Issuu on Google+

14 Secrets of Sales and Marketing Integration that Maximise Business Development How to Engage More Prospects Successfully & Have the Best Customers Buy From You.

By Nicholas.S.Windley B.Eng. Hons

14 rules of low cost, high return marketing led sales which align you with modern buyer trends, overcomes market scepticism and significantly increases your credibility without wasting time and money on conventional advertising and cold calling.

Nic Windley & Associates Lead Generation And Conversion Strategies For Hi-Tech Businesses & Knowledge Led SME’s.

Copyright Š2010

Nic Windley

All Rights Reserved Worldwide

Page 1 of 8


Copyright Š2010

Nic Windley

All Rights Reserved Worldwide

Page 2 of 8


Why read this report ? - Today, every business is being forced to operate on new terms of business whether they like it or not. This report describes what’s causing this change, referred to as the “triangle of change” and puts forward a series of powerful ideas that have successfully changed the future of open minded businesses as well as my own life. As you read through this report you may find yourself struggling to accept some of these concepts but please bare with me as these ideas have been proven to be vastly more effective than traditional strategies. These concepts can be adopted by any business whether it’s web based or a traditional bricks and mortar operation, it makes no difference. There are no gimmicks or tricks, instead I am sharing proven rules and ideas that build to formulate an effective commercial strategy or business development programme for any business operating in technical or scientific led markets (they are equally applicable to any market), and will work just as well today and into the future as they did decades ago and have done in the recent past. Your time and effort invested in this document will be worthwhile.

About Nic Windley – In just under 9 years I went from graduate engineer to international commercial manager who continually sought and fought for positive, constructive and accountable change even when the businesses I worked for were at times blind or resistant. This was born out of a genuine care for the customers I was serving and a belief in the positive power of business. Career training included Tack Levels I and II, Solution Selling: Selling Complex Products & Services. Over my career I’ve personally sold millions of pounds worth of products and services in Hi-Tech markets such as Electronics, Plastics, Internet and Information and Communication Technology experiencing both the highs, where everything worked and the lows, where nothing worked at all. Now a business owner and consultant, since going self employed at 29, I’ve been involved in directly building a number of businesses, and made plenty of my own mistakes during the early days, which were the eventual trigger for conscious recognition and development of these rules. One such example was a company called Qtable, a promotional merchandise reseller, which was started in an established market I had no prior knowledge and from scratch it generated over £70K worth of profitable business single handed in its first year without having to cold call a single person, in a highly competitive and commoditised market with almost zero running costs just to prove it could be done. Nic has also worked with customers like Aardvark Engineering to reshape their business from an undervalued general engineering company into a leading automation specialist which as of January 2010 generated more in profitable sales in a single month than it had done in the whole of its previous year, which equated to 150% increase in turnover and better profit margins and won an award nomination with the British Engineering Excellence Awards (BEEA). All this during the biggest recession of the last 50 years and in the beleaguered UK manufacturing sector. It works. Today I’ve pulled together these direct experiences and consolidated what I’ve learnt into a replicable system that even the smallest of companies can use to generate amazing growth and the big boys could learn a thing or two as well. It’s this knowledge which was painfully and expensively gained which can help growth conscious businesses with great products and services change and evolve their sales and marketing strategies to help them achieve outstanding results.

Copyright ©2010

Nic Windley

All Rights Reserved Worldwide

Page 3 of 8


Contents

What’s Wrong With Conventional Sales And Marketing ................. 7 Buyers Determine the Where, When and How .............................................................................................. 7 Buyers are Informed and Multi Faceted......................................................................................................... 7 Buyers are Busy and Picky ................................................................................ Error! Bookmark not defined. Buyers Dislike Risk ............................................................................................ Error! Bookmark not defined. Buyers Loyalties Change .................................................................................. Error! Bookmark not defined. Buyers Want the Best Value............................................................................. Error! Bookmark not defined. What’s Going on Outside of Your Business Cannot be Changed so Focus on The Cause Not The Symptoms Where Simple Choices Can Make A Big Difference............................................... Error! Bookmark not defined. “Business As Usual” Is Over.............................................................................. Error! Bookmark not defined. A Few Dirty Secrets .......................................................................................... Error! Bookmark not defined. New Channels Evolve and Expand to Fill Growing Gaps Between Suppliers and Customers .... Error! Bookmark not defined. A Triangle of Change Has Developed Which Is Holding Your Business Back ........ Error! Bookmark not defined. When Things Went Wrong In My Career.............................................................. Error! Bookmark not defined. Start Using The Right Strategy By Cutting Loose From Old School Sales And Marketing Thinking .............Error! Bookmark not defined.

