If you want better results from your business sales and marketing in 2020, it’s likely that somewhere, something different needs to happen.
Knowing what to change is a real pain for businesses looking to get higher return.
No-one wants to be sold anything they don’t need or that isn’t really best for them, or that could cost them a lot and isn’t guaranteed… which let’s face it – is most types of marketing in the outset.
- What to choose or try?
- Who to use?
- How much to invest?
- What results to expect?
- By when?
It all depends on where you’re going. People ask me about how to increase conversion or what marketing they should do – but that’s like asking Jeremy Clarkson what car is the best car.
It depends on:
- where you are and who are you with?
- where do you want to go? and
- how quickly do you want to get there?
In sales and marketing that’s;
- market position and existing strategy performance.
- how many more leads and sales do you actually need?
- how much cash can you invest to get there in time?
Creative and marketing providers are passionate and excitable people, and it’s easy to get carried away in their world. The problem is, some businesses often end up buying a service that isn’t really what they need most, and if their expectations aren’t managed properly, quite quickly end up in an angry client/agency relationship.
The best place to start is to understand what you’re already doing and not doing, and where both can be better. What did you invest last year and what did you get back? That’s your benchmark.
But you should also look at how many accounts you lost. Do you know why and what are you going to do about it?
There is zero point in getting a new sales and marketing action plan if the business is leaking clients. That must be addressed at the same time – fixing issues you both know about and don’t know about, so that current and new initiatives have a greater impact for the company.
So how do you get more from your sales & marketing in 2020?
Fix the leaks and hone your messaging in for WHAT YOUR CUSTOMER NEEDS. And remember, it’s not necessarily what “you love” about your product or service.
The reality is that before you go and try something new, you should make sure that what you are already doing is tuned to it’s top potential. Often, existing business sales and marketing processes and content are missing a couple of ingredients that has the potential to bring much more in. Once real issues are identified, only then is it worth encompassing another approach into your strategy.
The best thing to do, is get a 2nd set of eyes on what you’re currently doing first. Get an independent assessment of how to get even more from what you’re already. That assessment or GrowthMAP (Master Assessment Process), will also show you what is best suited to your business resource, budget and timeframes for the results your targets demand.
This approach reduces your exposure to risk, is the most cost effective solution and gives you more stress-tested ideas and recommendations than you can shake a stick at!
But remember – wherever you invest, always test.
Happy New Year, and best of luck for 2020!
Talk to Chris about your business plans for the years ahead. Book your call here.