Should You Downsize Your Sales Force and Implement a More Automated and Online Marketing System Instead?

This is a question that came up in an online Vistage discussion group recently, and those who know me, or regularly read my blog or newsletter already know my answer: NO! An online or automated marketing system will never replace a strong sales force!!!

We’ve spent months and months in our Vistage groups talking about attracting more clients through online marketing systems and at the end of the day what was determined was what we already knew…some companies are sales focused while others are marketing focused, but the most successful companies integrated an approach using both.

Sales is about finding customers while marketing is about bringing customers to you. By having them work together, say by reviewing the report on who reads your e-newsletter and then calling the readers to discuss topics of interest in more detail, or offering a downloadable white paper on a topic of interest then following up with those who downloaded it, will increase the ROI of your marketing programs and reduce the sales cycle (for more details on this topic, click here).

Now, some might disagree with me on this and claim that their sales force isn’t working for them. In those cases I would say the problem is not a matter of having a sales force, but not having the right sales force. For example, if all your salespeople are doing is providing you with information that can be found on Google, fire your salespeople and get better ones (OK, maybe I am being a bit harsh with that.) Good salespeople develop relationships and find the right people for you to work with. If people only bought based on the “facts” they find on Google, anyone who wanted four wheels, an engine, good gas mileage, and a way to get to work would be best served buying a Yugo. When the salesperson digs deeper to find the true pain and how his solution can solve it…well just count how many BMWs and Hummers you pass on the way home tonight.

For companies who have a sales force that spends most of their time working with current clients, or don’t have a sales force at all and the people who do the work also sell it, a better idea would be lead generation. It allows the experts to be the expert. At Randolph Sterling, we have an inside sales force that we outsource to help develop new markets and new prospects. With it, we do not simply find AN opportunity for ourselves or our clients, but THE RIGHT opportunities. Good inside sales teams get a better feel for who your ideal prospects are and work to find you more of the people you want to do business with. You never want to incent them to find ANY opportunity because wasting your time on a bad opportunity can be more detrimental than not having an opportunity at all

 

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One Response to “Should You Downsize Your Sales Force and Implement a More Automated and Online Marketing System Instead?”

  1. Death of the Salesman: Are Traditional Salespeople a Thing of the Past? « Hot Sales Strategies Says:

    […] recently spoke with a woman who worked for a company that “invested heavily in e-marketing and reduced [their] sales force.” She went on to say “It’s been working quite well for the past six months or so. I think […]

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