The 14 Secrets ............................................................................... Error! Bookmark not defined. 1. Your Guaranteed To Pull A Crowd Outside Your Front Door Using The Power Of Laser Targeted Positioning Over Shotgun Prospecting ................................................................. Error! Bookmark not defined. Buyers Are More Likely To Buy From A Trusted Source Than From Anywhere Else ....... Error! Bookmark not defined. Real Authority and Trust Is Established By Serving Your Market In The Right Way ....... Error! Bookmark not defined. Improve Your Status By Offering Expertise Instead Of Just Finding Excuses To Interrupt Prospects For A Sale................................................................................................................... Error! Bookmark not defined. The Easiest Way To Become An Authority Is To Create The Content Your Audience Craves. Error! Bookmark not defined. Why Anybody In Business Can And Must Seek Out Expert Status .................... Error! Bookmark not defined. 2. Predictable and Sustainable Business Outcomes are Achievable When You Deploy a System Based on Proven Formulas ................................................................................................... Error! Bookmark not defined. A Business Can Only Grow Successfully On Formulaic Facts Not Mysterious Factors .... Error! Bookmark not defined. Systems Give You Frameworks For Creating Predictable, Repeatable And Scalable Outcomes .............Error! Bookmark not defined.

Copyright ©2010

Nic Windley

All Rights Reserved Worldwide

Page 4 of 8


A System Focuses Your Resources More Effectively Allowing You To Achieve More With Less ..............Error! Bookmark not defined. 3. The Sales and Marketing Overlap is Your Opportunity to Integrate and Make Your Selling and Marketing Activities Far More Effective ............................................................... Error! Bookmark not defined. Advertising And Marketing Is Selling In Words And Selling Is Advertising And Marketing ... Error! Bookmark not defined. Where To Go And Learn The Formulas For Selling Remotely In Words............ Error! Bookmark not defined. An Engineer Learns To Write And Present Persuasively ................................... Error! Bookmark not defined. 4.

Have Your Marketing Do The Business Development Grunt Work For You . Error! Bookmark not defined. Your Strategy Should Be To Campaign Not Pitch Or Promote ......................... Error! Bookmark not defined. Effective System Automation Eradicates The Labour Intensive Low Return Repetition Work ................Error! Bookmark not defined. You Can Use 99.9999% Of The Time Available In Every Day To Campaign and Sell With A Website .....Error! Bookmark not defined. Websites Don’t Need To Be Search Engine Optimised To Have People Find Them ........ Error! Bookmark not defined. Your Marketing Should Be A Sales Lead Filtering Mechanism ......................... Error! Bookmark not defined.

5. Your Prospects And Customers Will Be Instantly Sceptical Of Any Claim You Make Even When Your Offer Is A Genuine One ......................................................................................... Error! Bookmark not defined. The Core Ideas Of Your Message Must Be Constantly Reinforced ................... Error! Bookmark not defined. Messages Must Remain Consistent Across Every Sales And Marketing Channel Before They Will Be Accepted .......................................................................................................... Error! Bookmark not defined. Matching Your Actions With Your Words Will Further Reinforce Your Message ........... Error! Bookmark not defined. You Have To Prove What You Say Before You’ll Be Believed............................ Error! Bookmark not defined. 6. An Expert Status Will Earn You Free Advertising And Multiply Your Credibility ........ Error! Bookmark not defined. Ensure Your Voice Is Consistently Heard Above The Market Mayhem ............ Error! Bookmark not defined. The Media Can Help You To Further Prove Your Case ...................................... Error! Bookmark not defined. 7. The Only Way To Avoid Commoditising Yourself And Your Business Is To Create Value And Opportunity That You Control ................................................................................................... Error! Bookmark not defined. No Longer Be Forced To Rely On Resellers And Distributors To Bring You Customers ... Error! Bookmark not defined. Put A Stop To Supplier Price Wars By Not Starting One In The First Place ....... Error! Bookmark not defined. Differentiate Yourself With Offers And Packages That Deliver More Than Your Competition................Error! Bookmark not defined. Work With Credible Offers That Need A Voice ................................................. Error! Bookmark not defined. 8. Significantly Reduce Your Risk By Using Every Channel That Generates Measureable And Profitable Results That You Can Quantify And Track ............................................................ Error! Bookmark not defined. Copyright ©2010

Nic Windley

All Rights Reserved Worldwide

Page 5 of 8


Diversify Your Channels To Expand Your Market And Reduce Your Risk .......... Error! Bookmark not defined. Just One Good Sales Letter, Ad, Press Release, Blog Post or Interview Can Make You Consistent Money ......................................................................................................................... Error! Bookmark not defined. 9. You Must Know Your Numbers To Determine A Return From Any Time And Effort Invested .............Error! Bookmark not defined. 10.

