While it’s important that you not let your sales team dictate your promotional strategy, their influence cannot be underestimated. After all, they’re the ones out in the trenches day after day with their collective fingers on the market pulse more than anyone within the confines of the home office.
All the market research in the world, while absolutely vital, cannot replace the instant, and sometimes emotional, feedback that can only come from face-to-face interaction with your audience. And who better to relay that feedback than your team on the street?
Once they bring you into their loop, it’s just as important to pull them into yours. They need to know your outbound communications plan … what’s being done, to whom and when? Are you running ads? Doing more mailings? Planning industry events? They need to know all about them, in advance, to avoid surprises.
Above all, you need them to buy into it … and share some ownership.
Furthermore, as you rely on their ability to face the market reaction to your promotions, they’ll be depending on you to help prepare them to respond deftly and consistently with your messaging.
There is no “us and them” in a successful organization. And the sooner everybody gets on the same page, the sooner you can turn it.
I recently visited the websites of some of the top design firms in the world. It was both inspiring and, truth be told, slightly intimidating. However, despite that, I did notice one consistent problem with a majority of them.
Nobody is an expert at everything. Nobody. At one time or another, we all find ourselves forced into situations outside of our comfort zones. That’s why it’s important to rely on the expertise of others to help you make educated decisions and get the job done right.
There’s no reason why you cannot go toe-to-toe with the “big boys.” That’s if you have the determination to up your game and bet on yourself. I’m willing to bet on you.
Your blog should begin with a clearly defined purpose and follow best practices in order to maximize its effectiveness. Here are a few business blogging tips to help you begin to carve out your role, educate your customers and distinguish your organization.
While I was enjoying a great pastime, I was also learning about the power of human potential. I discovered how greatness can be achieved through sheer will or by overcoming the challenges of unforeseen circumstances.
If your business is like ours, you don’t have a bottomless marketing budget to build awareness of a name that lacks clarity. We have to be more calculated and deliberate.
Your circle of influence should not be confined to your immediate sales prospects. That’s not what marketing in the 21st Century is about.