Internet marketing is an amazingly complex and sophisticated art form. The things marketers are doing to bring you the “right” customer is incredible. However, do not over estimate the capability of marketing to close a deal for you–it can’t.
In fact, there are some studies that show, at best, the marketing techniques are only about 50 percent correlated to conversion. That is pretty weak statistical linkage.
That leaves the sales process to play a pretty big role in landing that deal. So, lets take a look at a few things that will make that part of your business better.
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Organization, and more importantly culture, is what makes revenue pump out of a sales team. It is the fine balance between initiative and accountability that will make your numbers consistently strong.
Best practices in sales management have a few common threads to building a strong sales organization:
- Start small
- Measure performance
- Develop leadership
- Reward results
- Quickly cut losses
The key theme in these bullets is maintaining high expectations for success.
The business model you chose is going to significantly affect your sales process. How you get paid is core to how you sell.
However, regardless of your business model your sales process should emphasize revenue not activity. Too many sales processes are built around activity, not necessarily action.
Closely track your successes and losses, mapping your path to the former and crushing the obstructions that caused the later. This will give you a clear process based on definitive actions that increase the probability of closing deals.
Products and services are the core of why you are selling. But, don’t make this a crutch. A good sales process can make these (as counterintuitive as it might sound) less relevant. A good sales organization will actually fuel a need for more products and services.
Could sales become your business’ core competence?
Now, for the grand finale. The secret to sales process success. You can do everything else wrong, but if you follow-up and follow-through with the customer you will win more deals than the competition.
A strong sense of urgency puts you in the pole position when your customer is ready to move forward on your offering. Never let someone else be there when your customer is ready to pull the trigger.
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