Salespeople often think that doing field work, done well, brings all the results expected by the company

Sometimes they collaborate, sometimes they snub, sometimes they ignore, sometimes they clash, sometimes they don't understand each other and sometimes they want to take all the credit. By definition, a salesperson is an active figure, independent, hard-working and looking for merit for the work he does, without considering that, probably, working in close contact with marketing, he could obtain more and with results best.

Main topics covered in the article:

- The role of the marketing department in supporting sales

- How marketing can support the commercial in sales on new areas

- How marketing can improve product contribution margin and corporate profits

- How marketing can improve customer retention

- How marketing can improve trust in the corporate brand

- How marketing can help the company in sales online

- How much a regular corporate communication action can improve sales and the brand

The role of the marketing department in sales support

Marketing can play a fundamental role in supporting the sales actions of salespeople through a series of activities and strategies. These, within the competence of the marketing office, can contribute to sales success:

Market research

The marketing department can conduct market research to identify sales opportunities, identify potential customer segments and analyze the competition. This information can help salespeople focus their efforts on key products, services and markets.

Creating Sales Materials

Can develop high-quality sales materials, such as presentations, brochures, data sheets and case studies. These tools provide salespeople with the resources necessary to effectively communicate the benefits and features of the products or services offered.

Defining marketing messages

Working closely with the sales reps, he can define the marketing messages that will be used in sales efforts. This ensures consistency in communication and helps the sales reps effectively convey the value of the offers to potential customers.

Lead Generation

The marketing department can implement strategies to generate qualified leads through lead generation activities, such as advertising campaigns, social media marketing, webinars or networking events. By providing salespeople with a constant flow of qualified leads, the marketing department helps to fuel the sales process.

Sales cycle management support

More practically, it can provide support throughout the sales cycle, offering up-to-date resources and materials for the different stages of the sales process. This includes creating customized proposals, providing customer testimonials or reviews, and offering support in responding to potential customer objections or frequently asked questions.

Data analysis and feedback

The marketing department can collect and analyze sales data, together with customer feedback, to identify improvement opportunities and adjust marketing and sales strategies accordingly. This helps to optimize sales activities and increase overall team effectiveness.

Training and ongoing support

Finally, it can provide training and ongoing support to sales reps to keep them up-to-date on the latest marketing and sales strategies. This can include workshops, training sessions or the sharing of information resources that can help sales reps improve their skills and performance.

How marketing can support sales in new areas

When the salesperson is faced with new sales areas, marketing can play a key role in supporting him in achieving his goals. There are many activities that the office can carry out in favor of the salesmen, let's see some of them:

Market research

The marketing department can conduct in-depth market research on the new sales area, including an analysis of the target market, the competition and the needs of potential customers. This information can help the salesperson better understand the context in which it operates and to adapt its sales strategy accordingly.

Customer segmentation

Marketing colleagues can help identify and segment potential customers in the new sales area. This allows the salesperson to focus their efforts on the most promising customer segments and tailor their sales activities, based on their needs specifics of each segment.

Creating localized marketing materials

Can develop specific marketing materials for the new sales area, such as brochures, presentations and advertisements, which take into account the peculiarities and preferences of local potential customers. This helps the salesperson to present the products or services in a more effective and to create a coherent image of the company on the new market.

Local Lead Generation

The marketing department can implement lead generation strategies that target the new sales area. This may include promoting through local channels, attending local trade shows or events, sponsoring local initiatives, or using of geolocated online marketing.

By generating qualified local leads, marketing can provide the salesperson with a base of potential customers to start working with.

Support in planning sales activities

Marketing can collaborate with the salesperson in planning sales activities in a new area. This includes setting sales objectives, identifying strategies and tactics to adopt, as well as drafting detailed action plans.

It can also provide guidance on marketing and communication best practices to help the salesperson achieve their goals.

Training on product/service features and benefits

Can provide the salesperson with comprehensive training on the features and benefits of the company's products or services. This helps the salesperson fully understand what they are selling and communicate it persuasively to potential customers.

Performance monitoring and analysis

Marketing can support the salesperson in measuring and analyzing sales performance in the new area. Through the use of suitable metrics and analysis tools, he can provide valuable insights into the performance of his sales activities and their effectiveness in achieving the established objectives.

This allows the salesperson to make any course corrections and continuously improve his performance.

