You might be thinking that hiring a salesman might be your only path to sales success. But there is an interworking of both marketing and sales that both sides don’t speak much about. But without a balance of both, you’re going to fail.
Marketing Without Sales
It’s rare, but it happens. An organization thinks it can market itself into the sales it needs to grow. Typically, the people behind this idea are introverts, who’d rather not approach people, or feel that sales is too – well – “sales-y.” This aversion is understandable, but based on some misguided notion of what real B2B sales looks like.
But as an owner or leader of a company, sales might be part of your everyday activity, so digital marketing might be the main way you try to communicate and create activity in volume while trying to keep your business going.
Without some level of sales effort, even to close the deal or make an introduction, you’re not going to be very successful.
Sales Without Marketing
This other end of the spectrum can be equally as dangerous. I equate this as the blind dog on the hunt, bringing back any and everything he can without a larger strategy in place to how they use their time. Sales without marketing can use a ton of effort, and require the sales team to get more and more activity, at lower returns.
Eventually, you hit the wall and you’ve got to start thinking more strategically and using other channels for outreach and communication. You can’t simply win them all with a smile and a warm handshake. You need to have an organizational culture that supports both the hunters and the farmers.
The Perfect Mix
There is a good middle ground. Your sales team needs to be efficient and use the latest channels of communication to reap the harvest. But that harvest needs to be planted by a marketing team that knows how and where to sow the right seeds so you can make the most of your sales and marketing effort. Both need to work together to make it happen.
So, Do You Need to Hire a Salesman?
First, I think sales is a noble art. I am pro-sales, and most of our clients have salesmen, or the owner sells.
So, that is really the question I am trying to answer here. If you are a CEO, and do the selling for your company, is the pain you feel going to be removed by hiring a sales person, or could you do a better job with better marketing?
Marketing Will Cost Less Than An Additional Salesman
Yes, hiring a salesman is going to be expensive. If you are doing a good job with sales, and you are your best salesman, why not think about a lower-cost addition to increase your sales rather than a high-cost solution? You might spend high, five-digit salaries to get the same increase in bandwidth that a marketing plan at half that cost could impact your sales.
Marketing Addresses the High Time-Low Return Activities Better
Marketing, specifically in this case marketing automation, can address many of the repetitive tasks that can drive a salesman batty. Followup emails, check-ins, nurture campaigns, all of these activities are needed, but not necessarily by a person. A well-devised marketing automation campaign can do a great job in creating the right amount of nurture and engagement, while your sales team is meeting with clients and preparing quotes.
Marketing Brings Branding and Credibility to the Sales Process
When you engage in good marketing, you build a better brand which only helps the conversation and sales process. Rather than your sales team creating sales sheets in PowerPoint (yes, we’ve seen it), you get professionally designed sales sheets and brand materials that build credibility. When you arm a sales team with good marketing materials, it turns them all into super agents behind a brand and product that presents well and allows them to focus on the sales activities, not marketing activities that are not their strong point.
When Is It Time to Hire A Marketing Team?
To be fair, we should talk about when it is right to engage a marketing team to help with your marketing projects. One of the big challenges in marketing agencies is that you have a threshold of value that they bring to the table.
At some stage, you might feel that the marketing costs are much more than you’d expect. And at some point, you might want to bring some of your marketing function in-house. But what about that middle stage? That is where an agency is a great solution for your marketing.
So, if you feel like you want someone who understands your needs, and you don’t want to piece-work your marketing with contractors, then you’ve reached the place where hiring an agency to do all of your marketing work would be a great solution. You get a dedicated team, strategy specific to your business, and all your marketing taken care of, connect with us.