Engaging Your Sales Team to Implement a New Marketing Strategy
You want to start planning a new marketing strategy, but the big question is how do you successfully implement it? It will require heavy participation from the sales team relaying the new message, and actually carrying out some of the elements. How do you bring it to them and get them excited about carrying it out? Easy – you involve them from the beginning.
Sometimes, between marketing and sales, we get disjointed and forget to lean on each others’ strengths. We are all on the same team with the same overall goal; to increase revenue. They are on the frontlines talking to the customers getting to know their pain points, needs, and how to customize their pitch to target that specific need.
One of the first things that you need to do is figure out what specifically you want to accomplish. By you, I mean the company-wide, collective “you”. This will be a collective goal that will support the wants and needs of the sales team while building on and supporting the overall brand.
Once you figure out the key goals, you move on to the “who”. Who do you target to give you the biggest bang for your buck? If you’re segmenting current customers, sales staff will be your biggest asset. Sit down with a customer list and really break them down on commonalities based on spending power, needs, and relationship.
After you figure out who you need to focus on, then comes my favorite part, the “how”. How are you going to really drive engagement to the targeted customers? This is fun for all parties involved, and is the chance to get the most creativity out of your workforce. This is also where the sales team’s strengths will come in handy. Use them! They know what people are asking for, what is important information to them, and the problems that need to be solved. They also have the best relationships with the customers that allow you to ask for feedback. When in doubt, ask one of your trusted customers how they’d feel or react to an idea, what is the most useful tool in getting that message to them, and how beneficial they’d find it.
This collaboration from the concept planning stage all the way through to the content creation assures that everyone is on the same page and is able to see the true value to every element of your plan. The only way to ensure the greatest success for the implementation is a united front from all involved parties.
Need some help?
Getting your sales, management, and marketing staff to work together as a well-oiled machine can sometimes seem like a far off dream where too many day-to-day tasks can get in the way. With a little help and guidance, our consultative services can help bring teams together with tools and action items to start to build a new collaborative work environment. Contact us to find out more.
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