PR is water (crisis communications and strategy management) marketing is heart, sales is fire (driving sales)… You get the picture.
Yes, all of these entities do more. It’s an analogy.
Those that work on the corporate side have worked with a sales force a time or two. Those in the agency world, though, need to understand the dynamic of marketing and sales that work together, and find ways to further strengthen as integrated marketing communications takes the front seat.
Do I know everything about sales strategy? No. Is it something that we should be discussing, educating and learning about? Absolutely.
Characteristics of a Sales Team (and why you should know them)
1. Intuitive nature based on their knowledge of a specific demographic and sales-oriented tactics
2. Open and personable, and/or quiet and instinct/listening oriented.
3. Unique perspective and knowledge of a demographic and consumer
4. Knowledge of case studies to help strengthen marketing strategy
4. Inside-out thinking v. outside-in Thinking (depends on who you talk to)
(inside-out thinking is ‘if we build, they will come’ v. ‘if we listen then build, they are already there.’ )
So, how do you get on the same level of playing field? These are just ideas, so add your own thoughts to the conversation. Brilliance comes in all shapes and sizes in the form of ideas. Something simple = powerful in this industry.
Don’t Change – Evolve
It’s very difficult to change habits. In the past, sales didn’t really have to work with marketing. It was a different avenue, different goals, even if the overarching line is always about driving sales and building brand recognition. Sales team, even if young, are managed by many who live by engrained ways. Don’t try to change them – but work with them. Ask questions about their field, why they do what they do. Build on tactics and strategy and use yours as an enhancement – buy-in will be more efficient and easy.
What do they get out of it?
Sales oriented minds (and market oriented with a sales twist) will be attracted to platforms that can help drive the purchase – so even if you tout engagement, make sure the bottom line is about more commission and more product being placed. Encourage the sales force to dive into LinkedIn, making connections and building relationships through recommendations. Customer testimonials is a great way to leverage buy-in.
I Heart Technology
Most of the sales people I meet are obsessed with the shiny, the new, and just love technology. It showcases to customers that they understand market, market value and identify with having the best to serve their target demographic. As most are visual learners, demonstrate on a smart phone or tablet how it can improve their in place tactics – and show proven success stories and case studies.
Hey, Let’s Sit Down
Have you ever actually talked to your sales team outside of work? Be their compadre on a professional level. The stereotype of ’sleazy car salesman’ might stop you, but they aren’t all like that. Get to know them. Build relationships – it’s what we are good at, right? – and truly educate yourself in this field. Read a few books. Ask questions. Show your interest. People will respond better if you value them before you value shoving new tactics down their throat.
Integration is happening at a rapid pace – and marketing is a piece of a gigantic puzzle.
