Ann is sitting in front of her computer screen, searching. Not for a cool new web site, or the latest edition of her favorite blog. She's searching for answers. She can't figure out why sales haven't improved. She can't figure out why her staff seems so indifferent.

She's searching for answers. What she doesn't know is that there are only two possible answers. Yes only two. I'll get to those in a minute. Ann is not unlike most small business owners. As she looks through her budget and marketing plan she's having a hard time understanding why it's not working.

She's increased her budget. She's expanded her geographic sales area. She's fortified her pricing. She's working hard, but the results just aren't there.

So why isn't it working?

DK or DE.

DK = Deficiency of Knowledge
DE = Deficiency of Execution

That's it. There are no other reasons for failure.

I've talked with many, many small business owners that have said to me "but money or lack of a marketing budget is why I failed". Wrong. They failed either because they didn't know how much money it would take to do the job properly (DK), or they spent it incorrectly (DE). When you look at your business, and study the areas that are underperforming or causing your stress and frustration, break it down to these two elements, and I promise you will uncover the real problem.

Customer service and indifferent employees are a constant area of frustration for many entrepreneurs. Look at your staff, is it a DK problem: They don't know what to do, or is it a DE problem, they know what to do, but aren't doing it. If the problem is a DK problem (lack of knowledge) determine if you or your team have the ability to solve the problem. Remember, the thinking that got you this far may not be enough to solve your problem. Don't be afraid to look outside for help. Friends, other entrepreneurs, customers and consultants can be a great resource to help you.

If you and your team know what to do, then the problem is DE (not doing what needs to be done). Leading by example and reinforcing the behaviour you want is the key to success. Changing behaviour takes time. It can't be fixed in one training session, so plan on implementing a consistent training program.

With all things being equal the simplest solution is usually the correct one. Look closely at any business problem you're having at this moment in time, it will come down to DK or DE. How you solve it is up to you.

Larry J. Anderson

Article Source: http://EzineArticles.com/?expert=Larry_J_Anderson

The word misalign is defined as, "positioning or arranging something improperly in relation to something else." Sounds like too many sales and marketing departments in corporate America. Even though the two departments share the same corporate office, the approach to engaging potential clients and existing customers is often disjointed. Here are six key areas of misalignment that cost companies lots of money each year:

1. The marketing message doesn't match the customer's need.

Sales managers need to ask the marketing department to join their sales teams on daily calls and meetings. Marketing surveys and focus groups are good for research, but meeting with prospects and customers at their place of business is better. "Ride-a-longs," as we call them in sales, is the best place for identifying needs and gaps in the company's product/service offering. It's the day-to-day interaction with prospects and customers that provide real-world data for identifying opportunities, challenges, and trends in the industry.

2. There is a call to action and but no training for the sales team.

The marketing program is working; leads are being generated, the right prospects are calling, and the new product launch looks like a success...until the phone is picked up by the untrained salesperson. The salesperson has received no education in building rapport on the telephone and has no well-crafted value proposition about the new product. The result is a beautiful marketing campaign with less than desirable sales results. Lots of money has been invested on the front-end of the marketing campaign to create opportunities, and zero money has been invested on the back-end to insure that sales can close the opportunity.

3. The marketing message doesn't reach the real decision maker.

Business changed after 9/11 and the Dot Com Bust. Changes included more people, different people, and a shift in the power of each buying influence. Companies continue to market to old buying influences because the sales team is too busy selling to sit down with marketing to discuss:

- Who is buying.

- Why they are buying.

- New pain points.

- Decision criteria.

The company is aggressively marketing...to the wrong people. Imagine going duck hunting in New York City...

4. The marketing message doesn't match the follow-up by the salesperson.

How many of you have received literature on an exclusive resort or high-end product? The marketing program worked until you called to place your order. The salesperson on the telephone line doesn't sound exclusive, can't answer basic questions, and frankly, isn't that enthused about their own product/service. Enthusiasm and confidence is contagious and in this case, the salesperson has driven you to, "I better keep looking."

Ever experienced this one? Your marketing message promises that your consultants are "professional and knowledgeable," but marketing and sales have not met to determine what "professional and knowledgeable" looks like on a sales call. For example:

- Professional: If the sales meeting requires a leave behind, does the marketing piece coincide with the prices you are charging? If your salesperson is a professional, are they showing up for the appointment five minutes early and in a suit that fits? Yes, I am tired of seeing too short, too tight or too big in the conference room.

- Knowledgeable: Has the organization figured out the FAQ's in your industry? Does the sales team know the answers? What about competitive analysis? Does the salesperson know the gaps in the competition's service offering so he/she can better position the call?

5. Using email marketing and follow-up by sales.

Email is an inexpensive way to drip market to prospects. Prospects responding to email versus other types of marketing require a different type of follow-up. Traditionally, salespeople immediately pick up the phone to follow up on the lead. The email prospect doesn't want a phone call and is often turned off by this type of follow-up. The marketing is generating a response; however, the effectiveness of the campaign is diminished because of an ineffective follow-up plan.

