Sales + Marketing: Finger pointing or handshaking

Most businesses divide their sales team and marketing team into two different groups. At one organization I worked with, they were physically in different buildings... in different parts of the city. But what really is the difference between these two departments? They share the same goals, but their tactics for achieving these goals are very, very different.

It’s easy to get caught up with definitions like, “marketing is from the brand and sales is from a salesperson”. If that’s how you want to differentiate, I’ve got news for you. That sales person IS your brand! To more clearly separate these two facets of your business, I look at it from the messaging perspective. Here is my simplified explanation of these two departments and where the lines start to blur.

Marketing is a message sent to the masses. Like yelling into a megaphone, you say it once and it’s received by many people. For example, think of a TV commercial or a Pay Per Click ad that’s impersonal and doesn’t have a person on the other end sending you that message.

Sales on the other hand, is a very direct message sent from just one person. The message is tailored and personalized for each specific audience. It’s also not as scalable (one salesperson can only talk to so many people).

Now, here’s where it starts to get a little fuzzy. If done right, your marketing can feel like it’s coming from a real person AND your sales team can reach a wider audience.

This is why big data and targeted marketing is so exciting; it crafts a message that is targeted to the individual… but sent to many individuals. When this happens, your efforts have exponential impact.

Don’t just take it from me, here are the facts:

  • Personalization reduces acquisition costs as much as 50%, lifts revenues by 5-15%, and increases the efficiency of marketing spend by 10-30%. (McKinsey & Company)
  • By 2020, 51% of consumers expect that companies will anticipate their needs and make relevant suggestions before they make contact. (Salesforce)
  • Increasing personalization in more channels can increase overall consumer spending by up to 500%. (The E-Tailing Group)

Here’s a couple of great examples where your marketing and sales team needs to work in perfect harmony:

Email: An average office worker receives 121 emails a day and sends around 40 business emails daily (Source). So it’s fair to say that this would be a sales channel,. Right? But wait, what about MASS emails? Those newsletters, automations, promotions and drip campaigns need to incorporate best practices from both departments in order to be effective.

Social Media: With over 2.19 billion monthly active users on Facebook, this must be a mass audience channel, right? Think again. Sure, you can have your marketing team create a bunch of posts, but without a sales perspective and communication style, your engagement and conversation ends there. To be successful, you need to build a relationship with your following, and who is better at building relationships than your sales team? By bringing together your marketing and sales minds, you’re able to attract, engage and even convert a dedicated community.

Sales and marketing are very clearly differentiated in our minds. But aren't they really doing the same thing? Connecting, convincing, and communicating. Any good salesperson or marketer knows that is the key to success.

If you are having challenges connecting with your clients, leads and audience, contact Marie at marie@atrevenue.com


How We Inspire Clients To Tackle Sales In The Office And In The Field!

Sales cannot stop once the contract gets signed!

Your sales process is part of your brand, part of your culture and the lasting impression that people take from your business. At @revenue, we know that creating a powerful process that both your sales team and your internal team can follow will allow not only for more sales but greater customer service and increased value per client!

 

If your business is ready for powerful growth, it's time we talked. 312.720.1399 x1

 


The 8 Characters that Kill a Sales Team

As a business owner, chances are you are used to being the one that gets it done. You drive the sales, you travel the miles, you push harder than anyone in your company - and when payroll comes around, you are one that makes sure that the money is there. No one will be surprised to hear that you bring a bigger passion to the table than anyone else in your firm, but if you are the only true driver you are headed directly into years of frustration and even failure.

It’s a huge step when you a hire sales staff, after all, you are trusting someone to go out there with your baby and trust that they will do the right thing. Now, you are managing everything you were before, while onboarding new sales staff who need deep engagement with and education about your product and brand and managing their numbers, creating a sales culture, ensuring effective collaboration with marketing, and….now you are hiding under your desk. It’s ok….come out....you don’t have to carry this alone.

