I had challenges with the sales “disconnect” until I showed an interest in the sales process.  For example, I was asked as the marketing specialist to attend and work at a trade show exhibit where my employer, a software company, had a booth.  Two of the most -high powered members of the sales team were going to accompany me.

It didn’t start off well.  For the first couple of hours of the trade show, I was ignored by the sales people for the most part. Feeling frustrated, I decided to try a different approach.

I asked them if they would mind if I listened to their “pitch” with prospective customers so that I could learn more about the products. They agreed (most sales people love an audience).  I spent the morning listening to them and asked questions.  I learned a lot including how they qualified prospects, handled rebuttals, how they asked for the sale, etc.  I took the time to understand their perspective and looked for ways to effectively merge the sales and marketing process.

In turn, they learned a few things from me (much to their surprise)! Over the next few hours as the trade show traffic became heavier and more conversations were going on, I decided to become the “greeter” and answered our prospects preliminary questions, keeping them engaged in the booth until one of my sales colleagues could take over.  Each prospect that I turned over to sales was introduced to the sales person and I provided a brief synopsis of why the prospect stopped at our booth.  I also anticipated the types of marketing collateral materials that would be needed and had them ready. I made sure that prospect badges were data-scanned and added any additional information that would help the sales team better follow up on the leads and close the sale.

The result was simple teamwork between sales and marketing. Our exhibit was a success not only for the number of qualified prospects but for the mutual respect that emerged.  We all enjoyed the synergy of working on a campaign that produced the desired results.  And from then on, these two tough sales people became my colleagues and welcomed my input as a marketer and business developer because they understood that I was not a threat but an asset to their sales success.

What’s the moral of my story?  Keeping the marketing and sales teams from being disconnected can be done.  Here are four tips:

1.) Marketing team members need to spend time in the field. They need to learn the sales process by being an active participant; learning the sales territories, the clients and the prospective clients.

2.) Sales team members need to spend time in the marketing function perhaps spending a few days during the year on marketing campaigns and processes.

3.) Motivate and bring incentives to the sales team.  Reward good work.

4.) Keep the lines of communication open.  Have mutual respect and understand that there will sometimes be differences of opinion.

Although the motivations between sales and marketing may be different, over time, the right leadership can merge both sides of the equation together successfully.

Although I recommend that small businesses start a social media campaign, it takes some time and thought to creatively develop a plan that will not only bring attention to a business but add to the bottom line.

Peter Shankman is the founder of  HARO (Help A Reporter Out).  He’s also a speaker and an authority on social media marketing.  He recently posted an aritcle on how to make money for your business using social media.  I think it’s a great read with a lot of insights. 

Have you had any challenges with your social media marketing? Take a look at Peter’s article and let me know what you think:

http://shankman.com/seven-ways-for-small-biz-to-generate-revenue-with-social-media-right-now/

Do you use the internet on a regular basis? If you do, there is a good chance that you have heard of websites like MySpace, FriendFinder, Classmates, or Yahoo! 360. What do all of these websites have in common? They are known as social networking websites. Social networking websites, over the past few years, have rapidly increased in popularity, so much that many are wondering why.

If you have used a social networking website before, it is likely that you are already fully aware of their popularity and the reason for popularity. There is just something about these websites that draw in millions of internet users. With a wide variety of different social networking websites available, there are a wide variety of different reasons for their popularity. One those reasons being the ease of use.

Social networking websites are, for the most part, easy to use. Most sites are easy to navigate. In fact, many require little knowledge of the internet. In addition to being easy to navigate, social networking websites also make it easier to meet new people online. There are many internet users who would love to make new friends online; however, that can sometimes be difficult do. Without social networking websites, you would have to connect with internet users, often in chat rooms, and learn about their interests before deciding if you would like to consider them your “buddy.” Social networking sites allow you to learn information about another internet user before ever having to make contact with them.

Another one of the many reasons why social networking sites are popular is because many are free to use. In fact, the majority of social networking sites, such as MySpace and Yahoo! 360, are free to use. Despite being free to use, many websites require that you register with them. This registration will not only allow you to create your own profile or online webpage, but it will also allow you to contact other networking members.

