It is vital, when delivering any type of sales and marketing campaign that you have got all aspects of your strategy exactly right. Yes there’ll always be an element of trial and error but the more accurate your strategy at the start, the more likely you are to achieve your desired results.
However, not only is it hugely important to ensure you have an effective strategy planned out in the early stages, it’s equally as important to keep an eye on the effectiveness of that strategy as your sales and marketing activity progresses.
We’ve been providing telemarketing and outbound sales support for a Facilities Maintenance company for over two years now – over the course of that time, thousands of calls have been made, hundreds of conversations have been had and possibly tens of thousands of emails have been sent out.
During the last two years, this activity has resulted in some significant new business for our client, most notably a contract to supply maintenance for a large restaurant chain in the UK with approximately 50 sites. We have a happy client, and we’re happy as we’ve got a happy client.
However, the approach we’re taking now is perhaps not quite unrecognisable but certainly different from the strategy we adopted at the start. We now have a large database of contacts, many of which won’t benefit from a call every week and, with approximately 4000 companies in there and us only delivering 1 day of work per week for that client, there’s no way we’d get through all of those.
So, in recent months, the strategy has changed from one of purely focused outbound activity to a cold database into one of ongoing pipeline management. We have different prospects at different stages of the sales process, some with emails, some with contract renewal dates, some with old and out of date information.
Two years down the line our strategy now needs to be one of effectively managing that pipeline whilst ensuring we continually feed new prospects into there to supplement the database.
Always be looking for ways of improving your strategy, question the message you’re sending out, establish your place within the market, look for trends, changes and developments in the market. Set up alerts to keep you informed about new decision makers, moving companies, changes in direction. Compare your current results with your past ones and constantly be asking the question “Is there a better way of doing things”
If your strategy is spot on, your sales figures will be too!
And if you need help with any aspects of outbound sales and marketing give us a bell on 0330 20 50 500 or fill in the contact form on our website and we’ll call you straight back
Inspired Business Development Ltd