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Lead, Sales, and Marketing Tracking

Tracking among salespeople has sometimes been given a bad rap. It really does not have to be that way! Remember, the main purpose in tracking lead, sales and marketing is to increase business revenues. In order to do that, you need to be able to help boost the sales of your salespeople, and in so doing the individual salesperson’s revenues will be boosted as well. This is a win-win situation for any business!

In tracking sales, here is one of seven numbers any salesperson or sales manager or business owner should know:

Individual salesperson closing or conversion ratio per lead source. This includes all paid and non-pain advertising, whether it be a referral, previous customer, television ad, radio ad, internet ad, newspaper, trade show or any other advertising. Your system should allow you an easy way to see where every lead came from, the leads that were closed by lead source, and the number of leads closed cumulative of all the lead sources.

You may wonder why per lead source? Many reasons, but one of the main reasons is so that you can see who is closing what. Everyone has strong and weak points, and when you start tracking the history of closes by lead source, you will definitely see that some salespeople close certain sources better than others.

For example, one company has a man who absolutely loves any lead from a certain radio station. In his mind, anyone who listens to that particular station thinks like him. In his mind, he has already made a connection with the caller. Connections start to build relationships, and relationships sell. He is well on the way to forming that connection.

On the same token, there is someone else who never listens to that station, does not necessarily agree with the hosts of that station and probably would not have that natural beginning connection with those people. He does not get those leads because history has shown he does not or cannot sell them! On the other hand, he is very good at networking events. He likes to talk with people at shows and rotary clubs. He is more the mingler-type person.

And then there is someone else who loves the calls from a certain magazine whose demographics are the people with incredible amounts of money. In fact, the more money they have, the more he enjoys selling to them. The man who is very successful in radio ads is very intimidated by the people with big money, and just has not been able to sell to them yet.

Why not assign leads to your salesperson’s strong points? If you want all your salespeople to be able to close effectively on a certain lead source, look at who is selling it already and see what he/she is doing. Use this information in your sales training. When you see weak points among any of them or all of them, adjust your training. If no one from your company ever sells leads from a certain lead source, then you need to examine whether or not that advertising works for you. If not, cut that advertising and put the money to advertising that works! If you are expecting a certain number of sales from self-generated leads and referrals, your system should show you that, too.

When you have all these lead sources laid out nicely and each representative’s leads and closes next to it, then you are able to quickly see how they compare with each other, industry standards, and your own standards. Once you see that, you are able to assign and train (and even, at times, let go) based on those standards.

One thing is certain, though, and that is that you cannot know where you are unless you have it tracked and laid out. Until you have that, you cannot even plan to grow your business.

It has been said, and we always say again, “Winners Know Their Numbers”.

Watch for Part 2 coming.

How a Sales and Marketing Strategy Can Save Your Online Business

Learning to make money online can be a arduous and time consuming task. This is no surprise, building a business from the ground up whether online or off requires knowledge, planing and time. Yet so often once a business is set up do people forget about the vital aspect of getting customers to their business and to buy their products.

Within Internet marketing there are hundreds of techniques that need to be followed on a weekly if not daily basis. A lot of these are basic maintenance of your website, or customer base. The marketing side does in a lot of cases seems to have been implemented as a after thought. This can be a business killing move.

Any business need a clear and focused sales and marketing strategy. From the moment someone arrives at your website you need to know what they are doing, where they are going and why they are doing this. Only with this information can you modify your sales pages according to customer trends.

But how to get people to your business in the first place? Targeted traffic is a term thrown around the internet but few truly understand its potential power. For this to work you must have a clear understanding of your target audience and design your web pages around this. This will make your website more appealing to your customers and help to increase your sales.

Every aspect of your website and traffic generation techniques need to be based on the customer and their requirements. Your backlinks need to target the keyword phrases that your audience will be looking for. You will need to think like a customer looking for your product,l then you will be able to find a usable and effective keyword which you can then relate back into your websites text.