Although most social networking websites are free to use, there are some that are not. Classmates is one of those websites. Many of these websites give you a free trial period or a free membership. That membership can be used to help you determine whether or not the website is worth paying for. What is nice about paid online social networking websites is that many can be considered exclusive. Since most internet users would not want to pay for something that they can get for free, most paid social networking sites are limited on the number of members they have. This may work out to your advantage because it tends to eliminate those who create fake accounts or aim to cause controversy online.

Social networking websites are also popular because they come in a wide variety of different formats. Websites like Yahoo! 360 and MySpace focus on a wide variety of different topics. This means that just about anyone can join. However, there are other social networking sites out there that have a particular focus. These focuses may be on a particular religion, political following, or hobby. Most specialty social networking sites restrict the individuals that can participate in their network; thus, making your experience more enjoyable.

Finally, social networking websites focus on meeting new people, especially online, but over recent months, many have started including additional features only available to their online members. Many social networking members can receive their own free webpage, get free access to popular music videos, a free blog, and much more. Although social networking websites are popular enough to bring in members on their own, these additional features are, in a way, providing internet users with an incentive to join.

Mentioned above were a few of the most popular social networks that could be found online. Those networks included MySpace, Yahoo! 360, and Classmates. If you are looking for additional social networking websites, you should easily be able to find some by performing a standard internet search.

Social networking is a relationship building process; people need to have a certain level of comfort and trust in a business product or service before they’ll commit to the buy.  By providing useful information to your online prospects you can create that level of trust but only if it’s done consistently and with purpose.

With a tool such as Twitter, businesses can build a favorable reputation online if they are well prepared before they send out their very first Tweet and avoid some common Twitter blunders that can make their business look less than professional.  As a matter of fact, I seldom follow people or businesses who don’t take the time to prepare for their appearance on social networking platforms.  Here are five Twitter business blunders that in my opinion should be avoided at all costs:

1.) Please…no eggs!  No excuses here!  I want a visual of who you are or what your business does.  If you don’t want to put up a professional-looking profile photo of yourself, upload a company logo or a picture that best describes the product or service you’re promoting.  A Twitter business profile with the standard Twitter “egg” says to me that you’re not credible or, you’re incredibly lazy.

2.) No profile description – no follow! If you can’t take the time to put down a few words about your business, I’m not about to spend the time guessing what the nature of your business is. Also, a link to your website or blog assures me that you’re serious about promoting your business.

3.) I’m really not interested in what grocery store you’re at.  No offense, but this is Twitter for business, not Twitter for friends. Friends may want to know what you’re up to every minute of the day and night but really, I don’t need all that information.

4.) Avoid profanity.  If you want to swear, that’s your prerogative.  But I tend to un-follow businesses and individuals who use profanity in their Tweets. It’s just unpleasant and negative and conveys an unprofessional message that you’re really not serious about building long term business social networking relationships.

5.) Don’t use all 140 characters in your Tweets.  Okay, this is not officially a social networking blunder as much as a pet peeve; sometimes I would love to re-Tweet something to help promote a fellow business but can’t because all 140 characters have been used in the original Tweet.  Try to be as concise as possible and perhaps your Tweets will get some extra mileage.

Using Twitter as a social networking tool for business is great. Take the time to learn the basics of Twitter and prepare before you launch into the Twitter universe!  Follow businesses and individuals who you think would benefit from your product or service and treat your online followers with the same courtesy and respect as you treat the prospects you meet in person.

Fear often translates into low employee morale, mistakes on the job, carelessness, accidents, divorce, distractions, depression, sick days and anger.  Fear is prevalent in today’s economy.

When fear grips us, we become paralyzed. When fear consumes us, it’s all we can think about and we lose sight of ourselves and what our true potential is. When we allow fear to control our lives we have allowed fear to win.

Take a step away from fear.  Put space around it. Separate it from everything else. Focus on what small steps you can take now to move away from fear and into the positive, productive person you are destined to be.

After all, if you think about it, fear is really nothing more than just another four letter word.

It doesn’t have to be that way. With the right preparation and execution you can reap rewards at every event. Just follow these suggestions for a great experience.