We see business owners go through a range of emotions when the pipeline needs to grow. See if you recognize any of these characters:

  • The Imposter: You have been making this business happen through sheer force of will and sell well because you know every inch of your business, but that doesn’t mean that you see yourself as a salesperson or leader.
  • The Overwhelmed: If there are 17 hats in your business, you are wearing at least 14 of them. Adding the large time commitment of hiring, onboarding, and managing a salesperson or team could only make the stack topple.
  • The Aggressor: With consistently underperforming sales, you are losing your ability to maintain patience with your sales staff and you are constantly doing mental gymnastics going back and forth between firing the underperforming or just pushing them harder to get the results that you need. The sales staff becomes the pack of kids that are always in trouble, but there isn’t enough time to train or coach them out of it, and hostility is more and more a part of your interactions (or at least inner monologue)
  • The Incredulous: I don’t need accountability, I don’t need hand-holding, training or coaching, why do they?
  • The Blind: With no central tracking system I couldn’t see the sales pipeline if I wanted to, but I have no idea how to pick the right CRM or how to program it to get the information needed to make the proper assessments and plans. And IF I do get it going, how do I not only train the team but keep them engaged with it?!
  • The Rivet Catcher: You know that there are opportunities everywhere, but with BIG sales, current clients, past clients, new markets and new trends you are constantly staring up and hoping to reach out and catch what is falling instead of being able to distribute a plan.
  • The Transformer: You see your industry moving from transactional sales to relationship-based sales but with a team that has been pushing papers for years, do you wipe the sales staff out and start over or teach the old dogs new tricks?
  • The Bootstrapper: If you had a few hundred grand to toss into a new sales program, you might not need to lean so hard on the sales staff anyway. You need to find a financially viable way to get the right people in the right roles to move the sales team forward and start producing results.

Find yourself nodding (or shaking your head in commiseration) with some of the points above? Don’t beat yourself up, every business experiences this growing pain. But, don’t wait for the answer to come find you, reach out and learn about how our Fractional VP of Sales services can support you to create, empower and maintain a successful sales force and give you the keys to keep the sales machine running when you are ready for it.

Call us today at 312.720.1399


The Power of Polish: Making the most out of 7 seconds

Those of you that know me know that I never show up underdressed. I wonder if you know why I take care in my appearance?  Let me create a little business case for you….

When I started my entrepreneurial career I was young, and I mean young young. That special age where you think you know everything and that at 30 you will be a real grown up. That’s where I started. Since I already knew everything, it was easy, right?  Um, not so much. I very quickly stepped into a public role as the leader of eWomenNetwork and needed to not only sell to but confidently lead, a group of women that were 20+ my seniors and provide them with true value.

If I had walked on stage with a side ponytail or the most up-to-date fashion atrocity, it would have skewed their view of me for many, many months, and I would have to earn that credibility back. Not happening. I had sales to close. At that age, it sometimes felt like more of a costume, but I was ok with playing a role until I achieved the goal. Your appearance is how others decide to view you as a person, which they do, within the first seven seconds of meeting you.

What does your appearance say about you? Here are just a few possibilities:

  • Professionalism

  • Motivation

  • Experience

  • Attention to Detail

  • How you Represent your Brand

  • Trust

  • Like-Mindedness

So often we see business owners and employees that haven’t taken the time to put themselves together in a way that will not only help them open doors but help them close sales. A few years ago, one of my legal clients had a gorgeous baby face, not a wrinkle in sight. Before she went to court, she would pull her hair back into a simple high ponytail. How would you feel about a lawyer that looked like she was still in college? Not great was the answer for a lot of her clients. All it took was a different hairstyle to allow her to elevate her image to the professional kick-butt lawyer that she truly was! It simply took a little polish.

For the next week, I would like you to try a little experiment. Every morning, before you leave the house, take a look at yourself in the mirror and ask these three questions:

  1. Do I look like my brand (personal or business)?

  2. Is this a great fit for the meetings I have today?

  3. Does this convey my professionalism, my intent and my level of experience?

If the answer is always ‘uhhhhh maybe?’, it might be time to start putting together what your personal brand needs to be.

For questions or more information contact me at Marie@atrevenue.com


Dream Bigger

Our deepest fear is not that we are inadequate.

Our deepest fear is that we are powerful beyond measure.

It is our light, not our darkness

That most frightens us.

We ask ourselves

Who am I to be brilliant, gorgeous, talented, fabulous?

Actually, who are you not to be?

Your playing small

Does not serve the world.