How marketing can improve product contribution margin and company profits

Marketing activities can play a crucial role in improving the product contribution margin and company profits, by implementing targeted strategies. Here are some tips on how these activities can help improve the contribution margin and profits:

Market segmentation and targeting

Marketing can identify profitable market segments and focus on them. Focusing on more profitable customer segments allows you to direct marketing and sales resources to customers who are more likely to generate higher contribution margins.

Adequate price

A correct pricing strategy can improve the contribution margin. Marketing must conduct a thorough analysis of the market and competitors to determine the optimal price of products or services, taking into account the costs of production and distribution. An adequate price can maximize profits and contribution margin.

Targeted promotion

Developing targeted promotion strategies can stimulate demand for the most contributory products or services. This can include the use of effective advertising channels, targeted marketing campaigns, and special offers targeted at customer segments who are willing to pay more for the added value offered.

Upselling and cross-selling

Marketing can promote upselling and cross-selling strategies to increase the average value of transactions. This can include the promotion of complementary or high-end products or services to existing customers or during the sales process.

The goal is to increase the average sales amount and therefore the contribution margin.

Product lifecycle management

You can plan and implement strategies for the product lifecycle, including the introduction, growth, maturity and decline phase. This can include adjusting prices, updating products or identifying new opportunities market, to maintain high contribution margins even in the mature stages of the product life cycle.

Customer relationship management

Marketing can focus on retaining existing customers through customer retention programs and high-quality after-sales services. Loyal customers tend to purchase more frequently and generate higher contribution margins over time.

Also, marketing can work to increase the long-term value of customers through upselling and cross-selling strategies.

Performance monitoring and data analysis

It is necessary to closely monitor the performance of marketing initiatives and analyze data to identify strengths and weaknesses. Data analysis can reveal opportunities for improvement and provide valuable information to make more informed decisions aimed at improvement of the contribution margin.

How marketing can improve customer retention

Marketing can play a vital role in enhancing trust in the corporate brand through different strategies and actions. Here are some tips on how marketing can help improve brand trust:

Message consistency

It is necessary to communicate a coherent and authentic message on all communication channels. This includes brand positioning, corporate values, value promise and brand image. The consistency of the message helps create a solid and reliable brand image.

Transparency and authenticity

Promote ransparency and authenticity in corporate communication. This means being honest and open about our products, services, company policies and sustainability practices. Transparency builds trust among consumers and demonstrates that the company is committed to maintaining sincere relationships with its customers.

Product or service quality

It is necessary to focus on promoting the quality of the product or service offered by the company. This can be done through customer testimonials or reviews, product demonstrations, quality assurances or certifications.

Providing high-quality products or services helps build trust in your brand and meet customer expectations.

Excellent customer service

You must work closely with customer service to provide an excellent customer experience. This includes a timely response to customer questions or problems, fast resolution of complaints, and a courteous and professional attitude.

Quality customer service helps build trust and build lasting customer relationships.

Use of testimonials

It may be advisable to use testimonials or influencers to promote the brand and increase consumer trust. The testimonials can be satisfied customers, industry experts or recognized personalities who attest to the reliability and quality of the brand.

These testimonials help create a positive association with the brand and build trust among potential customers.

Effective online reputation management

It is advisable to carefully monitor and manage the company's online reputation. This involves responding quickly and effectively to customer reviews, both positive and negative, on review sites or social media.

Proactively addressing customer concerns and demonstrating a commitment to service and quality improves consumer trust.

Community involvement

You can involve your brand in corporate social responsibility activities or charitable initiatives. This demonstrates the company's commitment to society and helps create a positive and confident brand image.

Attending local events or supporting relevant social causes can generate a strong emotional connection with consumers.

How marketing can improve trust in the corporate brand

Marketing can play a vital role in improving trust in the corporate branding through different strategies and actions. Here are some tips on how marketing can help improve brand trust:

Message consistency

It is necessary to communicate a consistent and authentic message across all communication channels. This includes brand positioning, corporate values, value promise and brand image. The consistency of the message helps create a solid and reliable brand image.

Transparency and authenticity

Promote transparency and authenticity in corporate communication. This means being honest and open about our products, services, company policies and sustainability practices. Transparency builds trust among consumers and demonstrates that the company is committed to maintaining sincere relationships with its customers.

Product or service quality

It is necessary to focus on the promotion of the quality of the product or service offered by the company. This can be done through customer testimonials or reviews, product demonstrations, quality assurances or certifications.

Providing high quality products or services helps build trust in the brand and meet customer expectations.

Excellent customer service

You must work closely with customer service to provide an excellent customer experience. This includes a timely response to customer questions or problems, fast resolution of complaints, and a courteous and professional attitude.

