“ Whoever owns the ink in an industry is the one who gains an unfair advantage over their competition ”
- Verne Harnish , Founder of Entrepreneurs ’ Organization ( EO ) and Author of Scaling Up
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PIVOT TO SMARKETING influenced by a book I ’ d read by Justin Roff-Marsh called Th e Machine . His book deems the traditional sales process , where a sale is followed from start to finish by the same person , as inefficient . Instead , The Machine recommends an assembly line approach .
Just as Henry Ford made automotive assembly more efficient through this methodology , Roff-Marsh suggests that having an employee specialize in each component of the sales process will actually create a more efficient process .
For instance , at Tulip Media Group , we have an eight-step process . When I started to think about implementing Roff-Marsh ’ s methodology ,
I LOOKED AT EACH STEP OF THE PROCESS AND THOUGHT ABOUT WHO WOULD BE BEST SUITED TO SPECIALIZE IN THAT POSITION . AS IT TURNED OUT , THE PROCESS DID BECOME MORE EFFICIENT WHEN TOUCHED BY FIVE OR MORE PEOPLE .
Like Henry Ford ’ s assembly line , our refined process started out very labor intensive . I resolved this by automating the first half of the process to make it even more consistent and efficient .
I knew implementing in stages was never going to happen for us . I had been trying for a long time , but employees had always become defensive or resisted . With the story of my colleague at the back of mind , I let our entire sales team go and implemented the process all at once .
Immediately after giving the sales team the bad news , I got together with my remaining team and explained what had happened . I explained the new process and sales automation strategy , coined SMarketing .
I explained what we were going to do , that they were going to be comfortable with it , and that they were going to be good at it . I also immediately hired a marketing intern to come in and work on the strategy with us .
We immediately got to work optimizing our website , building landing pages , and dabbling in pay-per-click campaigns . We used automation to book calls , which ensured we were only making verbal contact with companies that were actually interested in doing business with us .
That first quarter , we hit our sales quota for the first time in over a year and a half . We were so confident in the momentum we were building that in the next quarter , we tripled our initial sales goal after hitting it just six weeks into the quarter . Every quarter since , we have increased and exceeded our sales goals , even during COVID , thanks to the roll out of our SMarketing program .
This pivot was a scary moment and it was a hard moment . I had strong relationships and even friendships with all of my sales team , but I knew as a company owner that we had to have the courage to make this change .
We went from chasing 140 leads in a four-week period to about seven . Now the first time we ever speak with people is when they ’ ve made it clear they ’ re interested in talking to us and have been converted into real opportunities .
We ’ ve gone from missing sales quotas again and again to closing five times more business than we used to , and we ’ re doing it with no salespeople in the company . We ’ ve reduced our costs , increased our sales , and increased our sales trajectory . We ’ ve also integrated this program among our previous and existing Client-Partners and seen measurable results .
Today , I challenge you to look at your own business with this assembly line approach in mind . How would your operations change if your sales process became like a machine ? How much would you save by not employing a sales team ? I ’ d be happy to help you determine where you too can destroy what ’ s good in the pursuit of what ’ s great .
I look forward to hearing your story .
HOW TO WIN CLIENTS & INFLUENCE PEOPLE ANDY BUYTING
HOW TO WIN CLIENTS & INFLUENCE PEOPLEE
ANDY BUYTING SECOND EDITION
WARNING Reading this book will
Andy Buyting ' s thought leadership journey started when he published his first business book in 2007 and first magazines in 2009 . Since that time , he has leveraged custom magazines and online digital content strategies to establish himself as a leading authority in content marketing and brand positioning . Through his company , Tulip Media , Andy and his team make these content marketing strategies and tools accessible to their Client-Partners .
www . TM . Media
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