SMARKETING
similar, which led me down a path of studying our own business
development strategy in a different light.
Justin Roff-Marsh, author of The Machine, talks in his book about
taking a manufacturing approach to your sales process, a process
similar to building a car in a factory. There are different people
required to build that car every step of the way. Arguably, each
person becomes an expert in the one area that they know really
well while understanding very little about the other components.
Most business development models do not incorporate the
manufacturing process. Most companies hold their sales team
accountable for researching leads, generating leads, reaching out,
starting a dialogue, arranging product demos, developing a
marketing strategy, all the way to closing the sale and issuing the
paperwork.
Roff-Marsh calls this into question. Why not employ every person
in their highest payoff activity where they add the most value?
In other words, if you have an eight-step model, why would you
have one person doing a mediocre job of performing all eight
steps? Why not employ eight different people, where each
possesses the unique skills required to perform each assigned
step? You should have at least six different people performing
those eight steps.
I hold a theory that you can further systemize the sales process for
efficiency when different people are performing different
functions.
BY DELEGATING IN THIS WAY, YOU ARE
BREAKING THE SALES PROCESS DOWN
OVER SEVERAL PEOPLE BASED ON
THEIR STRENGTHS. HAVE EACH
PERSON WORK TO WHERE THEY ADD
THE MOST VALUE AND THAT’S IT.
Once you’ve systemized your sales process and implemented the
manufacturing process, consider taking a step further to explore
automation.
I always believed I could automate the first half of our sales
process. For our team, we broke out what skills and talents were
needed at each of the eight steps along the way, then automated
the rest using online sales and marketing techniques. In essence,
we replaced the first half of the sales process with robots, adding
further consistency and saving time, money, and other valuable
resources.
When we made that decision in early 2019, it was a tough, tough
decision for the company because the people we had to let go that
day were great people. But, ultimately, it was the right decision for
the company.
We replaced the entire sales team and we worked on implementing
this manufacturing process approach and automating as much as
we could.
Building landing pages on our website enabled us to present
potential clients with all of the information they needed to
understand what we do in context. We built a variety of landing
pages for different audiences. Each page is designed to connect
with the user where they’re at and introduce specific ways that we
can help.
Once the landing pages are built, then we move upstream,
leveraging a keyword strategy to do pay-per-click advertising on
Google. At Tulip Media, we put a prime focus on driving our
content market, capitalizing on quality Search Engine
Optimization (SEO) to increase our rankings.
Having completed that overhaul, we’ve emerged with a clean
system that is attracting higher quality leads more efficiently. New
potential clients are navigating the first four steps of our sales
process entirely independently by going through click funnels
instead of a sales team to learn about our programs.
When they’re done, a strategy session can be booked directly
through our online platform. Since we’re already halfway through
the sales process at this point, we know the chances of a full
conversion are high.
After overhauling our system, we decided to keep the same
quarterly sales targets as before despite missing every single one
the previous year.
Guess what? We hit that number for the first time that quarter.
The next quarter, we tripled it. All with no designated sales team.
Because of the success that we’ve seen in our own company within
these past 12 months, we have rolled out SMarketing strategies for
Client-Partners all over North America with great success. We have
gone in, reviewed and revamped their entire sales and marketing
strategy, segregated the steps toward a sale, and have worked to
automate the front end.
Many of these Client-Partners saw results within the first 2 to 3
weeks. Real results.
WE CAN DO THE SAME FOR YOU. I WOULD BE
HAPPY TO ARRANGE A FREE 30-MINUTE PHONE
CALL TO DISCUSS YOUR PARTICULAR NEEDS AND
SEE IF IT MAKES SENSE FOR US TO LOOK AT
DOING A LONGER STRATEGY SESSION. BOOK A
SESSION WITH ME AT WWW.TM.MEDIA/
ABSTRATEGYSESSION30.
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