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Do You Engage with 360 Degrees of Your Customer?
We all know how important it is that sales, marketing, and customer service all know how to both speak to and listen to their customers. Whether you are a small company or a large one - you need the strategies and tools that address all three areas to a customer's satisfaction. Each area of contact receives different information - but it rarely is combined for increased customer benefit.
In this presentation, based on her book, 360 Degrees of the Customer, Lisa Dennis will share some actionable strategies and tactics that will bring these areas together to fulfill their true roles.
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Sad but true - people and organizations just don't buy "our way." Yet, I continue to see organizations make the claim that the sales cycle path they follow (frequently dictated to by the sales force automation tool they use) is the way that buyers buy. If that's true, then we are all swimming in deals and have more revenue than we know what to do with. Okay, that little dream was fun. Now back to reality!...
In much of the work I have done for the past five years, I have observed the following organizational behaviors that run counter to our targets' buying habits...
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Both sales and marketing are charged with building mutually beneficial and strong business relationships. With today's communication options, it is inaccurate to assume that only Sales can deliver that, and it is equally inaccurate to say that only responses to marketing programs are indicators of a new or improved relationship. Strangely enough, I've heard both said many, many times.
Yet, both sides are driving to the same goals: improved customer satisfaction/experience, product/service quality, communications, trust, loyalty, commitment, and a stream of purchases.
How to get there from a relationship point of view?...
The First Sale is Made by Marketing
Sales people typically make most of their money on commission. So if you want to catch the sales force's attention and have them enthusiastically sell your new product or service, follow-up on your latest campaign, or help you get prospects to an event, you need to come up with real reasons that tie into how they will be successful at meeting their quota. What is your marketing message for the sales representatives to get them to buy your programs? Be the marketer that understands that the first sale should be made internally.
To make sure that the sales team is factored in, you start at the planning stage. In order to make sure that the campaign is hitting the right chords with the prospects, a reality check with sales is never a bad idea. Information to gather and fold into the plan:...
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