Category: Marketing and Sales Relationship


Marketing and Lead Generation Minneapolis St PAul Minnesota AtlantaA prospect recently called into one of my client’s 1-800 number.  The inside sales person answering the phone asked the proverbial, “How did you find us?”

Which answer would you prefer?

1.     I was returning your call

2.     I found you on the internet or

3.     I’ve been following you for some time, and I think I need your help.

In my second post, I stated a statistic that 80% of buyers indicate they find their vendors and not the other way around.   In another post I showed the power of the nurturing cycle.  In either case, prospects now days are much further down the buying funnel, having either found you, or followed you for some time until their need bubbled up against the value of your expertise, product or service.

So if you are an emerging B2B business, how should you address this change in sales and marketing?  I find many CEOs stuck with antiquated ideas about sales and marketing.  For example, they first want to hire sales people because everyone knows you need sales people in order to sell.  Then they want to hire a marketing communications person to create a brochure and do outbound marketing.   The element they forget about is the 80% statistic.

Here’s a simple model for looking at your prospects:

You will need “Sales” to close the business, but having “Sales” find the prospect is inefficient.  (See “How many sales people does it take to screw in a forecast?”)   You can also do Outbound Calling, but this can be like shooting a .22 rifle into an empty metal grain elevator.  You’re not going to hit much, and you’re likely to get a lot of ricocheting.  Instead, targeted email marketing will get better results.  But if you want to generate leads and sales, it’s necessary to allow the prospect to find you using inbound Internet marketing.  They will percolate up through your lead scoring process and be qualified by Outbound Calling who can then pass then along to Sales.  A strong marketing and sales plan incorporates elements of all three depending on your business.

Lee Stocking
Prairie Sky Group
Making Sales Cry with Qualified Leads
lee.stocking@gmail.com
651-357-0110 (Cell 24×7)

Marketing Consulting Lead Generation Minneapolis St Paul Minnesota AtlantaWhen I was thirty-five, I worked indirectly for a Senior Vice President of a multi-billion dollar company.   He was several steps above me on the ‘corporate ladder’ and had pulled my ass out of a fire when my direct VP threatened to move me to Outer Mongolia for pushing a new technology too hard.  I welcomed the intervention, and my project came in on time and budget, and went on to sell $40M in Europe over several years.

However, the thing I remember him for was not his saving me.  One day, several years later, I asked him what advice he had for me.  At the time he did not know he would die of cancer within a year.  He thought for a while and then said, “Listen more.”

I’ve never been a great listener, and it was good advice.  It was a little hard to take.  But I imagine it was also not necessarily easy to give.  He was mentoring me when he said this.  I appreciated this more than his saving my job, because it’s helped me multiple times since.

In my last post I talked about the reaction to requests for social connection and the potential to ask what’s in it for me.  But I believe that a good portion of your networking and connections can be from people you don’t expect to get anything from, or who may need something you.   There’s an old expression that says you can’t tell what direction a gift will come from.  The number of times I’ve received something back when I didn’t expect it always surprises me.  So whom have you mentored lately?

Lee Stocking
Prairie Sky Group
Making Sales Cry With Qualified Leads
lee.stocking@gmail.com
651-357-0110 (Cell 24×7)

Marketing Consultant Lead Generation Minneapolis St Paul Minnesota AtlantaAs an update to my post “Lost“, I thought I would share a study I just read which was recently published by the University of Michigan on empathy.  I am not stating that there is a cause and effect here, but rather underscoring the need to add empathy to our sales and marketing communications and interactions.  Here’s an excerpt.  You can read more at University of Michigan.

ANN ARBOR, Mich.—Today’s college students are not as empathetic as college students of the 1980s and ’90s, a University of Michigan study shows.

The study, presented in Boston at the annual meeting of the Association for Psychological Science, analyzes data on empathy among almost 14,000 college students over the last 30 years.

