A new brand identity that underscores our approach to B2B marketing — always customized, never templated
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I worked at a company and the CEO often said we just needed more sales. While closing more contracts, getting more orders and such would’ve brought in more revenue, it was not that simple. Lacking powerful, updated marketing materials backed by research and strategy was the underlying problem.
Putting pressure on your sales team to produce more without investigating critical issues like branding, core messaging, positioning and what sort of supportive materials are available can actually end up pushing quality sales executives to look for another job. So, note to top sales producers… don’t take a job unless you have a strong sense that you can sell the company and their offerings.
It is very common to see crappy looking web sites, cheesy or cheap looking brochures, even business cards that define a businesses’ low level of professionalism. Nowhere is this more felt than in the front lines of a sales process. And why is it that companies procrastinate on getting good looking materials that will facilitate more sales? I don’t know. You tell me.
Maybe it’s because they have never had to be the one leading a sales effort when the company wasn’t their own. It’s a lot easier to sell products and services when you are the president or CEO. You know the business inside out and people like dealing with the top gun. But sales professionals, even high level people need strong supportive materials to compliment their skills.
For those of you who have never relied on selling for your income, please consider these realities;
In conclusion, you are likely chasing away sales if your web site and printed materials look outdated or put together by a graphics design amateur. People will get a feeling about your company through these materials and though it may not be accurate, to them it’s real and no amount of talking will remedy that feeling.