1. Make sure that salespeople understand the world in which the target customer lives. They have to be conversant in the issues and able to ask informed questions.
2. Provide clear positioning points (no more than five) that are backed up with all of the detailed information necessary to defend each point. Field deliverables should be white papers, customer case studies, analyst reports and article reprints -- not canned slide presentations. Sales training sessions should focus on reinforcing the basic positioning, updating the details behind each point and practicing role-plays.
3. Keep salespeople current on competitive moves and how to position against them. Weekly updates are best to keep the content fresh and the field knowledge levels high.
4. Stay current by conducting joint calls with the sales force. Are the positioning points strong enough? What are the most common objections? What new trends or technology developments may change the entire landscape? Nothing beats being across the table from a customer.
Put marketing to work for sales and you win both ways. Your marketing will be efficient and effective, and your sales will get a boost to the next level!
How Marketing Can Support Sales - To learn more about this author, visit John Brennan's Website.
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John Brennan
(Visit John's Website)
John Brennan Ed.D.
Dr. Brennan is President of Interpersonal
Development, LLC, a training and
development firm. Interpersonal
Development has provided sales training
and coaching to more than 3,000 sales reps
from over 100 companies.
A native of Australia, Dr. Brennan
received his doctorate from the University
of Rochester. His dissertation researched
the effectiveness of Behavioral Modeling
Technology in training people in
interpersonal skills. While he has spent
most of his career designing or delivering
training, he was also a Vice-President of
Sales of a training and development
franchise with operations in 25 markets.
Dr. Brennan has designed and delivered
sales training in North America, Asia,
Europe, Australia and the Middle East. He
has been a guest speaker at numerous
national and regional professional
conferences.
When Microsoft wanted Best Practices
articles on sales for their web site, they
called Dr. Brennan. The results are at office.microsoft.com/e
n-us/FX011387391033.aspx
His firm’s clients have included Volvo,
The Prudential, Merrill Lynch, Eastman
Kodak, Gannett, Equifax Europe, the
Economist Group and countless small
businesses.
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