Marketing won’t Cure an Illness.
Don’t rely on marketing to cure your sales problems . Beware of investing all your available marketing or sales budget on shiny slick campaigns. It makes no sense to spend money to drive potential customers to your door if your offer is obscure or confusing or if your sales staff or customer service is inadequate or of poor quality.
If your business has good lead generation and there is interest on the shop floor but the cash register is cold , you have a serious problem. Your business has poor conversion rate or poor customer skills and requires immediate attention.
Here’s the question, are the key sales staff adequately trained and able to close a deal. This generally means that they possess more skills that just product knowledge and that they able to demonstrate and explain how the product can solve the customers problem with features and benefits.
Be sure your customer service and the experience of purchasing form your business will keep them coming back. Too often marketing and advertising only focuses on the acquisition of new customers and not on the fruits of retaining and delighting your existing supporters.
Make sure the marketing budget is not a wasted sugar rush. Keep your sales troops fired up and motivated by rewarding good work. Ensure that staff are well trained in sales and customer service and then your marketing will translate into sales and profit for business
Posted by Rod Richards on 20 Jun 2010