Most small businesses I have worked with spend the majority of their new business development time marketing. Hey, branding, and building awareness is critical, but the fact of the matter is marketing can learn invaluable lessons from selling skills.
u The most successful sales reps are the ones who are effective listeners. They do not try to push their product or service, but rather solve problems and address concerns. They sincerely want to help the prospect become more successful and eliminate the frustrations and stress they are experiencing. What are you offering in your marketing communications that will give prospects what they currently are not getting? A "me too" rarely convinces a prospect to switch suppliers. Give them a good reason to want to do business with you.
u Successful sales reps are the ones who are unashamed to ask for the order. They are not shy or bashful as they believe they provide the best solution for their prospect's needs. They cannot effectively pull this off if they haven't listened first. When you develop your website and e-mail communications, they must project a need for the reader to take action now. Let's face it; people do not spend a lot of time analyzing your website or literature. If they have to connect the dots in order to figure out you want their order, you are not going to get very many of them.
u Effective sales reps anticipate objections and are well prepared to deal with them. Think about the most common reasons why a prospect would be hesitant to buy your product or service and include answers to those objections in your website, literature and communications.
u Sales reps communicate in a style and manner that prospects can easily relate to. They like to be able to comprehend the message without having to work hard to understand it. Too often, owners write their own copy, and it is too technical or confusing. Have a sales person review the copy so that the reader can not only easily understand it but actually want to read it.
u Sales reps will go the extra mile to get answers and be responsive to the requests of a prospect, such as how soon can I get a quote, responding to an inquiry or getting them a shipping date. When you get an inquiry, jump on it right away! The early bird gets the worm.
u Do most prospects buy from sales reps who do not look or communicate professionally? Present professional looking communications. Does your website, business cards and literature look like they were made in the back room by your nephew? You only get one chance to make a good first impression.
By incorporating a selling perspective into your marketing communications, you will be more effective and more successful. Like most objectives, it takes some time and effort. It is well worth it.