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Marketing and the Complex Sale
Written by: John BrennanArticle Overview: The complex sale presents a set of unique sales and marketing problems that benefits by a shift away from the traditional lead generation mind-set to a new way of thinking centered on so basic tenets.
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Marketing and the Complex Sale
- More ROI is reaped from the patient tending of potential customers (relationships) over time.
Lead generation is a conversation, not a series of disjointed campaigns.
- Build relationships with the right people and companies regardless of their timing to buy.
Engage people early (preferably before) in their buying process as possible so you can create and influence their vision.
- The first impression matters. So does the second. So does every single touch after that. Consistency and relevancy is key.
- Sales and marketing must work together as one team. Seeing each other as internal customers.
- A multi-modal and multi-touch lead generation portfolio will always outperform marketing tactics that stand alone.
- Sales and marketing should have a unified understanding and consensus in their language on things like ideal customers and universal lead definition.
- Companies don't buy - people do. Don't ever forget the human touch.
- Sales and marketing should have a unified understanding and consensus in their language on things like ideal customers and universal lead definition.
- If used properly, the phone is the single best way to reach decision makers and to begin a dialog when you have a complex sale.
- Buy-in from sales and marketing as well as executive leadership is critical to the success of any lead generation program.
- Be willing and prepared to close the loop with every opportunity that is identified.
- The purpose of marketing is to help the sales team sell.
- Trusted advisers win more sales than slick brands.
- Companies don't buy - people do. Don't ever forget the human touch.
The complex sale requires the human touch as a central element. It starts with our individual heart and our passion (Do I believe in what I'm doing?). Then we orient ourselves to our companies collective heart and passion (Do I believe in my company and what my company does?). Finally, we carry heart and passion outside our companies (Do we believe in what we're doing?).
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Article Tags: lead generation, sales and marketing, unique sales
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