When I’m around marketing people it doesn’t take long to hear them complain about salespeople: “They don’t understand anything. They are impatient savages that destroy everything in their wake. They don’t even know what brand awareness means.” 😉
This debate often amuses me. Most of the time, I’m in the company of women, mostly younger than me. The terminology is very highbrow, some expressions are even unfamiliar to me. But I’m having a hard time understanding the problems they feel. It’s far easier debating about where to buy an 4XL polo shirt for the boss and why is chocolate getting more expensive.
Marketing and sales have a common goal
No offense – salespeople are special in their own way as well. Especially in regards to their view of the marketing department. But enough about that. This is not the point of this post. I only wanted to say that two teams that are natural allies don’t see one another as such in the unified process of customer acquisition and business development. It’s quite sad actually that they cannot see their common goal and codependence. They have a hard time understanding that they should be helping one another for the good of the company and both teams – marketing and sales.Marketing and sales have a common goal, yet they don’t know how to help one another. Click To Tweet
Since I’ve been hearing that salespeople don’t understand anything, I feel obliged to explain what salespeople do understand.
Lists, lists, lists
Salespeople understand lists. This is how their work begins and ends. It’s all about the lists. If a salesman is to begin working with leads, he first needs a list of potential customers. In the beginning, he needs a list to try and arrange a meeting with a customer to try and explain which of their problems can they solve with his help. In the end, he creates lists of customers where he will be able to seal the deal.
Marketing people: have you ever asked your salespeople whether they needed help in making lists? Better lists lead to better realization of their goals. They aren’t interested in customers that might need your company’s product. They will be much happier if they get a list of customers that are quite likely to need it. Could you prepare better lists for your salespeople than the ones they’re currently using? If you could, you are definitely speaking their language.
If marketing could make a useful list
The list with the contact information of people that gave you their business card in exchange for a teddy bear at an exhibition is not of much use to salespeople. The only thing that such a list guarantees is the work for processing it. If marketing considers something a lead, it doesn’t mean it is a useful lead for sales.
Imagine how much better would this list be if someone in marketing put in some effort and classified these contacts according to their industry and performance indexes or maybe even by size, depending on the product your company is selling. Such a list contains much more data and is much more valuable for the person that is about to establish first contact with the lead. All these parameters enable them to put the customer in context on their first call.Give the information about your lead that you use for remarking to your salespeople. Click To Tweet
Addressing someone in the context of their expressed interest is the road to success
Let’s be fair! Think about how much value would a list have for the salesperson if every lead had an information about their expressed interest according to their behavior on your website. Not only whether they clicked something or opened an email. You do realize that Amazon, Booking.com or EasyJet know full well what you are exploring when you visit their website. Since the services or products that you viewed on their websites suddenly start appearing in your ads, it is pretty clear that their salespeople could get this information before they call you (from a list, of course).
Context according to recognized patterns is the ultimate value that you can add to a salesperson’s list. Just ask them whether they would need that. If they do, FrodX can provide the technology and skills that are required for making “smart” lists (Prospecting 2.0) for salespeople.
P.S. Are you maybe interested in Prospecting 2.0 as an outsourced service? If you want more information, you are welcome to join us for a coffee.