Sales and marketing strategies for the new generation of buyers and clients have significantly changed over the past years. Before the era of digital transformation, sales agents were the only custodian of information. Today, buyers and clients conduct their own research before availing of a product or service. According to market insiders, 70% of prospective clients do their own online due diligence before inquiring to companies. For Steve de Mamiel, director of Hostopia Australia, this is a significant reason to strategically link the roles of a business’ sales and marketing teams.
In his book, “The Mongrel Method,” Steve shared his experiences with his dog, Samuel, and used anecdotes to illustrate effective sales and marketing strategies. One of his most important pieces of advice to companies is to “work smart” like a dog and identify opportunities they should pursue or walk away from. The aim is to set a clear path for prospective clients and lead them towards a favorable outlook.
Steve noted that sales and marketing teams that interact with the new breed of buyers and clients should stop playing the game of fetch. This means that businesses should not invest effort in prospect clients who seem half-hearted in pursuing a project because this would result in a waste of time and free consulting services.
To prevent playing the game of fetch with prospective clients, businesses need to look at two things - their investment in time and resources. Instead of focusing on client demographics and profiles, look at their intent, actions, and how to market the solutions that you offer.
It is also important to ask the right questions to prospect clients. Do they allot a sufficient budget for a specific project? For example, if a client wants to roll out new software, inquire if they plan to buy equipment and avail necessary service. Ask if they have already conducted a business analysis. Always look for the important prerequisites before a deal is closed.
For Steve, the work of sales and marketing teams is a circular, rather than a linear, process because client engagement occurs in different stages of a project cycle and a client’s journey.
Whether the company is B2B or B2C in nature, the role of the marketing team is to provide information, do thorough research work, reach out to customers, and present a product or service in a strategic manner. Meanwhile, the role of the sales team is to clearly articulate a business solution, complete the prospective client’s buying journey, tie loose ends, and secure the deal.
Ultimately, the sales and marketing teams should work together to guide clients towards success.
Abhii Dabas is an active member of the tech community, and through his companies (including Webpuppies), he conducts outreach programs across different universities with a focus on entrepreneurship. Over the past months, he has already trained over 1,000 university students to help them prepare to join the workforce.
Steve de Mamiel is the director of Hostopia Australia, the largest hosting company in Australia that provides cloud engineering services. With over 15 years of experience, one of Steve’s passions is to develop and coach sales and marketing teams to help them achieve success and grow their business. Steve is also an author. His latest book titled “The Mongrel Method” was inspired by his dog, Samuel, and talks about his mixed approach in sales and marketing.