In the same way that we know that one size doesn't fit all, having the same sales strategy for all customers doesn't work either.
I spend a lot of time with clients, examining their sales and marketing strategies in minute detail, and I can then understand what works, what doesn't, and what steps are missing.
I recently worked with a company who thought they should incorporate a telesales function into their marketing process. However, I wasn't convinced that telesales was right for them.
Telesales does work, but only if you are selling a commodity. It won't work if you are selling a solution.
In the commodity environment the classic FAB (feature/advantage/benefit) sales technique can be adopted, because deals are often completed immediately, and are usually very price dependant.
In the world of more complex sales solutions where there is a need to develop a good understanding of the customers' business as well as their sector, a solutions-based approach is needed to be successful.
With this type of selling, you need to be providing solutions to their needs and adding value. Sales are made on a qualitative basis, and the whole cycle is much longer, requiring more knowledge and effort.
If you are selling a commodity, then telesales may still be the way to go.
But for more complex problem solution sales, we recommend an approach which will deliver marketing engaged leads to your sales team, and give them the awareness and marketing intelligence to have a good quality initial conversation with your prospective clients. You need to be creating a longer term relationship which will ultimately yield better results.
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