6. Good repeat customers are ignored and the focus is on new business development only.

Everyone in business knows it's more profitable to grow an existing account than to prospect for new business. When working with sales teams on strategic account management, I often hear, "I'm not sure if my customers know about our full service offerings." That is a sales problem and a marketing problem. Marketing can assist sales by making sure customers are aware of the depth and breadth offered by the organization through articles, special events, newsletters, direct mail, emails, etc. Sales can follow up by setting up business review meetings to discuss other products and services offered by the organization.

Align your sales and marketing organization. Togetherness is not just for romance - it's a very good way to make money.

Article Source: http://EzineArticles.com/?expert=Colleen_Stanley

Prospects are busy and have plenty of things on their mind. You probably aren't one of them. Prospects have their own list of priorities. When your priorities, and the prospects priorities, don't align, frustration rises on both sides of the desk. Here's how that plays out in real life.

The voicemail started from a sales rep with whom I had spoken once, about three months prior. "Hi, this is Leah from Forcedsales.com. Just checking in to see if you had any questions about our service." Blah! Blah! Blah! Blah! Blah!

The sales rep was checking in, and I (the prospect) was checking out. I don't mean checking out their service to see if it would help my company. Her voicemail had me checking out of the sales process as in "if there had been some interest, there isn't any now!"

Why is that? The answer is simple. Who was that voicemail for? Was it for me to help me with a business issue or problem? Or, was that voicemail for the sales rep who is trying to generate an opportunity?

Clearly, that voicemail was for the sales rep because there was nothing in it for me. These days no one has time for things that don't add value. Prospects are simply too bombarded with messages that don't matter or don't add value.

She was prospecting and it is something she had to do. Just about anyone in sales has to prospect. But prospecting is different than selling. These days, it is more important than ever to prospect the right way.

What is the right way to prospect? Give the prospect something they can use. Give the prospect a reason to engage with you. Start, nurture, and develop the conversation. Most important, listen to what the prospect says and listen to how the prospect listens to you!

You can start with pain points, or industry facts, trends, or something else that causes the prospect to think, feel, and then respond. In addition to developing rapport, trust, and credibility, you have to give them something they can use. You've got to add value.

As the world gets smaller and prospects have more information, the balance of power continues to shift towards prospects. That means you've really got to set yourself apart by being different and giving the prospect things they can use and things they can't get on their own. When your prospecting technique gives the prospect something they can use, chances are, they will engage with you. Once they are engaged, they can begin the buying process and you can move through the sales process to help them complete their buying actions.

Just checking in for your reasons doesn't add value for the prospect. The same is true for cold calls where the salesperson doesn't add value or doesn't listen. For the prospect, cold calling is an interruption and the demand for time and attention while not providing a reason. That is why, even though the Wall Street Journal didn't run an obituary, cold calling is dead.

Unless you have an all referral business, you have to prospect to generate new business opportunities. To do that effectively, follow these simple tips and watch your results improve:

1. Ask for permission. Ask if they are open to talking with you now. If they are, ask why they are open. If they want to talk, but can't do it now, set a time to talk. If they aren't open to talking, move on.

2. If you've engaged the prospect in a conversation, ask if your follow up would be welcomed or an intrusion.

3. If your follow up will be welcomed, ask when your follow up would be appropriate. When you arbitrarily set the follow up date, you have no idea what is on the prospects plate and you have no idea of their priorities. If you let the prospect set the time table for follow up, not only are you building respect and rapport, you are also reducing the amount of time you spend stalking the prospect and losing rapport.

4. Ask for permission to send business articles that apply to the prospects problem. Doing that is as simple as this. "I'm constantly staying on top of the industry trends and issues. If, between now and the time I am to follow up, I find an article or an idea that might make sense for you, would you be open to receiving that?" Securing permission to send articles and ideas gives you permission to "market." Giving them something they can use and giving them something of value instead of "just checking in" sets you apart from everyone else.

5. If they are open to receiving articles or ideas, ask them to tell you more about what they are looking for. That will give you tremendous insight into their priorities and how they think. It will also help you qualify the prospect in a different way and help set yourself apart.

6. Use reverse psychology. When leaving your voicemail, don't say "Just checking in..blah blah blah!" Instead try, "I found this fact (or I had this idea) and wanted to make sure you had it." Then, leave your name and number, but don't ask them to call you back. Everyone says, "Call me back." If the prospect is interested, they'll call. If they aren't interested, they won't. So don't ask. Calling back is understood. If you've piqued their interest, they will pick up the phone, or email you, to further engage.

Prospecting today has changed. You've got to do the things that get prospects attention and add value. If you are just checking in, your prospects are checking out. Be a Prospecting Genius! Prospect the right way.

For more information on effective selling please visit http://www.swiftkickgrowth.com
or email Ryan@swiftkickgrowth.com

Ryan Sarti is a teacher/coach turned business leader, author, speaker, and trainer. His teams have produced remarkable results including leading the Sure Payroll sales force to debut at #55 on the INC 500 Fastest Growing Companies List.



Article Source: http://EzineArticles.com/?expert=Ryan_Sarti