Marketing Greases Selling

January 6, 2009 by Lauren Rogers · Leave a Comment
Filed under: Marketing strategy 

by Paul Travis

Actually, the reminder note to myself was “eases” — but I now see that it’s about more! As a corollary to Travis’ Law (originally published Jan 2007) let’s formally spell it out as:

“The selling process gets easier and faster, the more and better you do marketing”.

Why would, and how could, this be?

  • Better targeting of features to need by customer segment
  • Positioning for uniqueness across the competitive reference frame
  • Alignment of price to value perceptions
  • Consistent messaging that resonates with the customer constituency

So the sales (”solutions”) person can simply ask if the product or service feels right. Oh sure, it’s a more involved conversation — with satisfaction of objections, customization, modification, etc.

But we’re talking about a WORLD of difference from many sales organizations that just “wing it” and burn a lot through a LOT of salespeople.

How can your investment in marketing grease your sales process and results?

Paul Travis is a principal at OneAccord Partners based out of Seattle with 25 years of experience in high technology, marketing, and consulting. He has also co-authored the book Leadership on Demand: How Smart CEO’s Tap Interim Management to Drive Revenue. His blog is www.60-Second-Marketing.com. Paul can be contacted at 206-910-2222 and Paul.Travis@oneaccordpartners.com.

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