Marketing and sales work best when they are in harmony. This article includes tips on how to market your business, how to boost sales and how to align the two.
In today’s blog, I wanted to help you dig into the ‘how-to’ of marketing and boosting your sales. But before I do, let me share a secret with you about creating sustainable growth: marketing and sales are not two separate entities.
To build a future of sustained growth, consider how the foundation between these two elements can be rock-solid from the outset. Perhaps think of them as a relay race where the hand-off from marketing needs to be smooth and strong for your sales, and invisible to your customer.
The special relationship between marketing and sales
Marketing is often boiled down to a simple headline: what do you offer and how do you tell people about it? But its real job is to produce the leads that your sales process then converts into relationships.
If your marketing is crystal clear on the benefits of working with you, your sales conversation becomes much easier. You aren’t ‘bagging a sale’, you are simply helping a person purchase the solution they already know they need.
Mapping the customer journey and identifying touchpoints
To get marketing and sales working in harmony, map your customer journey and align it with your sales process. This is the process of understanding every interaction a prospect has with your brand, and at which points you can comfortably interact with them to help them along the way.
Awareness (marketing): This is where you use storytelling to share the humanity of your business. Whether it’s through sharing your personal ‘why’ or sharing behind the scenes footage, you are pulling people toward you with interest.
Consideration (marketing and sales): Some people already know and love you, and some know you, but aren’t ready to buy yet. They need more time or stronger reasons to help them choose to work with you. This is where your marketing touchpoints: blogs, social media interactions and added value sales promotions like freebies or special offers can increase trust and respect in your business.
Decision (sales): This is the sales pitch, or as I prefer to say, opportunity meeting. By using the ‘what, why, and so’ sales technique, you match your benefits directly to the customer's pains and fears, demonstrate empathy and show them you understand their business and the sector.
Retention (marketing and sales): Once the sale is made, the marketing doesn't stop. You can continue to communicate along their journey to turn a one-time buyer into a loyal brand advocate.
3 ways to align your strategy today
1. Qualify your audience: Don’t waste time marketing to the wrong people. Use research to find the right customers so that when you reach the sales stage, they are less price-sensitive and a better fit for your service
2. Use a consistent brand voice: Whether they are reading a TikTok caption or sitting in a sales meeting with you, the tone of voice and how you make them feel after you’ve left must be identical
REMEMBER: If you wouldn’t say it in a meeting, don’t say it on social media!
3. Create a systemised process: From the nucleus of an idea to the final follow-up, your process should be a loop. Measure your success indicators at all the marketing and sales stages to see if there are any glitches in your harmony.
A note to my younger self
Since this article is about harmony and balance, I thought I’d share something I wish I’d known before I started out in business - How to balance ‘the hustle’ with self-care.
Your wellbeing should always be your first priority – not marketing goals, not sales margins - you. Your business can only be as happy and healthy as you are…
Burnout is still a very real risk that start-ups and entrepreneurs face every day, so find and keep good people around you: advisors, mentors, supporters and cheerleaders – those who will listen, help and be honest with you. And if you feel you need help, please remember to ask for it.
Mike Foster
The Entrepreneurs Mentor
