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How To Search For Top Sales And Marketing Talent

Most companies follow the traditional rules of recruiting. You write a job description, you place an ad on Monster, and you hope that you receive some good résumés that hopefully match the job ad that you posted. You then sit back and wait for candidates to come to you.

This method doesn’t work very well right now, because most of the good people don’t necessarily look for jobs that way and don’t post their résumés on Monster. They network with their friends and their close associates within their industry in order to keep abreast of great job opportunities. They also follow their managers and leaders to new companies.

As an employer, you need to shift tactics. Think about where people are going and how they’re building their networks. You need to break into those networks so that you can find the best candidates. If your company has traditionally posted ads on Monster or any other employment websites, you might want to reconsider your approach and start networking with people in your industry, so that when the time comes to find the people you’re looking for, you’ll already have a great Rolodex to tap into, in order increase your sales and marketing staff.

Sales and Marketing Training – The Free Netwriting Masters Course On Writing To Sell Online

The sales and marketing training in the free Netwriting Masters Course will help anyone who writes to sell online to attract more visitors and increase their sales. I used the course when I first started my online business and I wanted to know how to build a successful website.

Whether it’s sales copy, adverts and marketing, or the main website and blog content, this free training course, written by online business expert Ken Evoy, gives guidance on how to write to sell. The course also highlights the differences between offline and online marketing techniques. The readers who will get the most from the information and training are those that want to build an online business, or already have a website or blog, and want to know the formula for writing to sell online.

When I first started writing content for my website I made the mistake of using my offline selling experience and making all the pages read like a sales pitch. This was all I knew and I didn’t know any better. When I read the Netwriting Masters Course I soon realised that the way to be successful online is to first attract visitors by offering great content, and to pre-sell to your reader within the content on the page. Pre-selling is explained as:

‘Selling is trying to get the sale. Before you sell, pre-sell. While selling might be your first priority, it does not come first. Your site’s first job is to satisfy your visitors’ needs and then lead them to your Most Wanted Response. It’s only at that point that selling enters the picture.’

As a direct result of the Netwriting Masters Course there was a complete change in the way I wrote my web pages. It wasn’t always easy to take in and use all this online marketing training, and use the new techniques. But with persistence, and practice, I picked up the sales and marketing training presented in the course and wrote good content that attracted visitors.

While learning to write good content I was also learning about keywords, what they are, how they should be woven into your content, and the importance of not overusing them. Ken Evoy, the author of the course, explains keywords from his own experience and uses easy to follow examples of how to get the correct balance between writing to satisfy human visitors and the search engines.

The sales and marketing training then moves on to what online sellers call the Most Wanted Response. This can be a sale, a click of a link, joining your website or newsletter, or any other action that you want to influence your visitors to take. This is the equivalent of closing the sale offline. And by now you start to see an Internet sales process forming: Content – Pre-sell – Call to action.

There is lots more online sales and marketing training in the 48 page free Netwriting Masters Course. So much great content that it is hard to believe that this valuable course is totally free. It’s an eBook that you will save and use time and time again as you develop the skills of selling online.

Slashing Sales and Marketing Budgets May Be Just the Right Thing to Do

There is a widely accepted belief that “When times get tough the last thing a CEO wants to do is to slash his or her sales and marketing budgets.” After working as a Fortune company chief marketing officer and also as a consultant to dozens of Fortune 100s and hundreds of smaller companies (through two major recessions) I have come to conclude that this corporate old wives’ tale is a bunch of bunk.

When business times get tough (such as they are right now) CEOs and CFOs have to take a hard look at every one of their company’s business processes. They have to look at what each one of those processes costs. And then they have to take a hard look at what each one of those processes contributes to profits (or lack thereof). And, as they identify a process that costs more than it contributes to profits . . . they have to make some budget cuts. Sales and marketing budgets are no exception.

Of course, simply slashing budgets seldom saves a company. And it certainly does not prepare a foundation for restoring positive growth. Slashing budgets is a holding operation. It is an emergency step that may buy time while business process improvements that have potential to get the ship turned around can be made.

Taking a hard look at Sales and Marketing what many CFOs are confirming is that very few traditional Sales and Marketing processes are producing positive financial returns on the costs and expenses invested in them. As a result, CFOs are doing what they have to do. They are recommending slashing sales and marketing budgets.

In the face of budget cuts what most traditionally trained sales and marketing people are doing is continuing to do what they have traditionally done. But they are doing less of it. As a result, sales continue to decline and deteriorating financial situations continue to deteriorate.

What an increasing number of forward-looking CEOs are doing is stepping back to reassess their entire customer-facing business process (in which Sales and Marketing comprises only about one-third of the business process dots). They are redefining that process to include not only Sales and Marketing but also the functions that design and produce and deliver what their customers want. And, they are forming cross-functional sales and marketing business process improvement teams and they are providing them with the training and tools they need to connect the business process dots that Promise, Produce and Deliver what their customers want (and will pay for).

So, Mr. or Ms. CEO, slash your sales and marketing budgets if you must. But, by all means, move on to connect all of your business process dots that build customer bonds, increase sales and profits and build a foundation for quantum growth.