 1. DEVELOP A CHECKLIST BEFORE YOU GO. Missing items can be costly to ship. Make sure you create a checklist of everything you need. Triple-check the list before you head out the door. Your checklist should include:

            Professionally produced marketing materials

            Business cards – bring more than you think you’ll need

            Product signage

            Product samples

            Power cord/surge protector

            Cell phone/pager

            Laptop

            Itinerary of special events, meetings, educational sessions

            Promotional product giveaways

            Comfortable shoes

            First –aid kit

            Aspirin

            Breath mints

            Paper, pens, tape

 2. INVITE PRIME PROSPECTS TO VISIT YOUR BOOTH AHEAD OF TIME.     

Don’t wait for them to come to the show. Invite your prime prospects to your booth by using a direct mail postcard and an email marketing campaign. In your invitation, mention that a special appreciation gift will be waiting for them when they visit. Make sure your gift is a reminder of your product and service.

 3. READ THE SCRIPT. Be the expert, be the professional. Make certain that everyone representing your business has their product facts and sales pitch in order. If your staff has a consistent message and conveys confidence without being pushy, your prospects will have trust in your product knowledge and will want to do business with you.

 4. SET THE TABLE!  When the set up includes a table, make sure that there is a professional exhibitor tablecloth and drape, preferably with your business name on it. If there’s room, make sure that there is signage strategically placed in your exhibit space with your company name, product or service.  

 5. DRESS FOR SUCCESS. Take every opportunity to promote. If you’re standing in your exhibit space with the intention of promoting your business, product or service, why not start with wearing a branded shirt with your company name or logo? Booth staffers dressed uniformly will convey a positive and professional image and they will be easily identifiable to prospects.

 6. DON’T BLOCK THE VIEW.  Put out the welcome mat. Too many times, booth staffers will stand right in front of their booth or sit at a table that is placed directly in front of their exhibit space. This translates into “Do Not Come In” to a potential booth visitor. It’s like a blockade! 

If you need a table at your exhibit space, make sure that it is small and is placed inside the space. Display literature, signage and promotional products there. This will give the visitor the feeling that they are welcome to “Step Inside.” 

 7. ONE IS NEVER ENOUGH. One is a lonely number. Make sure that you have an adequate number of staff at your exhibit space at all times. Never leave the booth unattended. This conveys an unprofessional image and leaves the impression that you don’t care.

 8. GOOD HOUSEKEEPING. A clean booth is a selling booth. Be fastidious when it comes to exhibit space housekeeping. Empty trash cans regularly. Use a hand-held vacuum to clean the carpeting and flooring in and around your exhibit space. Make sure that your display items are clean and free of fingerprints and smudges. Nothing will turn off a prospective customer more than an unkempt exhibit space.

 9. HOLD THE ONIONS. Never eat inside your exhibit space. Food smells tend to linger. Avoid eating foods that contain onions or garlic. No one wants to speak to someone with strong breath.

 10. HAVE FUN AND LEARN!  Be enthusiastic about your business! Trade shows and conferences are a wonderful place to learn about new products or techniques and to connect with colleagues, new prospects and existing clients. Get as much out of your experience as you can and take away new knowledge and insight!

Remember, trade shows and events are a great way to reach your target market, show off new products and increase your prospect database. But, it doesn’t end with the show. Follow up on those leads, and do it quickly. Now you have preventative tools to keep you away from “Trade Show Hypertension!”

If you think you have ideas for a guest post relevant to my blog topic, feel free to contact me.

Do you have the Courage to start your own business, form an organization or write a book?

Do you have the Courage to go beyond your comfort zone, to trust your instincts when you can’t see the road ahead and when the risk is so great and the goal seems so far?

Do you have the Courage to put yourself out in front, to let the world see you, to represent what you’re passionate about?

Do you have the Courage to be successful when you’re surrounded by failure, failing economies, failing businesses, downturns and doubt?

Do you have the Courage to pursue your dreams in spite of those who tell you you’re just a dreamer?

Do you have the Courage to go just one more step…

Do you have the Courage?

If you think you have ideas for a guest post relevant to my blog topic, feel free to contact me.

