Posts tagged sales
Another report, the 2011 State of Marketing: Outlook, Intentions and Investments, found that marketers are now beginning to focus, and accordingly spend more, on digital media and online marketing. Comparative research by the CMO Council revealed that of the marketers surveyed, a majority planned to increase their social media budgets by more than 5%. This budget increase could also be allotted to other forms of online marketing such as search engine optimization, mobile initiatives, online videos and banners, and brand building and promo products.Despite these increases, the report states that increased spending on digital media will still make up only a maximum of 10% of marketing expenditure. According to the CMO Council, it is of critical importance that marketers implement an approach that takes advantage of both digital and online marketing tactics. With the effects of these strategies capable of measurement, it’s no wonder these approaches are becoming increasingly popular for brand building and increased sales. This was reinforced by CMO Council’s Executive Director, Donovan Neale-May: “Today’s successful marketing organization is unifying its extended ecosystem, aligning more effectively with business and sales groups and integrating campaign components to drive efficiency and more measurable outcomes.”
In addition to the enhanced brand building tactics and increased use of promotional items, the report also revealed the participants’ plans to enhance customer segmentation and targeting. The CMO Council concluded by saying that marketing, has evolved from simple branding and now impacts many aspects of business operations, including strategic planning and forecasting, business development, pricing, channel management, and even product design.
When you are at a trade show or expo, it is so very important to understand that a first impression can sometimes be your only chance to make an impression to passersby. The term “big personality” can sometimes have negative connotations attached to it but in this specific case, it is a “big personality” that is honed in, professional and of course, effective.
If you are lucky enough to nab a person with a “big personality”, it is important to set them up for success and lead them in a direction of greatness. There are a number of things to help them focus on but during their training, these are the most important factors to check off your list.
Following up at a tradeshow is the ultimate way to paving the success of the show. You may have not made everycent that you were looking forward to making and maybe there was a smaller attendance than expected. Maybe one of your banners or employees didn’t show up. Or maybe the show was a blazing success and you would appreciate even more business to come from it. Well the point is, in any case, you should be following up with contacts made at a tradeshow, promising or not.
Sit down and make sure that you have your list in order. Get your contacts, the little notes that you scribbled on the back of their cards that states who they are and what you talked about (an important thing to do at a tradeshow) and decide if you are going to phone or email them. Possibly you will do both but will do one before the other. Either way, get a plan of action in your hands that can set you up for success.
Immediacy is Key
The longer you wait to connect with a contact made at a show, the longer you risk losing a possible sale. Make sure that the people that you have connected with and that you have got all excited and jazzed about your products has a chance to actually buy what you are selling! The immediacy factor not only shows that you value their business and time, but also shows that you want their business in the first place and more importantly it displays how you do business.
Separate, move on and start over!
As you call, you may have ‘maybes’ and ‘absolutely not’ or even ‘call back when my manager is here’ all of these responses should get you dividing the calls into separate lists. Separate into Hot Leads, Call Backs, and NO. Change the types of lists to whatever you prefer to call them, but the moral of the lesson is: make sure that you are dividing and conquering your lists so that you are eventually getting smaller and smaller lists that you can later divide amongst your staff. Also, pay attention the important Hot Leads list and get the money that you are looking for. After you are done, go over it again until you have no one left to call….this may take some time .
No you say? Well instead…take….
When you get an “absolutely not” it is important to keep them connected and to stay professional at all times. Make sure that you extend yourself in some way–web cast, newsletter or email blasts–to show your appreciation for their time; something that will give their time or company value…free.