“S” number 3 for Automated Nurturing – Standards
Standards
What was it that used to make Marketing people insane with salespeople? OK well other than the long list we can all rattle off, let’s start with taking the creative, ripping it up and sending out what they liked. What was the problem with this? Nothing when it worked and everything when it went wrong. We didn’t know what was working or why other than who went to Club Trip. It seems that every Club Trip/President’s Club I went on it was always the same folk. Yet I never had anyone ask us what we were doing right. I can tell you we were all doing very much the same thing. We were taking the best of our messaging and positioning and we would share with each other (not while on Club Trip but I think you get the point). If we are to be consistently successful across the organization, we have to be consistent. Consistency requires standards.
Prosultative selling takes the best of what the best sales people are doing; marketing then creates personalized messaging for the prospect in a structured, standardized format. This standardization is not about restricting salespeople, it is about empowering the organization to leverage branding standards and messaging that is consistent and effective.
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If ‘ripping it up and sending what they like’ is a problem, then maybe the sales team should have more input in the message. If they are out in the market with the consumer, they know the personalities they are up against. Each one is unique and as a great sales coach, Frank Barnes, once told me: you must sell to your customers in the way that they wish to be sold to, not the way that you are comfortable selling.
I am a marketing major and understand the concept of ‘Branding’ and importance of consistency. However, I am in sales and know the importance of generating revenues. A sales perfessional does not get paid without revenues and they will do what is needed to generate them. Until that changes, your consistency will always be variable.
I don’t think “consistency” requires standardization. The word (standardization) is often associated with manufacturing / operations processes. It’s a word that tries to support “efficiencies” (streamlining processes).
In today’s world of a constantly shifting customer, great fluctuations in the economy and an insatiable appetite for “new” I’m not sure standardizing is the way to go. Consistency in brand…yes….but messaging IMHO needs to be tailored to the type of customer and prospect relationship with the organization.
Example….”Loyal” customers are looking for more and new products/services. “At risk” customers are looking for differentiating value. The messages for both would need to be different to be effective. This is where standardization may not be the best way to go.