Releases can be mailed, faxed or e-mailed to assignment editors at newspapers, magazines, radio stations, television stations or television networks.  Editors have different preferences as to how they like to receive a press release; that is why it is always a good idea for businesses to hire a professional press release writer who can also format releases and distribute them to editors in targeted markets.

Although a company or a marketing communications professional can distribute press releases on their own, commercial press-release distribution services are frequently used.  Most of these services can provide a broad spectrum of press release distribution as well as a targeted market distribution.  These services are generally fee-based but can be an easy and cost-effective way to distribute a release.  These services are most often used by press release writers and marketing communications professionals for their clients.

Press releases should answer the questions: Who, What, When, Where, Why.  Ideally, a press release should only be one page in length and have a specific, targeted message to convey.  Many business owners attempt to include too much information in a single press release, thinking that the more information included, the better (or more bang for the buck).  Unfortunately, overwritten press releases usually end up in the newsroom trash can.

Just because a press release is submitted does not guarantee that media outlets will use it.  Many factors play a role in what the media may consider “newsworthy.”

One press release won’t get a company to the top of a Google search.  Business owners sometimes expect that one press release will drive tremendous amounts of traffic to their website and/or company.  Press releases are another marketing communications process and not a project.  By sending several well-written and newsworthy press releases over time combined with general marketing outreach and brand awareness-raising are the true keys to effectively market and promote a company.

If you think you have ideas for a guest post relevant to my blog topic, feel free to contact me.

Are you waiting for the phone to ring?

Just because you are good at what you do or your product is great, people will not buy unless they know you are there.  In my nearly 20 years as a marketing professional, I have heard just about every reason why some businesses never market their product or service.  Do you recognize yourself in any of these scenarios?

A fellow business owner once sent out a targeted mailer with a special gift inside. A week went by and the phone did not ring off the hook.  She stopped advertising.

An entrepreneur decided to advertise his new product, putting an ad in a trade newspaper and paying for a feature article about the product to be showcased in the paper.  When he didn’t get an immediate response to his advertising, he considered the whole thing a failure and money wasted.  I believe he’s out of business now.

A friend wanted to leave her brochures in a retail store I owned at the time, advertising a new bed and breakfast she recently opened.  Leaving me just five brochures, I told her I would need a lot more.  She said to just hand them out to serious customers; otherwise people would just take them!

If you can relate to these situations, then you should never market your business.  It’s a waste of your time and money.  Of course, without marketing, you risk failure.  Many small and medium-sized businesses think this way and close their doors or never see the long-term potential of ongoing marketing.  But wait!  Even the phrase “ongoing marketing” conjures up all sorts of descriptive words like, expensive, complicated, time consuming and even frightening.

All these words add up to frustration for me, especially when business owners give me excuses for not marketing their company.  And, I feel sorry for them because they just don’t get it.  Ongoing marketing strategy doesn’t have to be complicated, expensive or frightening—it does have to be consistent.

The truth is that marketing is nothing more than a series of specific and often simple initiatives focused on promoting a product or service to a targeted audience.  The plan should also have a good deal of flexibility so your marketing can adjust to fluctuations and changes.

Also, don’t put all your marketing dollars in one venue—mix it up.  If you just invest in one type of marketing and it doesn’t work you might get paralyzed by the experience and be reluctant to spend any more time or money trying a different mix.

Variety in marketing works.  Start with planning your strategy.  Think about what you offer your customers and in which market you are likely to find them.  Then, consider some low-cost, low-investment marketing opportunities to start with and give it time to develop.  Here are a few strategies:

USE BUSINESS CARDS.  Carry a lot of this basic marketing tool all the time.  Always hand out two so your prospect can keep one and pass along the second to someone who may need your services or product.  How many times have you wanted to tell someone about a business but didn’t want to give away your only business card? Paying your bill at a restaurant, dry cleaners, doctor’s office, coffee shop, car wash or other service?  Leave your business card (and a pen with your name on it) with your payment.  How many places do you go and see a pen with another business name on it?

