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Guest post by: Clayton Shold Become an Author

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I met with a senior marketing professional yesterday who wanted to pick my brain on sales models, different types of distributions systems and channel conflict from a sales perspective. I always enjoy exchanging view on the differences, similarities and co-dependencies of sales and marketing.

Much of my background has had one leg in sales and one in marketing. I love both areas, probably because I see them so intertwined. In my mind, the role of marketing is to conduct research to understand market potential and customer focused connections to the company’s product or service. Then marketing charts a course for the organization to follow to achieve their revenue goals.

The sales force for the most part provides the foot soldiers who execute marketing’s plans. Ideally sales provide detailed feedback to marketing in order to fine tune the game plan as required. Marketing responds with lead generation and contemporary and competitive product so that sales can drive the revenue engine for the organization. When everyone is firing on all cylinders … life is good.

During our discussion, I make the observation that in my experience most field sales professionals don’t lack for sales skills as much as they do for marketing skills. I was asked to explain.

Most companies have extensive training programs which focus on sales methodology. That said many could do a better job in providing more frequent refresher training to reinforce previously learned skills. Sales managers and mentoring programs tend to focus on activity levels and salesperson/prospect interaction. Both admirable and needed focuses for sure. What is regularly missed is the discussion around micro-marketing in the salesperson’s territory.

Sales reps, once ‘trained’ are sent out to the market place and instructed to sell. Bring in the business, the more the better. Some do, many don’t. Some excel, many don’t and eventually become a sad statistic on someone’s retention report.

In most cases the post mortem revealed the sales person simply did not get in front of enough prospects to utilize the selling skills they were proficient in. This is not selling, its marketing but we don’t talk enough to reps enough about this critical component of their role. It would be a wonderful world if all the sales person had to do was open their laptop or turn on their Blackberry to find a long list of qualified and pre-booked prospects supplied to them by marketing. This is usually where my dream ended and I woke up!

What type of micro-marketing are we talking? I’ve long subscribed to the ‘own your territory’ model, where you define a geographical area and work that area. Get known in that area. I’ll use an example of someone who may be promoting financial services, but you can substitute many different product or service providers. The question is how would prospects in that area find out about you? There are many things you can do.
• Guest author a short advice column in a local weekly paper. This is work so be prepared to give a 3, 6 or 12 month commitment to the paper. Perhaps your company can supply a ghost written article for you.
• Arrange a mail-drop flyer to homes identifying your services – local testimonials work well.
• Work with local community associations and offer to be a guest speaker at one of their meetings. Focus on a crisp advice focused messaging. Don’t get too detailed, relate to your audience, and don’t turn it into a commercial about you. Most people can figure why you are doing it. If you impress them and they are interested in your service they will connect with after the presentation. You can let them know you have left business cards or brochures by the coffee and invite them to call you any time.
• Would your local dry cleaner or bakery allow you to put a business card holder on their counter, or post one on their community bulletin board?
• If there is an annual community event such as a picnic, festival, or charitable fund raiser? If so, set up a booth, or sponsor one of the activities. Be present to meet and great, don’t over do it, a business card, handshake, warm smile and positive comment about the event will leave a lasting impression.
• Volunteer as a member of the local community association. Get to know local issues, local centers of influence, and demonstrate your talents, knowledge, and commitment to the community. The more you give the more you get.
• Engage with a local elementary school or two in your target area to help sponsor a parent-teacher night or school event.
• Don’t ever be without a business card. This happens all too often. A business card is your least expensive form of advertising.
• Door knocking. It may seem old-fashion but what a great way to get to know the neighbourhood. Saturdays work well with people out in their yards or washing the car. Again, don’t sell. Offer a quick friendly hello and comment about how nice their yard or their car looks. Then ask if they would mind if you left a flyer in their mail box. Create a favourable impression and keep moving. Create a systematic route to ‘work’ your territory. Then just do it.

The objective of the above activities is to create awareness. Repetition is good. Ask yourself, “Do the know me? Will they remember me? Do they know how I can help them? Will they know how to contact me?”

There are many excellent articles and books on networking, prospecting, local marketing and territory management. I encourage you to become as expert at local marketing as you are with your sales skills. The last advice I’ll offer is to dedicate a specific amount of time each and every week for your marketing investment.

At a corporate level, or at street level, when sales and marketing come together as one, good things happen.

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