Marketing is typically good at developing content driving brand awareness and attention for inbound leads, says sales trainer John Barrows. He points out that marketing is best at creating messages for people who have expressed interest in the product.
“The problem comes when providing the sales team messaging they can use to keep attention when making calls and engaging with people who haven’t heard of the company before,” says Barrows.
We literally have seconds to get someone’s attention, which is why the messages marketing develops fails when using it to make calls or write emails.
“It’s usually way too long, too general and filled with buzzwords that are not natural for a sales rep (or any normal human being) to say. This is where sales reps needs the most help but get the least support,” says Barrows, who feels the answer is in case studies.
“What we say about how great we are (“leading provider of …”) no one cares about. What our clients say about the work we do is gold. The results we drive for our customers is the number one competitive differentiator any of us have, especially at the beginning of the sales process.”
Is Your Tone Off?
How would you know if your first-touch email’s tone was the problem? How can you ensure your voicemail is not sounding needy, bordering on desperate? How would you know tone is even important?
The best way forward is to have your communications technique audited.
Truth is, you may be getting in your own way with prospecting. Because “marketing think” is helping you get it all wrong.
It’s not your fault. The “gurus” keep saying sales and marketing is blending together. Sales is marketing. Personal branding. Social selling. But these ideas are part of the problem. They result in impersonal, push marketing tactics.
They help you write messages using the wrong tone.
What has your experience been?