Small Business Marketing Blog from Duct Tape Marketing

John:

I used to teach preso skills to mixed sales and marketing teams all across the country and it was AMAZING how frequently they hated each other. There was not harmony between their functions, nor did they appear to serve the same customer.

I don't know why it is so hard for organizations to get alignment between the groups, but boy is it necessary.

And I may piss off my marketing buddies, but I have to say that the salespeople usually had the scoop on what the customers *really* wanted to talk about, while marketing created gigantic PPT decks of death. Huge generalization, not always the fault of the functions, but it happened too often not to note.

If you can help get these groups aligned, the world will be a better place. :)

So, where's the workshop? Online?

Sorry Todd, It's a private gig for a software customer of mine.

Sales and marketing need to tell the same story, and it should be the truth!

Marketing & advertising often tells a story that sales people have to make excuses for and defend.

And everyone else has the impossible task of making the promises made by Sales come true. It's a vicious cycle. I haven't been in an organization yet where everyone didn't hate Sales - they are notorious (especially in IT) for promising the impossible on an even more impossible deadline. Ultimately creating angry, disillusioned customers.

We talk in Marketing about communicating with our audience - what about our internal audiences? When Marketing and Sales (and yes, IT Production) don't talk, the customer loses.

Great post. Its management that need to take the lead and create a common synergy so that both sales and marketing are pulling in the same direction. Unfortunately bad communication and lack of trust often contribute to the sales department devaluing the marketing function and visa versa.

In selling, effective questioning is a critical skill. There are several reasons. First, our recent research shows that there is a direct correlation between the success of a sales call and the type of questions that salespeople use. On average, failed sales calls include 86% more close-ended questions than open-ended questions. Close ended questions don't draw out the real need of the customer.

Second, questions help customers make their first key buying decision, which is whether to buy you, the salesperson. Questions build rapport and demonstrate your interest in the customer. They uncover information about the customer's needs, who to call on, the decision-making time-frame, your competition and how the customer will make a decision. When you ask the "best" questions, customers will view you as a consultant with their best interests in mind.

Third, questions help you manage the sales call. You can control the conversation and differentiate yourself from competitors by being the best listener.

But merely asking questions isn't enough. You need to ask "The Best Questions." For example, asking questions that draw out needs for your product's strengths can position you as the best or only solution for the customer's needs.

In marketing, effective questioning is also critical.

Many marketing people tend to focus on presenting their solution to a perceived need . . . but miss the mark completely. As in sales, we must ask ourselves: Who is the customer? What are the needs? When do they need it? Where does it hurt? Why do they need it? How can my solution help? These open-ended questions need to be answered correctly before any effective marketing takes place.

You want sales and marketing to get on the same page and work as one? Focus on the customer. Use the best open-ended questions, find the best answers and present your solution(s) that meets those needs. And both sales and marketing departments must have the same message.