-By Marianne Williamson

‘Marie, I have something to tell you,’ my client began, ‘when I started dreaming about my business and setting goals I was stretching to see myself at 400k in my first year. I thought I was calculating something wrong when I saw that I had booked 800k, but when I realized that I would have more than a million dollars of business on the books before my year was even close to its end I got…’ He took a deep breath, ‘I got scared.’

Sounds like a great problem to have, right? We all roll our eyes at those who tell us that their businesses have grown too quickly, but epic growth not only brings with it a bevy of technical issues but a lot of emotional issues that we aren’t prepared for.

Questions come flying through our brains like:

  • Does this mean that I should expand my business?
  • Should I raise my rates?
  • Do I want a bigger business?

And the truth is, this can be a scary and lonely place to be.

I would like to offer you two words that can greatly impact your future, wherever you are in your journey. Dream Bigger. If your goal, your dream, your plan doesn’t stretch you, make you uneasy or is something that you could do in your sleep, you aren’t dreaming big enough. If you don’t feel a little nervous when you review your goals every month (not your numbers), you are playing too small.

The next part of Marianne Williamson’s poem goes on to say that “we are all meant to shine like children do”, and there is so much truth in that. If your business doesn’t light you up, if you aren’t on fire, take some time and reassess why the heck you are working so hard.

How do you know when your dream is big enough? Gut check time.

  1. What impact would achieving this goal have on my life? If there is no true impact...push further.
  2. How does this align with my values? If your goal doesn’t allow you to exemplify your values (ex. It’s more than just a number) or the impact of your goal on you financially doesn’t allow you to achieve a personal goal that matches your values it’s time to realign.
  3. When you take time to put your goals into actionable steps, can it be done with little to no effort? You should want a little sweat to happen on your way to your dream, it makes it more thrilling to achieve.

This year, I had to realign personal goals this when my whole life suddenly changed; my partner suddenly died. I had to learn how to dream again, how to figure out what will bring me joy, abundance or peace when my dreams were suddenly and uncontrollably altered and out of my control. Learning to dream big is a practice, a muscle, a gift you must work on for yourself.


Your Best Business Partner - Silence

People should never underestimate the power of silence.  Ask any teacher in front of a room of children and they will agree that one of the best ways to get a room full of children to settle down is to simply stand still and be silent.  Silence signals expectation.  It provides space for thought, creativity and listening.  The proverb is true, silence IS golden.  In business, silence can often be your best partner on the road to success.

When we are silent we are leaving space for active listening to others.  Now I’m not saying that you should say nothing and just stare at the person across the table.  That might be a little creepy.  But, what is effective is asking an open-ended question and then giving the person time and space in which to answer.  By quieting ourselves we make room for other thoughts and opinions.  We are able to be open because we aren’t worried about what we are going to say next.  We are simply intaking, receiving information.  If you are interviewing a new employee, you will get better answers to your questions if you give them that space.  If you are talking to your team, you will get better feedback if you don’t jump in and give them the answers.  If you are meeting with a client, you will get better insight into their wants and needs if you let them take their time and think it through before you fire away with another question.

Good sales professionals also understand the value of silence.  In general, they operate under the 80/20 rule.  You should listen 80% of the time and talk only 20% of the time.  By doing this you can uncover needs, understand possible objects and connect with their/your customers in a meaningful way.  Sales professionals also know that silence can prevent the classic blunder of “talking themselves out of the sale”.

Silence is difficult for us to master.  It makes us uncomfortable and often we rush to fill that space with words.  Let’s say you are at a business presentation.  You have just presented a deal to your customer.  It’s a fair deal and you are anxious to close it.  Your customer looks at the presented document and doesn’t say a word.

...10 seconds go by...

...20 seconds go by...

You start to worry.  Sure, they could just be thinking it through, they could also be thinking about what they want for lunch... but maybe, just maybe, they are thinking this deal doesn’t cut it.  So, you start filling the silence with concessions, apologies and even objections they hadn’t even thought of.  Before you know it the deal is either much less profitable or, even worse, nonexistent.  All of this could have been avoided by simply staying quiet and giving the customer the chance to process the information they have been given.

