At the recent RBA Marketing Council event, the topics of Sales and Marketing were put under the microscope as industry experts discussed the symbiotic relationship of these two integral revenue sources. Whether you are a large sized corporation, small business, or non-profit, we all have the same goal: more revenue. In many cases – especially at smaller companies – the sales department and marketing department are one in the same. So, it is important to understand the difference between the two, how they work together, and best practices that you can start using right now. Marketing can be defined in many ways, but in its simplest form it is your brand identity, your story, your services. As you can see, it’s a lot about you. Sales, on the other hand, is all about your clients and prospects. It is about their story, their needs (now and in the future) and then identifying solutions that will help them be more successful. Marketing helps fuel the sales funnel, but it is up to you to think creatively on how you can address prospects in a very personalized way and position your brand as a valuable resource. Here are some key take-aways from the event that we think everyone can use. After all, regardless of your industry or role, we are all sales people!

  • Don’t sell over the phone or email; use those channels to set up a face-to-face meeting.
  • Do your homework. Use LinkedIn and industry resources for insights and information that will help you craft your message and make it relevant.
  • Sales calls should always start with open-ended questions. Be an active listener and always come to a meeting with three (3) open-ended questions ready.
  • Cultivate your network and position yourself as a resource regardless of immediate sales potential. It may take years for prospects to turn into clients.
  • Social media, content marketing, and media influencers will continue to play an important and valuable role. Leverage these tools and position your brand well for the future.
  • Be confident that you are good at what you do and you offer a valuable service. You are not “selling” – you are providing solutions.
  • Harness the efficiency of Facebook marketing. It is the most inexpensive way to hyper-target and test messaging.
  • Make sure you spend more time engaging with others on social platforms and less time posting. Like, share, reply, retweet and repeat. This is more valuable than regularly scheduled posts.
  • Don’t expect people to listen the first time…or the next time. Be persistent. The average prospect requires 8 touches before you garner a positive response.

At The Byne Group, we love to hear insights from our peers and share best practices so that every brand can find their voice and connect with their customers in the most strategic and efficient way. Let’s map out your sales and marketing strategy for the New Year together!