Why you can't solely rely on Sales

Why you can't solely rely on Sales

This is written for the business owner, sales director/ manager and marketing director/ manager who want to make a very serious impact to their business.  

I don’t know if you’ve heard, but there are a lot of materials handling companies closing down or being sold and/or merged.  This means, either you are going to seriously change the way you market your business, products / services or you’re going let the market kick your ass. 

So, let me ask you this question, “What is your number #1 role in your organization?”  Is it to run the business?  Is it to ensure your employees are doing their jobs?  Is it to sell more products and services?  Would you say all of the above?  Ha, you know it is a trick question don’t you?  Your #1 job is to market your business.  This applies to every business, especially in Materials Handling.  Ahh, I know what some of you may be thinking… “BUT isn’t my #1 job to get sales in?”  While sales is 100% pertinent to the success of your business, you don’t want something more consistent and systematic.

Sam is on your sales team.  He has a lot of pressure to close some deals before the month’s end.  He doesn’t have enough in his sales funnel to keep him going and he knows that he needs to knock on a few doors and/or make some cold calls.  But really that isn’t his favorite thing to do.  He hates it actually.  He doesn’t want to hear “We’re not interested” and he doesn’t want to leave another message requesting for a phone meeting.  He really doesn’t’ have time for prospecting or following up, because he needs to close a few deals asap.  All that’s on his mind is closing those deals so he can get his boss off his back.  He did really well last month by landing a huge account, but it’s not looking so great this month.  He is already spending so much of his time visiting his prospect’s warehouses, drawing up layouts and putting together quotes.  The last thing on his mind is prospecting and filling the sales funnel.  Frankly, he needs help.

You can probably relate to Sam the salesman’s situation and you probably understand why you don’t want to rely 100% on sales.  It brings in inconsistent results… and if you were to do so, you should expect peaks and troughs in your sales revenues.  To eliminate the erratic results, you have to use marketing as a SUPPORT role to your sales team.  With a good solid marketing system, you will get rid of all the work that your sales folks 1) dislike and 2) don’t do so well.  Let marketing do the dirty work; prospecting, lead generation and lead nurturing.  It doesn’t make sense to have Sam the salesman (paid salary + commission) to prospect, when marketing can better target your ideal customers and bring in warm and highly winnable business based on your sales history.  

As a business owner, sales director/ manager or marketing director/ manager, you need to help your sales team by bringing in a consistent and steady flow of sales ready leads.  By implementing a proven marketing system, you will allow what your sales people do what they do best; close deals.  Successful Materials Handling owners and sales directors provide quality leads to their sales team, so to give them focus on closing the deals.  So for a mindset to success, you must realize you are in business to market your Materials Handling Solutions, you are first and foremost a MARKETER, a marketer of your business, products and services.  

We at Khach Customers offer "done for you" marketing services.  That means we make your marketing happen automatically.  Check us out at www.khachusa.com or call us at 714-476-2887. 

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