Silence is a powerful business tool.  By learning how to strategically harness the power of silence business leaders can become more effective at communication, connection, and even sales.  Are you looking to be a better business leader?  Take the first step with our free leadership assessment tool and personal assessment.  https://www.atrevenue.com/leadership-development


How to Build & Keep a Good (Sales) Relationship

There are very few people in the world who want to be sold, but everyone wants to buy (hello cute shoes!). In the professional sales world, we all know that people buy from those they know and trust, but building that trust relationship doesn't exactly come with a road map. Fortunately, there are some tested and proven psychological tools that we can use, not to manipulate, but to help put a new potential client at ease and foster a great long term relationship.

1. Mirroring.  Listen, in general, people like themselves. Which means that they like other humans that are somewhat like them. As a sales person it is your job to be a chameleon, so if you notice that they speak quickly, pick up your pace. If they are leaning on the table, lean in. If they talk with their hands, guess what...so do you!  You may also notice (and this is a big one) that they may have a hard time making eye contact, meaning that they are introverted. If this person is sitting across from you PLEASE do not try to stare them down until they look you in the eye! Give them a break and pull back a bit, they will feel so much more relaxed.

2. TAKE NOTES! Do you remember the time when you used to keep more than 7 phone numbers in your head? Yeah, we don't do that anymore. So if you are expecting to remember that your client told you that their child is in softball or that they got married on the top of a tuna boat you are asking way too much of your poor brain. Use your client relationship management tool to keep those notes and refresh your memory before you call or go on that appointment.

3. Touch them in many ways.   Ok, mind out of the gutter, seriously you need to connect with people in a multitude of ways. Phone calls, lunches, handwritten notes, newsletters, social media, and gifting are all ways to let your clients know that you value them as more than just a number. Creating 'WOW Campaigns' and setting reminders for yourself in your CRM tool (activity sets will help speed this up and allow you to delegate some basic items) will make sure that your follow-up steps appear on your calendar and that you don't miss these critical connections.

Want to know more about how we can empower you to increase your revenue, see true ROI from your marketing and breeze past your goals?  Call Marie at 312-720-1399

Marie Hale is the co-founder and CEO of @revenue, a sales and marketing collaborative in Chicago. With more than 15 years of sales training and marketing implementation experience, Marie and her firm are dedicated to changing the lives of small business owners by empowering them to sell more effectively and employ powerful marketing strategies.


80/20 Folks! The Sales Golden Rule

80% and 20%. We all know this ratio as the key to maximizing efficiency, but how does that apply to sales? When I bring this up at my weekly sales class, the jaws drop... this is the amount of time the salesperson is supposed to listen vs. talk. 80% listening, 20% speaking that is! Don't say anything- just let that sink in.  That's right, if you are spending time presenting and talking, you're not able to understand the needs of your client. And listening, my salesperson friend is what your actual job is.

"But Marie, aren't I supposed to convince them to buy my stuff/services/etc?"

Nope.

Your job as a salesperson is to find out what are their compelling reasons for doing business with you, and IF they're a good fit. If you're not actively listening and instead of talking the whole time, you aren't doing your job.

To increase your ninja-like listening skills try these three things:

1. Ask open-ended questions. Make it a goal to take such awesome notes that you can quote your prospect's words back to them later in the conversation

2. TURN OFF THE DARN PHONE. Ask your prospect to do the same.

3. Care. You have to care about others to be a good sales person!  Try it! It might just make you a better human in the process.


Top 4 Tips To Eliminate FEAR From Sales

In my years of working with entrepreneurs, small business owners and even the top sales folks in companies there is one piece of ‘head trash’ that seems to be ever-present...Fear.

Some of us were raised with a fear of speaking about money.  Our parents taught us that if we had money we don’t talk about it because you don’t want anyone to know.  Or if you don’t have money you don’t talk about it because you don’t want anyone to know.  Money is something that can cause anxiety and, at it’s worst, it can lead to an inability to make a decision from fear that the money we need might magically not be there somehow.

We also fear hearing the word NO. ‘No, I don’t want to buy your product.’, ‘No, this isn’t a good fit.’

Or even worse, the deadly….’Not right now….”  UGH!

But here is the thing about fear most people don’t realize: YOU are in control of fear. You manufacture it, you give it power and YOU bring it to that meeting.

Here are our top 4 tips for eliminating fear in your sales meetings:

  1. Have a process and a plan.  How many of you ‘wing it’ when it comes to a sales call?  How’s that working out for ya?  Having a process to follow to get to your clients REAL (compelling) reasons to do business with you will empower you to ask the powerful questions that will uncover if this customer is a good fit for you, and vice versa.

