23rd March 2012

Are your backs and forwards working together?

Last February, I visited the beautiful Mount Wolseley Hotel in Tullow, Co. Carlow, the home of Leinster and Ireland’s latest rugby star, Seán O’Brien. Carlow County Development Partnership invited me to their Inspire Carlow business event. First and foremost, it was a fantastic evening as everyone who attended the event was truly passionate about their ideas and so positive for the future.

Norman Bradley, a recycling entrepreneur referred to the old adage regarding property; location, location, location. He said that in business it’s marketing, marketing, marketing. This holds true in the Fast Moving Consumer Goods market where you’re depending on ‘pull demand’ and the customer choosing your product over another. But in the rest of the world, I believe that it is ‘marketing, marketing, marketing, SALES.’

Marketing is like the forwards in rugby, they probe and prod; looking for opportunities, adjusting to the game, testing & implementing strategies. They get the team in position before passing the ball to the backs (sales) to make the final breakthrough and take it ‘over the line’.

Marketing is responsible for product development, branding, distribution and advertising. Marketers identify opportunities; if there are any, they segment the market and test it, to find the profitable elements to it and communicate through media with potential customers to create positioning and leads for sales.

Marketers know that the decision-making process centres are based around Personal, Social and Psychological needs.

Some purchasing decisions are highly involved, taking a long time to consider and to satisfy these needs, like buying a new IT system or business premises. Other purchases are made in an instant, like buying pasta or potatoes in the supermarket. Marketers know this and it is also factored into the marketing mix.

But do the sales team utilise this preparatory work? Do they realise that they are part of the Marketing, Marketing, Marketing, Sales process?

I’ve seen and heard so many sales people present eloquently, competently and passionately about features and benefits of the product, but still the outcome was one of disappointment because the prospect ‘just doesn’t get it’. Why don’t they get it? We all know that decisions are based on emotions and backed up by logic.

What’s really in it for them - the buyers? How is your offering really going to benefit their lives? What emotions have you triggered? Are they going to be able to get home a little earlier or lighten their workload?

The best sales professionals know that they are part of the marketing cycle. They understand the marketing work that has gone in to develop the product. They also pick up key nuggets of information for feedback to the marketers for product improvement.

Of course, they need to be master communicators. They need to know how to question, listen & present to different personalities, using different communication styles and language that the prospect understands.

Knowing your customer is one thing but really knowing how to communicate & benefit your customer’s life is the key distinction in selling today.

The best rugby teams have the backs and forwards working together seamlessly. How well is your sales force integrated into your marketing process? Marketing, Marketing, Marketing, Sales!

Ted Clohosey

Managing Director

TedClohosey.com

http://tedclohosey.com/