Only with a sales and marketing strategy can any business make money, grow effectively and build real customer relations. Its only a shame that this is a often forgot skill when people are learning to make money online.

Sales and Marketing – Align, Define and Make Money

The word misalign is defined as, “positioning or arranging something improperly in relation to something else.” Sounds like too many sales and marketing departments in corporate America. Even though the two departments share the same corporate office, the approach to engaging potential clients and existing customers is often disjointed. Here are six key areas of misalignment that cost companies lots of money each year:

1. The marketing message doesn’t match the customer’s need.

Sales managers need to ask the marketing department to join their sales teams on daily calls and meetings. Marketing surveys and focus groups are good for research, but meeting with prospects and customers at their place of business is better. “Ride-a-longs,” as we call them in sales, is the best place for identifying needs and gaps in the company’s product/service offering. It’s the day-to-day interaction with prospects and customers that provide real-world data for identifying opportunities, challenges, and trends in the industry.

2. There is a call to action and but no training for the sales team.

The marketing program is working; leads are being generated, the right prospects are calling, and the new product launch looks like a success…until the phone is picked up by the untrained salesperson. The salesperson has received no education in building rapport on the telephone and has no well-crafted value proposition about the new product. The result is a beautiful marketing campaign with less than desirable sales results. Lots of money has been invested on the front-end of the marketing campaign to create opportunities, and zero money has been invested on the back-end to insure that sales can close the opportunity.

3. The marketing message doesn’t reach the real decision maker.

Business changed after 9/11 and the Dot Com Bust. Changes included more people, different people, and a shift in the power of each buying influence. Companies continue to market to old buying influences because the sales team is too busy selling to sit down with marketing to discuss:

- Who is buying.

- Why they are buying.

- New pain points.

- Decision criteria.

The company is aggressively marketing…to the wrong people. Imagine going duck hunting in New York City…

4. The marketing message doesn’t match the follow-up by the salesperson.

How many of you have received literature on an exclusive resort or high-end product? The marketing program worked until you called to place your order. The salesperson on the telephone line doesn’t sound exclusive, can’t answer basic questions, and frankly, isn’t that enthused about their own product/service. Enthusiasm and confidence is contagious and in this case, the salesperson has driven you to, “I better keep looking.”

Ever experienced this one? Your marketing message promises that your consultants are “professional and knowledgeable,” but marketing and sales have not met to determine what “professional and knowledgeable” looks like on a sales call. For example:

- Professional: If the sales meeting requires a leave behind, does the marketing piece coincide with the prices you are charging? If your salesperson is a professional, are they showing up for the appointment five minutes early and in a suit that fits? Yes, I am tired of seeing too short, too tight or too big in the conference room.

- Knowledgeable: Has the organization figured out the FAQ’s in your industry? Does the sales team know the answers? What about competitive analysis? Does the salesperson know the gaps in the competition’s service offering so he/she can better position the call?

5. Using email marketing and follow-up by sales.

Email is an inexpensive way to drip market to prospects. Prospects responding to email versus other types of marketing require a different type of follow-up. Traditionally, salespeople immediately pick up the phone to follow up on the lead. The email prospect doesn’t want a phone call and is often turned off by this type of follow-up. The marketing is generating a response; however, the effectiveness of the campaign is diminished because of an ineffective follow-up plan.

6. Good repeat customers are ignored and the focus is on new business development only.

Everyone in business knows it’s more profitable to grow an existing account than to prospect for new business. When working with sales teams on strategic account management, I often hear, “I’m not sure if my customers know about our full service offerings.” That is a sales problem and a marketing problem. Marketing can assist sales by making sure customers are aware of the depth and breadth offered by the organization through articles, special events, newsletters, direct mail, emails, etc. Sales can follow up by setting up business review meetings to discuss other products and services offered by the organization.

Align your sales and marketing organization. Togetherness is not just for romance – it’s a very good way to make money.