Of course, marketing without sales is pointless. But when these objectives become an obsession or the determining factor in marketing development, problems often arise.
Often, a company has two factors that are a bad combination: there is not enough preparation and/or experience in marketing and at the same time there is significant pressure to sell.
In other words, the saudi arabia mobile number owner name company faces a major challenge (taking advantage of the digital channel), and on the other hand, it is not sufficiently prepared to do so.
At the end of the article I leave you a summary video
Don't let the need to sell hurt your bottom line
To explain myself better, we can draw a parallel with an amateur runner who has the goal of running a marathon and prepares almost from scratch to achieve this objective.
In this situation, a very common case is that this person will train very hard to reach the minimum level of physical fitness that will allow him to finish the race. And when he achieves it (if he ever gets to that point, because most people fall by the wayside), he stops running after a short time.
What happens in this process? Being focused on achieving such a challenging goal, anything that takes you away from it means failure. And since the process is long and hard, the road to achieving it is full of disappointments. If you manage to finish the marathon, the joy is enormous, but after the initial high, the motivation drops. The process has been so hard that you have not enjoyed it. Stress, frustrations, etc… this person has not been happy. Running does not fulfill you and that is why many end up giving up.
Following the same example, what would happen to this person if, instead of aiming for a marathon, they tried to become a runner to be healthier? To do this, they would have to start by changing their eating and sleeping habits and, of course, start training to get into better physical shape. This process of becoming a runner is full of small changes in habits in their life that, when added together and over a period of time, will lead them to run many marathons and, most importantly, to enjoy the process.
This is what James Clear defines as “Atomic Habits”. The sum of 1% improvements leads to incremental growth and this leads to achieving great goals.
atomic habits improve 1%
What problems prevent a company from selling on the Internet?
If we apply this example to the world of marketing, what lessons could we learn?
Companies that, without having the necessary preparation, try to sell over the Internet (beyond selling, what they need is for the digital channel to bring sales and for the effort made to achieve it to be profitable), approach this great challenge with great enthusiasm, but most of them are frustrated because not only do they not finish the marathon, but they cannot even run 10 kilometers without ending up exhausted.
They have made several attempts to take advantage of the digital channel, but have finally stopped training seriously because they are deeply frustrated. They run from time to time to see if they can regain sensations (to see if they sell), but they don't succeed. That is, they do some paid media campaigns, some social media, etc. but little else. They have given up on their initial objective.
Their frustration increases when they see that other companies are selling. If they have achieved it, why can't we? What do they do that we don't?
Where is the difference between a company that sells and one that doesn't?
What is the difference between a company that sells regularly (and profitably) and one that sells sporadically at best? It is the system they have followed to achieve this, and which has led them to acquire the necessary positive habits . The first has one that works, and the second simply has none.
The first company not only manages to sell regularly, it has also become a company that has the marketing and sales culture in its DNA, and it stands out on its own.
This is the difference between an amateur cook and an experienced one. The former must follow the recipe step by step, while the latter adds to the cooking whatever the dish requires. He has gone from wanting to cook a complicated dish to being a chef.
Taken to the field of marketing we could translate:
System = strategy. With the right methodology to define and implement a marketing strategy and the right support (training system + coach), we can transform a company so that it connects with the market and starts selling naturally.
Positive habits = the correct application of the strategy in the different channels day by day:
Content created to meet a specific objective and positioned for the keywords used by our audience.
Social media profiles that truly add value by offering content of interest to our audience and at the same time related to our products and their benefits.
Websites with intuitive navigation for our buyer personas and not for digital “freaks” (for example: how do you think navigation, contextual information, etc. should be for a customer profile over 45 years old? And for one under 25? Does the same one work for both profiles?
Campaigns defined for different objectives and different types of customers: brand campaigns with the aim of generating visibility, campaigns to help deepen product knowledge and sales campaigns… in short, a strategy that accompanies our audience throughout the entire purchasing process and not just pushes them to buy at the last stage.