It can happen to anyone, we plan, we sketch and design a product and prepare for launch. We become so attached to our ideas that we lose objectivity and sometimes can’t see the obvious pitfalls in our campaign. As someone who is into sales and marketing, we pray that this never happens and that we are always focused on the customers’ needs and wants and more so deliver on a product or service promise. But should you find yourself lost or not achieving the sales targets you desire then you need to recharge your campaign and ask your marketing and sales team a few questions.
- Is the product research thorough?
Research is integral to any business, however if it was not conducted objectively, the results may be skewed or misleading. Therefore, your first objective to regaining control of your campaign is to ask questions to your buyers like “What makes you buy?” or What needs to change in order for you to buy more?”, in the case of price you want to ask questions such as “Is the pricing of the product competitive?”. These are just a few ways to start obtaining feedback and reshaping your campaign.
- Take the time to understand the buying process
Consumers and businesses approach the business process in very different ways. A consumer once a need or want is satisfied will decide to purchase however in a B2B context, purchases are planned in advance and most times go through a formal process before they are approved. To support this approval, add-ons as I call it or a support contract may need to be shown in order to complete a sale. So take time to understand the buying process, create a document on who your purchasing contacts are, converse with them and build a relationship – so when you get an order its reliable and translates into sales.
- Ensure that your marketing and sales are aligned
Too often I have to argue and differentiate the two entities. Many times businesses use it interchangeably and this often accounts for the failure in campaigns. Your marketing and sales team need to speak to each other, understand their responsibilities and where they meet; for example, marketing may ensure that the content is effective and nurture the right leads throughout the buyer’s discovery. The sales team then will be involved in the buying process as previously mentioned to build sustainable relationships with the leads and help decision making which will in due course lead to a successful close.
Once you know your goals you can assess the gap between the current situation and your end goal. Set small targets and for each milestone achieved celebrate the road to recovery. This will also help your sales and marketing team in restoring their confidence.