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Creating a smarter sales system
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Posted on: 22nd Apr 2014
Today�s highly digital world creates opportunities to drill down into
data like never before. With companies out there ready to analyze
just about every sort of interaction your business encounters, how
do you put this insight to work? Here are some ways to put
technology, skill specialization, and automation to work for your
business.
Drive market analysis and segmentation with data. Who are your
target customers and prospects? Create a specific profile based in
the information gathered from the sales pipeline both online (via
website visitor-level tracking and activity-based nurturing) and
face-to-face interactions. What motivates this person? What are
his or her pain points? The more you can address this profile, the
better your message will reach them. Do you cater to multiple
markets? Then create profiles for each customer � but be sure to
anchor their characteristics and needs in analytics. Working from
measurable data means that you can benchmark and measure your
progress, tweaking as you progress to keep what�s working and alter
what�s not:
Bring leads through their buying stages with a sustained, data-
focused nurturing campaign. Use social networks, subscription
databases, and online monitoring and insights to map the relationship
process, including defined benchmarks. From there, you can
standardize the process for planning accounts of those deemed
sales-ready targets via insights, monitoring, trigger event tracking,
lead scoring, etc.
Manage your opportunities by listening closely to the market
landscape. Use �listening� via social media monitoring, alerts, and
website visitor analytics to build an understanding of what�s being
said about you as well as about your competition. Get surveillance on
key accounts, important executives, and even pesky competitors �
after all, knowledge is power. As you better understand your
customer base, you can hypertarget specific collateral pieces and
emails, including stage-sensitive content in links that will help
validate leads. Tailor specific messages to specific customer
profiles, and use A/B testing to see how different messages � or
even different ways of saying the same thing � generate different
results.
Remember, as useful as data is, it should never replace the
interpersonal engagement of a sales executive. Rather, these data-
driven techniques should be used to bolster, hone, and improve
traditional sales. Combining information and intuition, you can create
a smarter sales system that hopefully will bring the desired results.
https://www.facebook.com/lyndasselectivepicks
Lynda McArthur
Phone (813) 395-6024
Skype: lynda.mcarthur1
data like never before. With companies out there ready to analyze
just about every sort of interaction your business encounters, how
do you put this insight to work? Here are some ways to put
technology, skill specialization, and automation to work for your
business.
Drive market analysis and segmentation with data. Who are your
target customers and prospects? Create a specific profile based in
the information gathered from the sales pipeline both online (via
website visitor-level tracking and activity-based nurturing) and
face-to-face interactions. What motivates this person? What are
his or her pain points? The more you can address this profile, the
better your message will reach them. Do you cater to multiple
markets? Then create profiles for each customer � but be sure to
anchor their characteristics and needs in analytics. Working from
measurable data means that you can benchmark and measure your
progress, tweaking as you progress to keep what�s working and alter
what�s not:
Bring leads through their buying stages with a sustained, data-
focused nurturing campaign. Use social networks, subscription
databases, and online monitoring and insights to map the relationship
process, including defined benchmarks. From there, you can
standardize the process for planning accounts of those deemed
sales-ready targets via insights, monitoring, trigger event tracking,
lead scoring, etc.
Manage your opportunities by listening closely to the market
landscape. Use �listening� via social media monitoring, alerts, and
website visitor analytics to build an understanding of what�s being
said about you as well as about your competition. Get surveillance on
key accounts, important executives, and even pesky competitors �
after all, knowledge is power. As you better understand your
customer base, you can hypertarget specific collateral pieces and
emails, including stage-sensitive content in links that will help
validate leads. Tailor specific messages to specific customer
profiles, and use A/B testing to see how different messages � or
even different ways of saying the same thing � generate different
results.
Remember, as useful as data is, it should never replace the
interpersonal engagement of a sales executive. Rather, these data-
driven techniques should be used to bolster, hone, and improve
traditional sales. Combining information and intuition, you can create
a smarter sales system that hopefully will bring the desired results.
https://www.facebook.com/lyndasselectivepicks
Lynda McArthur
Phone (813) 395-6024
Skype: lynda.mcarthur1
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