PEOPLE LIKE GIFTS.  Use a promotional product as part of your advertising mix, but be sure to choose a product that makes sense for your business and conveys the right message.  For example, don’t give away a stress reliever squeeze toy if your product or service doesn’t relieve stress!  And, don’t base your selection solely on the promotional product company that offers the cheapest price.

Stick to value and quality with both the promotional product and the vendor.  Base your selection on your target audience and the message you want to convey.  A good promotional products consultant will provide a promotional marketing plan for you and can assist you in selecting the best products, keeping you on target and on budget.  Your business image depends on it.

USE PRINTED MARKETING MATERIALS.  Your business image is important. Have a brochure or flyer professionally written by a copywriter, designed by a graphic artist and printed by a local print company.  It doesn’t cost as much as you might think, and you might reap the benefit of additional cross-promotion business from these suppliers.  Don’t try to save money by cranking out something from your office computer and printer.  It will look “home-made” and so will your business.

Once completed, hand out your professionally produced materials liberally at networking events, conferences and trade shows.  Ask other area businesses that compliment your business if you can leave some marketing materials with them to hand out.

You should also mail your brochures/flyers to your customer list along with a personal note thanking them for their business and asking for referrals.

Don’t be stingy with your marketing materials!  In my experience, many potential customers keep good quality brochures and flyers on file and will eventually contact you when they have a need.

MARKET YOUR BUSINESS BY WEARING BRANDED APPAREL.  Showcase your business everywhere you go.  You most likely wear hats and t-shirts with names of other companies, resorts or sports teams on them.  You are a walking advertising billboard for these businesses!  Think of how many people see their name-not yours-this way!  And you most likely paid them to do this!

If you’re going to wear logoed apparel, why not advertise your own?  Wear imprinted apparel and accessories to work and everywhere!  Wear them on the golf course, at a restaurant, at the gym or child’s sporting event.  A good promotional products consultant can assist you with selecting both casual and business appropriate apparel and accessories.  Then you can advertise your business even when you’re not “minding the store!”

REMEMBER YOUR EXISTING CUSTOMERS.  Your most important asset is your customer base. It is your best source of repeat and referral business.  Don’t let them forget you!  Make sure you follow up with a courtesy call, an email, a flyer, a postcard, a newsletter or a promotional product gift, reminding them that you value their business. And, don’t just do it once.  Make a habit of staying in touch on a regular basis.  In today’s busy business environment, people won’t remember you on their own—make sure that your business doesn’t become one of the “forgotten.”

IF BUSINESS IS GOOD, DON’T ASSUME IT WILL ALWAYS STAY THAT WAY.  Why am I including this?  Because regardless of the economy, in good times and bad, you should never stop marketing.  For example, I have hired some home improvement companies that, once they finished their projects, have never gotten in touch with me again.  They never called to see how I liked their service and they never sent one piece of marketing material reminding me that they value my business.  Perhaps at one time, business was good and they were busy.  There was no time or need for marketing.  Too bad.  There were many times I could have used their services again or referred them to others.  But, out of sight, out of mind!

Planting your marketing “seeds” now will help you reap customers in good and bad times.

YOUR SENSE OF URGENCY ISN’T NECESSARILY SHARED BY OTHERS. What happened?  You’ve networked, passed out business cards, sent professionally printed marketing materials to clients and prospects, followed up with emails and phone calls.  You wear your branded apparel everywhere.  You have chosen and given away good promotional products.  But, the phone isn’t ringing off the hook!  Why is that? Maybe your sense of urgency is not necessarily shared by any of your prospects. Potential customers respond when they are ready.  They remember and respond to a company that looks, acts and feels trustworthy, credible and professional.  And, they only respond when they have a sense of urgency.  Even with that, they generally only respond after they have seen or heard from you a minimum of seven times.

There is no magic bullet to marketing.  It takes thought, persistence and a lot of patience. Just because you market your business does not mean that the money will immediately flow in and great success will follow in no time flat. Especially in a recession economy, it is important to keep marketing so you will be in position once things get better. You’ll lose ground if you don’t.

Your chances for consistent, long-term success are a lot greater if you at least DO SOMETHING.

If you think you have ideas for a guest post relevant to my blog topic, feel free to contact me.