  2. Practice. I know, I know...totally uncomfortable. BUT if you have an accountability partner that can role play a sales call with you, help you verbalize the questions you want to ask and tell you when you need to change what you are doing you will walk in knowing that you are ready.

  3. Set a good agenda and get permission. If your prospect thinks you are just there to present they will be primed to say yes or no based on the price only, not the real value of your service. Get permission to ask them tough questions about their business and THEN you can dive deep into the REAL reason they need to make a change.

  4. Don’t let fear drive your actions. Let go of the head trash. You don’t have to feel bad talking about money. If you don’t have enough money to even pay for the coffee, you might get uncomfortable asking for a large sum from your prospect. Don’t sell with your own pocketbook. Your client is in a totally different situation than you are. Let it go. You are there because, hopefully, you can impact his organization in a major way. Don’t fail him by not selling him what he really needs.

All of this takes practice. You can read a million sales books, but if you really want to move forward you need accountability, real-life experiences, and practice.  I invite you to join us at our upcoming Executive Brief where we deep dive into the psychology of sales, the human decision model, and permission-based selling.

“So don't be fearless. Instead, fall in love with fear. It’s the beacon in the night, guiding each of us toward the next better decision. It’s the challenge that asks us whether we’re strong enough to receive the benefits of all we’ve asked for. And it’s better than any alarm clock, giving us regular wake-up calls designed to help us rise to the next occasion.”

-Erika Napoletano

Columnist, American Express OPEN


Top 3 Silent Cash Flow Leaks for Small Businesses

by Elizabeth Andrews

 

Running a small business is often an all-hands-on-deck operation and a lot can get lost in the shuffle. With years of experience working hand in hand with businesses, I have seen all kinds of things that cost businesses time and money. With companies big or small, these are the top 3 things that consistently eat away at the bottom line.

ISSUE #1:  Invoices Aged Over 30 Days

Collecting payments tends to be the most costly part of running a company.  Companies commonly don’t have clear payment terms or tend to soften them to win the sale. With no plan of action to tackle unpaid invoices, many companies resort to a phone call and hope the client answers and pays.

FIX: Preparation and Preplanning.

  • Clear contract terms and documented payment agreements

  • Collecting (and securely storing) payment information for contracts or service agreements.

  • Recurring billing plans using accounting software or payment processor

  • Use of a simple customer interface to make payments

ISSUE #2:  No Reconciliation Process

“Reconciliation” may be a new term. It is defined as “the key process used to determine whether the money leaving an account matches the amount spent, ensuring the two values are balanced at the end of the recording period.”

For companies with linked accounting softwares and bank accounts, many think of this as a hands off task. However, human intervention is necessary to make sure your accounting books square up. When companies finally dig in, they find a variety of things:

  • Unpaid Customer or Vendor Invoices

  • Fee Increases from Vendors

  • Duplicate Charges

  • Unaccounted for Cash Withdrawals or Deposits

FIX: Two options, both will assist in cash flow and tax reporting:

  • Schedule time:  Block out a couple hours each month on your calendar as a recurring event. This will ensure regular attention to finding leaks.

  • Hire an hourly professional: Time is money. Bookkeeping professionals are efficient and as they learn your business, it will take less time to complete your reconciliation. Another set of eyes is also beneficial to see things you may have missed.

ISSUE #3: No Review of Services or Fees

This is common with mom and pop businesses all the way up to Fortune 500 businesses. Many companies don’t take the time to kick the tires on the fees they are paying to vendors. Because many take the stance of “If It Isn’t Broken, Why Fix It,” they are commonly overpaying. I have met with companies that have let 10+ years pass and overpaid thousands of dollars.

FIX: Knowledge is Power

  • Find your contract end / renewal dates for vendors. This may require reaching out to get copies of contracts.

  • Request an account review 6-9 months before the end of your contracts. They may find you now qualify for a new tier or reduced pricing.

  • Ask your tax or bookkeeping professional for recommendations.They are looking at companies’ expenses everyday and may have insight into where costs might not line up with industry standards.

Reach out to your local chamber of commerce, LinkedIn groups, or associations. Let others’ hindsight be your foresight.

Guest Blog by Elizabeth Andrews, with Calibr Merchant Solutions  www.gocalibr.com,