Quality customer service helps build trust and build lasting customer relationships.

Using testimonials

It may be advisable to use testimonials or influencers to promote the brand and increase consumer trust. The testimonials can be satisfied customers, industry experts or recognized personalities who attest to the reliability and quality of the brand.

These testimonials help create a positive association with the brand and build trust among potential customers.

Effective online reputation management

It is advisable to monitor and carefully manage the company's online reputation. This involves responding quickly and effectively to customer reviews, both positive and negative, on review sites or social media.

Proactively addressing customer concerns and demonstrating a commitment to service and quality enhances consumer confidence.

Community involvement

You can involve the brand in corporate social responsibility activities or charitable initiatives. This demonstrates the company's commitment to society and helps create a positive and confident brand image.

Attending local events or supporting relevant social causes can generate a strong emotional connection with consumers.

How marketing can help the company in online sales

Marketing activities can play a fundamental role in the help the company in online sales by implementing targeted strategies. Let's see some important aspects:

Website optimization

Work collaboratively with the development team to optimize the company website. This includes SEO optimization (Search Engine Optimization) to improve the visibility of the site on search engines, designing an intuitive and user-friendly user experience, optimizing page loading speed and creating content of high quality. A well-optimized website increases the likelihood that visitors will turn into buyers.

Digital marketing strategies

A variety of of digital marketing strategies to promote products or services online. This can include online advertising through display ads, paid search (Pay-Per-Click), social media advertising and influencer marketing.

Using the right digital marketing platforms and strategies allows you to reach your target audience in a targeted way and increase brand visibility.

Content marketing

Marketing can create and promote content quality content such as blogs, articles, guides, video tutorials or webinars. Providing informative and useful content attracts the interest and attention of potential customers, positioning the company as an authority in the industry.

This helps build trust and connect with your audience, increasing your chances of converting.

Social media marketing strategies

It is possible to use social media to promote products or services, engage the public and create an active community. This includes managing business accounts on major social media, posting interesting and relevant content, engaging with followers, using social media advertising strategies, and monitoring and managing customer reviews.

Social media marketing strategies help increase brand visibility and generate interest in the products or services offered.

Email marketing strategies

Marketing can use email marketing to send targeted and personalized communications to potential customers and existing customers. This includes sending you newsletters, special offers, promotions or follow-up communications.

Email marketing helps you stay connected with your customers, promote new products or services, and drive repeat sales.

Data analysis and continuous optimization

Metrics monitoring of online sales, such as conversion rate, average order value and ROI (Return on Investment). Data analysis allows you to identify opportunities for improvement and optimize your online marketing strategies accordingly.

Understanding online customer trends and behaviors helps guide marketing decisions and improve overall online sales performance.

How much a regular corporate communication action can improve sales and the brand

A regular corporate communication action can have a significant impact on a company's sales and branding. Some of the main benefits that effective corporate communication can bring:

Brand awareness

Regular and consistent communication helps to increase brand awareness among the target audience. When potential customers are aware of your brand and its values, they are more likely to purchase your products or services.

Differentiation from the competition

Clear and effective communication helps to differentiate the brand from the competition. If the company can communicate its strengths, unique advantages and distinctive value, it can position itself as an industry leader and attract the attention of potential customers.

Credibility and trust

An authentic and transparent corporate communication helps build credibility and trust in the brand. Customers are more likely to do business with a company they trust, and regular communication can help build that trust over time.

Customer engagement

Effective communication engages customers , makes them feel involved and part of the brand. This can be done through sharing success stories, sending out informative newsletters, organizing events or managing an active social media presence.

Customer engagement creates an emotional connection with the brand and increases the likelihood of repeat sales and customer retention.

Customer education

Corporate communication can educate customers about specific products, services or industries. By providing useful and relevant information, the company can help customers make more informed and informed purchasing decisions. This can positively influence sales and solidify the company's position as a trusted resource.

Brand reputation

Effective communication can help build a solid reputation for the brand. A good reputation can increase customer trust, attract new customers, and even generate positive recommendations from existing customers. A strong reputation can have a significant impact on sales and company success.

Customer feedback

Regular communication offers the opportunity to collect feedback from customers and to consider their opinions and needs. Customer feedback can guide the company in fine-tuning products or services, adjusting marketing strategies, and solving problems.

Using customer feedback can improve customer satisfaction and, consequently, sales and brand reputation.

Automatic translation. We apologize for any inaccuracies. Original article in English