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The sales and marketing time machine 07/21/2009

Posted by Paul Daigle in Marketing, Sales.
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TimeMachineI was thinking recently about how sales and marketing have been at the center of everything I’ve done professionally since 1993. The ideas and tactics that fuel successful sales and marketing have always interested me.

Thinking about the goals of sales and marketing from an academic standpoint, it struck me how time really is the crucial piece.  Sales and marketing teams are charged with speeding up the clock. We are the time accelerators.

Let’s assume we have a good product or service. In time people will realize it… and we will be successful.  But if we wait for ideal customers to find us, learn about our offerings and realize how we can enhance their quality-of-life or maximize their bottom line, our competitors might beat us to the punch.  Or worse, we may  go broke waiting for enough of them to walk through the door.

Call in the Sale & Marketing team… the time accelerators! This creative, hyper-driven band of thick-skinners live for the challenge of locating people who are oblivious to the fact that our company and products exists so they can make introductions, influence purchases and establish permanent associations between needs and value and our company… and doing it all in as little time as possible.

We begin by identifying who our company can really help. Who is the ideal customer? What do we know about them? What can we learn about them? How can we reach them?

We then isolate exacting methods for reaching these prospective customers with messages that draw ideal prospects into meaningful conversations.  This allows us to uncover our prospective customer’s unique needs, concerns and situation. Listening, the key to sales, allows us to formulate a response that explains just how and why our company can solve these important problems. This detailed and customized explanation describes an improve future that focuses on the customers own needs… a future that is better because the customer found our company and let us help them. Articulating and delivering on this improved future is our key to sales, brand and sustained growth.

Our qualified prospects step into the Sales & Marketing Time Machine and are hurled off into an improved future in which they are our customers.

Sales & Marketing’s goal: To work to get prospects through our Sales and Marketing Time Machine as quickly as possible without sacrificing product quality or customer experience .