“We found the biggest drop in empathy after the year 2000,” said Sara Konrath, a researcher at the U-M Institute for Social Research. “College kids today are about 40 percent lower in empathy than their counterparts of 20 or 30 years ago, as measured by standard tests of this personality trait.”

Maybe we should just… stop texting and emailing.

Lee Stocking
Prairie Sky Group
Driving Sales Through Customer Focused Marketing
lee.stocking@gmail
651-357-0110

Marketing Consultant Lead Generation Minneapolis St Paul Minnesota AtlantaI once had a boss that sent me an email asking me to set up a meeting with him.  His office was twenty feet away.  Lots of passive aggressive thoughts went through my brain before I realized that in a single stroke, he had embodied the two biggest black holes of personal productivity in contemporary business; emails and meetings.

No one is rewarded for the number of emails they read.  Yet we feel obligated to read them at all hours of the day or night.  Somehow we must feel our national productivity goes up when we read and answer emails.  This is especially true when Marketing sends emails to Sales requesting 29 things from them.  Don’t do this.  Remember the average sales person only spends 8 to 10 hours a week in real contact with prospects and clients.  Do you really want them reading your emails?

The problem with email is that it can be disruptive.  For those with the compulsive addiction to send emails or answer them immediately, it’s not helping.  It’s OK to send fewer emails or to answer them two or three times a day.  While we pride ourselves on multi-tasking, studies show that multi-tasking doesn’t produce more results, and that in fact, as humans, we are really poor at it.  If you disagree, please just try driving and texting.

The same goes for meetings.  Ask anyone where they go to get something done.  Rarely will you hear that they go to work.  You might hear answers like a coffee shop, or my office or on a plane.  Sometimes you hear a time such as early in the morning, or late at night, or weekends.   Meetings have the same disruptive quality that emails have.  They keep you from getting things done.  And the worst tool for creating this havoc is the open calendar in Outlook.  It screams… go ahead, make my day.

The worst offenders are poor managers.  They need to have meetings to see what you are doing.  Managers, please stop this behavior.

There is plenty written on the concepts of email and meetings.  But here’s my modest proposal.  If you want to improve the productivity of your organization try a couple of simple steps.

  1. Create a no email time on Tuesday mornings from 9 AM to noon for internal emails.
  2. Have no meetings the first two hour of each day, or alternatively no meetings on Wednesday afternoons.
  3. Check your meeting ratio… the number of meetings you schedule for others or attend versus the time you allocate to get things done.  If the open time is less than 50% see #2.
  4. Try having only one 15 minute meeting a week with your team.
  5. Pray for a blizzard.

If you follow these guidelines, I absolutely guarantee that your productivity will skyrocket so much that you will have extra time to read email and hold meetings.

Marketing Consultant Lead Generation Minneapolis St Paul Minnesota AtlantaIn my previous post, I wrote about the value of empathy in business.   To be clear, empathy is not agreement.  It is an understanding of another’s position.  It is also a form of caring which carries with it a responsibility to be strong about your own position.  Sometimes this requires courage.  The combination of empathy, caring and courage is a form of respect.

You cannot respect someone if you agree with his or her position on the surface, but secretly disagree.   I see this behavior frequently in hierarchical organizations.  The boss says ‘this’ and everyone nods his or her head in agreement, but thinks ‘something else’.

I also see this in the gap between sales and marketing when an organization allows marketing to report to sales management, especially if sales management has no real marketing experience.   Too many marketers simply nod in this case because they see things differently but may not have the freedom to act independently.  The best balance is achieved when sales and marketing are on equal footing.  But that requires these aspects of empathy and respect from both.

The worst type of sales or marketing person you can be is a head nodder.  Head nodding is not empathy, it is agreement and false unless you really do agree. The worst type of head nodding is silence because it conveys agreement.  It’s passive aggressive.  I’d rather have a healthy discussion and be persuaded by good thinking.  Then we have the common interests of sales and marketing at heart.