The purpose of marketing

While business owners and leaders spend a tremendous amount of time on developing marketing strategies and plans, they spend very little time even thinking about their sales process.

Ladder of Success copyThe way I see it, that’s like trying to climb a ladder with one leg.

The purpose of marketing is to directly support the sales process. That doesn’t mean supporting it only at the beginning of the sales process when it’s time to attract clients or seek out new prospects, but supporting it at every step throughout the sales process.

In How to Close More Business in Less Time, I define marketing as “any activity that speeds, shortens, streamlines, or favorably influences the outcome of the sales process.”

“Any activity” can include whitepapers, charts, graphs, emails, diagrams, videos, pricing options, testimonials, direct mail, thank you notes, follow-up phone calls, and so on.

A whitepaper can be used to support education. Graphs and charts can support a pricing rationale (especially important if you’re the high-priced guy on the block.) A follow-up interview – not a survey – with a 30-day and 60-day checklist supports not only follow-up after the sale but begins to build that ever-important lifetime relationship as you begin identifying upsell and cross-sell opportunities.

If your marketing is primarily all about front-end client attraction, perhaps it’s time to look at your sales process and to determine where and how you could be using marketing throughout the sales process to speed, shorten, streamline, or favorably influence the outcome of the sales process.

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