Professional Documents
Culture Documents
Fundamentals of
Business to Business
Sales & Marketing
John M. Coe
“In the classic marketing definition sales is a part of marketing. In the real
world, the sales group almost always dominates marketing within a
company and is the power source between the two”.
In the new sales coverage model, the budgets should be focused on direct
mail, e-mail and telemarketing. The new sales coverage model is intended
to build customer relationships that go beyond the salesperson.
“Do not cover the market by size of customer, but pursue the share-of-
customer view.”
Other media are considered “surround” sound in the new sales coverage
model:
- Public Relations: real value is using the reprints in a direct
marketing program.
- Advertising: especially brand response advertising. A mix between
of both brand advertising and response advertising.
- Trade shows: if the show is highly targeted to your primary market
or segment, then go. And if you do, go with force.
- Seminars: are drawing cards to seriously interested buyers.
• A strong offer to use in DM campaigns (also use outside
experts)
• Personal contact is possible (make video!)
• Online seminars with Webex or Placeware save time
• Use all opportunities for public speaking
The author of the book is not very positive on CRM. “No marketing or sales
software ever made a sale”.
See figure 2.2 for a combination of contact media and 1 and 2 above.
3. The Start: Profiling and Targeting the Market
Overall small (1-24), medium (25-249) and large (250+) can also be
used.
Targeting: “put your head in the right position and your body will follow
soon”
4. Segmentation for Communications
John Wanakar: Half the money I spend on advertising is wasted, and the
trouble is I don’t know which half.
Lead development (nurturing) offers: what offers will move buyers from
one to another stage of the buying process. Information of value offers
work best. Valuable and objective information that will enable them to
make better decisions, advance in their career and even get promoted.
People reflect a need that the company has, but companies have never
bought anything. The people in the company buy.
6. High-yield lead qualification
“Salespeople want to sell. It’s the job of marketing to make it easier for
sales to occur.”
8. Up-selling / Cross-selling and Creating Customer Loyalty
The job is to get the second sale. First time customers can also be called
“very qualified leads”. Additional effort is needed to truly convert them to
real repeat customers.
What works is “random acts of kindness”. Select your top 100 contacts
and send them a nice gift (below $25) and say “Thanks for your business,
we enjoy having you as a customer”. Do not ask for anything in return.
9. Campaign Planning and Execution
Creative brief:
- Target audience description
- Key fact
- What marketing problem must the campaign solve?
- What is the objective of the campaign?
- What is the most important benefit or promise offered by the client
that the targeted audience must believe?
- What facts support this benefit or promise?
- What negatives may the targeted audience cite about the benefit,
promise, or use of the product or service?
- Who is your competition?
- What are the advantages & disadvantages of the product or service?
- What action do we want the target audience to take?
- What stage of the buying process are we targeting?
- What offers do we feel incite the target audience to take action?
- What tone and manner should the direct marketing have?
- What items are mandatory?
- How will the success of the campaign be measured?
What can be tested?
- List
- Offer
- Sequence and frequency
- Creative
Make sure there is enough diversity in the testing, so you will get clear
testing results.
Case story: guilt works (the dollar for completing the survey).
“To get sales appreciate the leads they should be more like rare eagles
than common pigeons” (Less is more )
Try to validate the data at least once per year by asking people in it if their
information is still ok. The value is in your data (it’s the data stupid!)
11. How to measure the results that will sell the management
It is not unusual to have a lead cost exceed $1,000 each. The good news is
that in almost all B2B situations the number of sales to required to pay for
the campaign is very low.