Always Be Working On Your Relationships With Key Audiences ............. Error! Bookmark not defined.

Life and business is far too short to be boring all of the time .......................... Error! Bookmark not defined. More Sales are Made Based on Emotional Responses Than Anything Else ..... Error! Bookmark not defined. Tailor Your Communications To Each Prospect And Customer ........................ Error! Bookmark not defined. A Well Maintained Database Ensures You Stay Relevant And Personal While You Sell In Bulk ..............Error! Bookmark not defined. The Best Way To Establish, Maintain Or Repair A Relationship Is With Open, Honest Communication Error! Bookmark not defined. 11.

Its Significantly More Profitable To Service Your Existing Customers ..... Error! Bookmark not defined.

12. Your Market is an Ongoing Conversation and you Will Earn Far More Credibility by Getting Involved Openly and as a Contributor of Value Which Can be Easily Understood ............. Error! Bookmark not defined. Buyers Prefer Easy Reading And Listening Over A Great Story Told In A Complicated Way . Error! Bookmark not defined. See The World Through Your Customers Eyes.................................................. Error! Bookmark not defined. Match The Language Of Your Market.............................................................. Error! Bookmark not defined. The Conversation Is Your Key To Being Able To Innovate Effectively ............... Error! Bookmark not defined. 13. Maintaining Alignment With Current and Potential Buyers Will Keep the Door Open Error! Bookmark not defined. 14. Your Focus Should Always Remain On Helping Your Customers Solve Real Problems . Error! Bookmark not defined. Examples Of Wasteful Sales And Marketing............................................................. Error! Bookmark not defined. The Future Of Sales And Marketing .......................................................................... Error! Bookmark not defined. What to do Next ....................................................................................................... Error! Bookmark not defined.

Copyright Š2010

Nic Windley

All Rights Reserved Worldwide

Page 6 of 8


What’s Wrong With Conventional Sales And Marketing We live in a buyer’s market, where access to information and powerful research tools has put customers and prospects at an advantage over businesses using ineffective and outdated sales and marketing strategies. Buyers are changing the rules and your now operating on new terms of business and only those people and businesses that evolve will survive. The effectiveness of outbound, push style, prospecting and marketing promotion is diminishing, because customers have had enough of suppliers that don’t deliver on their promises and now they’re taking a stand. If your sales and marketing strategies are not aligned with these developments then you have little hope in getting any profitable results.

Buyers Determine the Where, When and How Sales teams and marketers all over the world are experiencing increasing difficulty in reaching new prospects as buyers now dictate the terms of engagement. Buyers today choose, where, when and how they will interact with suppliers whether its online in the form of an internet search engine or market place listing, directories, webinars, video conferences, whitepapers, articles, slide shares, bookmarks, forums and communities or offline in clubs, networking events, sales letters, trade shows, mentoring programmes, magazines or journals and with you and your business directly. They also determine what medium they prefer to use whether its voice over the phone or in podcasts, audio downloads and CD’s, in words by email, letters, texts, tweets, blogs, or over video in prerecorded or live stream formats. Much of this diversification is a result of technological developments which can also be used as defences for screening and filtering incoming communications such as ad blockers, spam filters, call barring, Tivos (digital video recording device that can bypass advertisements in television programs), security card passes and don’t forget the well trained human gatekeepers. People still want to BUY though, it’s just they don’t want to feel “sold to”, so they retreat and diversify away from what they don’t like or trust. As the years go by head on in your face selling and marketing assaults will continue to be met with higher levels of resistance.

Buyers are Informed and Multi Faceted Buyers no longer need sellers to tell them what’s new anymore. They review their latest RSS feed, send out a tweet or run a quick search online and have instant access to information about you and your competitors.

Copyright ©2010

Nic Windley

All Rights Reserved Worldwide

Page 7 of 8


FOLLOW THIS LINK

TO REQUEST THE FULL

BUSINESS DEVELOPMENT GUIDE

Copyright ©2010

Nic Windley

All Rights Reserved Worldwide

Page 8 of 8


14 Secrets Of Sales And Marketing Integration That Maximise Business