Clearview Midlands April 2014 - Issue 149 | Page 40
DOORS&WINDOWS
WHY SALES DOESN’T WORK ANY MORE AND WHAT YOU SHOULD DO ABOUT IT
Sales people were the driving force of the UK economy. These high flying, superslick men and women wowed us with their in-depth knowledge, snippets of
wisdom and their insights. We trusted them, and we bought from them.
But along the way something
changed, and the reason is simple;
we now live in a knowledgebased society where information
is readily available and research
takes seconds. Customers are
better informed, better educated
and more knowledgeable than
ever before.
They know about you, your
products and, of course, the other
options. Sales people have lost
much of their power.
In a short few years the window
industry’s leading marketing
agency, Purplex has analysed
customer behaviour change.
Result? Your customers have
evolved from a buying cycle that
was 20% marketing and 80%
sales to a full reversal – 80%
marketing, 20% sales.
This change in behaviour has
thrown many businesses into
turmoil and many have blamed
their sales force. It isn’t their
fault. Instead of customers
relying on sales people to find
out information, they are doing
it themselves. The sales element
now exists to validate the
customer’s understanding and
decisions, finalise the details and
negotiate prices and terms. Some
80% of the decision has already
been made before the sales person
makes the call.
ADAPT OR BE LEFT BEHIND
More now than ever your
brand and reputation are crucial.
Instead of hiding behind your
sales team your business needs
to step out and share your
knowledge, product information
and expertise. Companies need to
change their entire approach to
marketing.
40
APR 2014
CONTENT MARKETING,
THE WAY FORWARD
This shift in customer
behaviour and marketing
has created a new marketing
discipline; “content marketing”,
and, as you would expect from
us, Purplex has already embraced
it, helping our clients both in
the UK and overseas engage with
customers - before competitors
are even on the radar.
Inbound Marketing is the
strategy of producing high
quality, original information
that potential customers find
invaluable.
This can include:
‘Think about what your customers want,
instead of worrying about your competitors’
“We don’t want our competitors
to know what we’re doing” is the
standard cry. It’s tough. Because
if your customers cant access
this information beforehand,
chances are they won’t contact
you at all and go straight to your
competitors.
Instead of worrying about your
competitors, think about what
your customers want. The more
they interact with your brand, your
information and your expertise,
the more they will trust you. So
when they do contact your sales
department, chances are they
will buy, and sales people are
champions again.
The 80/20 shift from sales to
marketing is happening; just
witness the bewildering array of
news channels, media, blogs, social
media and review sites, and the
explosion in e-newsletters, events,
seminars and ‘reports’, all designed
to impart knowledge, trends and
‘must have’ insights.
For companies that do
embrace this new thinking, the
opportunities are simply enormous.
As your competitors hold back,
you are building relationships wit h
future customers. Sharing insights,
expertise and the latest thinking.
Building trust and guiding
customers towards your brand and
your products. Then, the magic
happens. Customers buy from
you, become brand advocates and
share your brand and expertise
through ‘Likes’, ‘Tweets’ and
reviews.
• Blogs
• Guest blogs
• Articles
• Case studies
• Hints and tips
• ‘How to’ guides
• Slide presentations
• White papers
• Video
• Info-graphics
This information is output
consistently and shared through
websites, blogs, downloads,
social media and email
newsletters, creating trust,
awareness and turning potential
customers into buyers and
advocates of your brand and
products.
To find out how Purplex
Marketing can help you stay
ahead and create an inbound
marketing strategy, call
01934 808132 or visit: www.
purplexmarketing.co.uk
Don’t get left behind...
To read more, visit www.clearview-uk.com