'Getting more sales through marketing...Today's optimum approach' How B2B sales development needs to change. Tim Arnold of Tarrystone Consultants

MAIDENHEAD, ENGLAND, October 03, 2010

We all know the internet has changed everything but probably no more so than in the way we go about buying things. In business as in everyday life the purchasing process now so often begins with an online search. These searchers become purchasers taking an active part to find the right products and services. And if the search leads to a company already known then purchasing processes to a more quickly reached positive outcome.
Many think that the internet has rendered both print and phone redundant. It's not surprising!
In the past outbound calling, either distinctly cold or warmed through qualified data on specific target groups and buyers, has been the prime element of sales development. Indeed cold calling has been so overworked that we have all become resistant to any call possibly with the rare exception of the one that comes when we are actually in the market for the that particular product on offer. Even then we may not even stay on the line long enough to hear about it. But inbound calls enquiring are another thing whilst requests for more information in print form give opportunities to both customise to the request and facilitate the desired outcome, be it meeting to present, tender or make a sale.
All this means it is time for a radical re-think on the way B2B sales are developed.
Of course some have recognised the changes with the growth of CRM and specialist 'lead nurturing' companies too. Yet there is an overwhelming need to bring offline sales activity and online capabilities together.
Marketing now offers more understanding of the drivers that lead to the need to purchase. Data can accurately identify prospect customers in target groups. Creativity can develop channel relevant messages created with the outcome in mind. Online needs fully exploiting with SEO, PPC and tactical landing pages and increasingly PR. Then all should be combined into rounded contact strategy, reflecting the sales forecast, which reflects all the channels and all customers.
Yet successful achievement means fully integrating many suppliers and sources; design, web production, specialist online agencies, data sources and sales support.
The results will be a building of sales success and company status with a lowering of the overall cost.
And that's an outcome worth driving for.
Marketing consultants Tarrystone have successfully developed and implemented this methodology for clients as diverse as professional practices, building services and maintenance, telecoms and semi-conductor manufacturers. They have produced 'Getting more sales through marketing...today's optimum approach' which details the many elements with many practical charts.
If you would like a copy just email tim.arnold@tarrystone.com.

TARRYSTONE CONSULTANTS are a UK based marketing consultancy specialising in bringing on line and traditional media into cohesive and creative communications to directly build sales
For further information contact
Tim Arnold Principal TARRYSTONE CONSULTANTS e tim.arnold@tarrystone.com
a 10/SL6 4LZ UK t 0(44) 1628 777 955 w http://www.tarrystone.com