stop chasing down prospects that are not a good fit for what you do, instead get down to the truth of whethera business opportunity really does exists. It’s a probability outcome like all things, so learn to stack the odds inyour favour and spend time where your time is worthwhile spent. Need alone does not reveal the capability andmotivation to proceed further with you as a supplier, so decisions are complex.Don’t parry objections like they are some kind of obstacle to a sale, instead see them as being valid issues.Explore and understand them and provide credible ways of addressing them. Always be honest and open inyour approach and respond in exactly the same way that you opened the conversation up in the very beginning.Stay away from old school defensive get out ploys that try and justify the price of your product or service andpump up your business credibility as they only aid in creating more sales pressure when you’re not addressingproblems or desires that your customers need to resolve or fulfil now.Realise that because of these changes prospecting and cold calling is becoming less effective, so you need tofind other ways that allow you to reach your audience more effectively and use prospecting and cold callingappropriately.When asked more people have made bad buying decisions based on a cold call than anything else.Take a look at this blog post called “The Biggest Lie In Sales” which outlines some of the actual statistics.I struggled with these concepts myself at first but I knew somewhere deep down they were right as the buyer inme was crying out in agreement. When I cast my mind back to those times in my career where things reallyworked well for me it was where I was given the space to be myself, to be natural and to understand my buyersand how I could help them.When you pull back from the constant selling barrage and start helping prospects and customers to buy, thingsstart to change. Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 15 of 17
  16. 16. The 14 Secrets 1. Your Guaranteed To Pull A Crowd Outside Your Front Door Using The Power Of Laser Targeted Positioning Over Shotgun ProspectingWhen buyers want or need something important they go looking for it, or turn to trusted sources andauthorities for advice.These may be found inside existing networks from personal contacts or friends or they may have to go out andfind what they want through research.If you were considering a face lift you would seek out a plastic surgeon, if you found yourself in a legal situationyou would look for a good lawyer to represent you, and if you were experiencing difficulty with a sports injuryyou would seek out a sports therapist.Not only will you have taken the time to seek out these trusted sources, but once you arrive at that trustedsource you receive advice after a detailed consultation where you may have to divulge secrets that few wouldbe party too, and at any time you are free to go get a second opinion.These “trusted sources” didn’t find you, instead you found them knowing that you may have to listen to somepainful truths and pay good money for their services if you decided to proceed any further. Buyers Are More Likely To Buy From A Trusted Source Than From Anywhere ElseHave you ever wondered why customers don’t respect you in the same way they do a plastic surgeon, lawyer ortherapist ?Why is it with your level of education and valuable experience giving you the capability to deal with some verychallenging problems, you still don’t receive the same level of respect they do ?The advice from these trusted suppliers is certainly not always right, nor is it any more superior than your ownwhich is blindingly obvious when you see the cases of miss diagnosis by doctors, and flunked legal cases. It’sjust not fair!In a survey conducted by the CCB Fast MAP, a panel of 1,287 people whose demographics mirror those of theUK population, where asked to give their views on those in different types of profession.Almost a third found salespeople slightly more irritating (31 per cent) than marketers (27 per cent), while 17per cent felt marketers were the more boring of the two (sales people, 15 per cent).Unfortunately, untrustworthiness was considered to be the second strongest trait in both groups - salespeople28 per cent, marketers 21 per cent.None of the seven professions researched scored highly for being "entertaining"; marketers topped the bill witha miserable 6 per cent, trailed by salespeople at 4 per cent - all the rest scored zero.When panels were asked what the top 10 most hated professions were telemarketers or telesales people andPR professionals appeared most often in the top 10.Development Dimensions International in their 2007-2008 Global Sales Perceptions Report found that;1) "Snake oil" stereotype persisted. 46% of buyers would not be proud to call themselves a salesperson. Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 16 of 17
  17. 17. FOLLOW THE LINK BELOWTO REQUEST THE FULL GUIDENic’s BUSINESS DEVELOPMENT GUIDECopyright ©2010 Nic Windley All Rights Reserved Worldwide Page 17 of 17

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