Sales Strategy

→ You might want to read this first  ←

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I'm hoping you've read the link above, as it will provide more context for what I'm about to say. If not, please head there, then come back and read this.

Right, seeing as you stayed 😂, let's crack on anyway.

You can't run fast without two legs, right? In business, there is no sales without marketing. They are like identical twins: separate, yet the same.

I have personally grown two of the fastest-growing companies in Australia - just ask the AFR. This success was achieved through a combination of marketing and sales, not just one or the other. They are two sides of the same coin.

Why?

Because to truly move a business forward, you need to understand the drivers of human nature and how your prospects' hearts, minds, and souls work. Communication is everything, and that's all marketing and sales are: communication. So, you need to know all the 'ologies - psychology, sociology, physiology, axiology, and so on.

Think of marketing as one leg and sales as the other. Businesses that see extraordinary success have someone in the organisation who is an expert at both. I've seen this time and time again. Any other scenario usually ends up with marketing blaming sales and sales blaming marketing – I'm sure you've seen this.

Outside of eCommerce, which controls the whole sales cycle digitally, you need someone to talk to someone else to do something that then makes you money. The role of marketing is to generate that 'someone to talk to', and the role of sales is to talk to that someone in the hope they will do the thing. You get the point.

The secret ingredient of any marketing strategy is the sales strategy, and conversely, the secret ingredient of the sales strategy is the marketing strategy.

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Scripts, pacing, tone, follow-ups, callbacks, opening gambits, measurements – you know the drill.

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So, if you're an organisation that requires humans to sell something, be it professional services, products, etc., let's talk about how the synergy of a sales and marketing strategy can keep you fast asleep at night.