The job of marketing is to bring customers or leads in.
The job of sales is to get the customers to open their wallet and execute a financial transaction with your business.
Now, if it was only this easy … right? Here are a couple of scenarios where things could go haywire.
The sales team is not able to sell to customers that your marketing attracts.
We have two choices in this case. First, get a new sales team or retrain your existing sales team so they are better at their job. Second, change your marketing to attract the right kind of customers to your business.
Sales team is not able to deliver on the promises marketing makes.
This can cause a lot of anger and frustration, not to mention confusion in customers mind. So, how do you fix this? It’s not a simple fix but getting everybody on the same page is a start. Find out what sales capabilities are. Can they improve upon it? If so, how? And how fast? Based on this, marketing will have to makes the appropriate changes so they don’t over promise. But, the most important thing in here is constant communication between the two teams.
Ensure your marketing team is focused on the right things.
It’s easy to get off track in marketing by focusing on making websites and brochures look pretty. Now don’t get me wrong, it’s important to have things look pretty. But, knowing your numbers and having a strategy to improve those numbers are more important. Marketing needs to know how many people they are marketing to. How many of them are showing interest in the business. How many of them are trying to learn more about the business. How many are them are calling your sales team or walking through your front door? Once they know the numbers, the effort should be placed on improvement of these numbers.
Does your sales team know its numbers?
There are only three ways to improve a company’s revenue.
- Sell customers your products or service
- Increase the amount of sales per transaction
- Increase the frequency of each transaction
Here are some questions you need to ask your sales team are:
- Of all the people that walk in the door, how many are opening their wallets?
- On average, what is each transaction worth?
- Is that number more than what each transaction was worth last quarter or last year?
- Has the frequency of each transaction increased in the last quarter or last year?
If the answers are not satisfactory to you, there might be some work needed.
Hope this helps!