Adopting a marketing strategy can take time and seem to be marathon, but it is one of the main tools that drive turnover in companies. In fundamental that it works in the best possible way for the business. Its goal is to create sales, but it is often seen as an expense and not an investment. The real deal is about making new customers, keeping them, and maximizing your profitability.
But what makes sales and marketing actions not aligned with the business strategy?
Here we see a gap in communication and collaboration between both sectors. It tries to solve separately what is customer service and the closing of a sale. That is the first problem, you lose sight of the fact that the objective is to grow.
The function of sales is to increase the profitability of the business and help future clients make decisions. When the sale is made, the employee is much more efficient. But all this vanishes when we see the results of more than 100 audits carried out in a month in one of the large ice cream parlor chains that we see repeated in other areas:
- 70% of the points of sale do not apply the promotions that their suppliers and franchisors lower.
- 82% of collaborators do not offer the launches and/or promotions available.
- 78% do not up-sell or cross-sell.
These three points are part of poor service, the main cause of losing customers, and today it is quickly affected by the transparency that is handled in social networks, with user comments about brands. Many, before making a purchase, investigate the networks for details such as attention. Not only a customer is lost, but a volume of prospects who read the negative comments.
Tips for harmony between the two areas:
All actions designed to increase sales, offer benefits to customers and potential customers, have a great impact on brands and we must not lose sight of the possibilities for growth and expansion.
In order not to lose customers, generating a negative image, the application of tools is recommended, such as mystery shopping, which allows to detect the fulfillment of these efforts of the marketing area to increase sales.
Another strategy to solve this lack on the part of the collaborators is implementing some incentive for them and training courses in which the importance of these sales tools is specified, how to apply them and offer them to clients.
The collaborators in charge of sales are the visible face of the company and they are the ones who transmit the values and benefits that the company has to offer to its public, that is why it is necessary to have an incentive program to motivate the collaborators.
So do not understand sales and marketing as separate issues, but they are invaluable to each other. Marketing is essential to propose sales strategies, and sellers to execute them efficiently.
Founder-CEO at Gett
Source: Ambito
