Last post, we dealt with your target audience. We covered how asking the right question with the right context to the right person can make a huge difference in the response you receive.
Today, we’ll talk about 3 types of questions to help Marketers work more effectively with their Sales teammates.
I think the fundamental challenge in Marketing and Sales communications is that they don’t. Communicate, I mean. It’s way too easy for tunnel-thinking to take hold.
Scenario #1 – “Names” are NOT “Leads”
A collection of names, whether it’s from an online promotion or a trade show, is not ready for Sales calling. When Marketing tries to say they are, the disconnect erupts. Sales knows it’s a waste of time and Marketing thinks Sales isn’t trying. Sales is right. Names need context and qualification before they become leads.
So to help Marketing help Sales, Marketers should ask Sales: “What would you like to know BEFORE you make a call on a prospect?”
As you collect their replies, ask more questions about their answers. Find out why they ask for the information they do; what good is it to them? Understand the power behind a particular piece of information. That’ll help you buy into the process. It may even give you new ideas for gathering additional helpful data that no one has thought of yet.
Scenario #2: Sales Material Developed WITHOUT Sales Input
Let’s say that Marketing’s been doing its homework and has developed a new brochure to use. They write, design, and produce it. Then send it to reps in the field saying, “Here’s your new brochure! Go close some more deals.” Baloney again. I appreciate that Marketing did some field research. But they didn’t talk to their Sales Reps. They’re the people in the field daily speaking with the target audience.
Marketing needs to ask Sales for their opinion on the brochure before finalizing. They may say, “great idea.” Or they may say. “actually I have that point pretty well covered.” More importantly, they might be able to say, you know, it’d really be helpful if I had . . .” And that’s something you can consider adding or building for them.
Scenario #3: Marketing Sits in the Office ALL the Time
My final question you should ask of Sales is this: “Can I ride with you on some sales calls?” I cannot stress enough the importance of Marketers getting into the field with their sales reps. And especially in the B2B world, not enough are doing it.
Sales calls are firsthand exposure to what prospects are worrying about in their worklives, and what they think about products, trends, and competitors. And between calls, you get to spend time with reps just talking and thinking out loud about your business. During that time, ask the rep who he thinks will call on that prospect tomorrow. Follow up with what that competitor’s pitch line might be. Check out what he/she thinks would be the best thing the “home office” could do to help them close more business. Such brainstorming and rapport-building are essential for successful Marketing and Sales communications.
By repeating this process with reps from every region your company serves, you can see things you’d never otherwise get the chance to. You’ll learn jargon and insight that’s priceless. And you’ll be able to identify trends, gaps, and opportunities for new products, new messages, and new ways to better serve your audience.
Do you have any favorite questions you use to create conversation with your Sales team? Please share it! Thanks!