When companies lack leads or have an empty sales funnel, it’s common for execs to start searching for the newest, hottest sales- and lead-focused solutions. But these are just Band-Aids, and they won’t help you achieve long-term success if the source of your trouble lies in the internal functioning and processes of your company.
Here’s a look at the three internal steps you need to take before you can make any solid movement forward.
Determine your ideal customer
Does your team treat every lead the same? Think again.
Before you can create a high-functioning sales organization, you need to know exactly who you sell to. Just as a regular gas engine doesn’t run on diesel, you can’t transform prospects into customers if you don’t sell what they need.
You might have a single target audience — or you might have a couple. Take a look at everything your company offers. Then, identify the people who need exactly that.
With a clear understanding of who your ideal customers are, you can move forward in a coordinated — and profitable — direction.
Define what your company does for customers
With your ideal audience in mind, it’s time to define your company’s value. Your value definition is like GPS: it gives your team a clear path to follow. Plus, it makes it easier for you to attract qualified leads and maintain their interest.
Before you can increase leads, you and your team need to agree on what you do for customers. Sit down with your team and identify the words or phrases that describe your company.
It’s worth the effort to make sure your team is aligned around the value you provide. As you explore different opportunities, this infrastructure of what you do and who you do it for will help guide your path
Clarify your brand message
Finally, once you know your value internally, you need to communicate that value externally. So, before you set out for more leads, make sure you’ve clarified your brand message. This means putting your value message into words that are meaningful to your prospects and customers.
Value messaging looks like this:
“We help _____ do _____ by providing _____.”
“We help manufacturers source hard to find materials through a web-based platform that uses search technologies to find and rate material providers that have immediate inventory.”
Simple, yet extremely effective.
Consider your ideal audience, what you help them do, and how you help them do it. Just as a map will point you in the direction and a full gas tank will help you reach your destination, these three steps will help you fill your sales funnel with qualified leads, and then turn those qualified leads into customers. This is the foundation of a solid, high-performing sales engine.
Learn more about how we can help align your team with a Sales Engine Workshop or a Sales Engine Program.
I’m Karl Becker and I help individuals and organizations improve how they sell. My focus is on clear, concise, actionable solutions.
In short, I'll show you how to increase performance and generate more revenue.
This blog shares approaches, tools, and ideas that I have seen create success.
If you’re interested in discussing anything, please reach out.