Highly Productive Sales and Marketing

We would like to use an actual example to illustrate more clearly, what we mean when we say ‘increase company productivity’ in the long run by organizational development.

Lack of Transparency in Sales and Marketing

What do you know about your sales and marketing? Apart from what sales volume was achieved, what the sales expenses amount to, or if targets are achieved. What do you actually know? How efficient is your marketing strategy? How much more sales volume would have been possible? What are your sales and marketing staff concerned with? Are you aware of the targets of your customers, or the strengths and weaknesses of your sales staff? Studies have shown a lack of structure as well as a lack of productivity in sales and marketing: Sellers only spend an average 10 % of work time with sales negotiations. 80 to 90 % of sellers try to push their products instead of offering individual solutions to the customer. About one fourth of the sales and marketing team generates 60 to 65 % of the sales volume. Top sellers guard their secrets and wrap their success in mystery.

Large Potential for Improvement

Companies have recognized the tremendous potential that lies in marketing optimization and management of customer relations, and invested in the sales and marketing sector that had been resistant to consultation before. This is not surprising when considering the possible measurable results with direct effect on profit.

The achievable results depend on the individual company’s starting position. An average between 15 and 30 percent improvement can generally be realized.

Successful Sales and Marketing Is Not Magic

There is no hereditary or natural sales talent. As for other fields of activity of a company, successful sales and marketing depends on defined processes, the observance of which dictates the results.

Admittedly, sales and marketing processes are controllable only if they are reproducible. Something can only be really said to have improved if it can be measured. Therefore the starting point is the analysis of the individual starting situation of the company. As opposed to the classical counseling approach involving across-the-board suggestions not taking into consideration the actual conditions, our counseling approach is always based on actual sales and marketing projects. Clients benefit twice: in the short- and medium-term with current ongoing projects as well as in the long term with a successful marketing strategy.

Specific Counseling Steps

Different companies require different ways of proceeding. A possible counseling procedure is illustrated below:

• Introduction of a counseling system and discuss possible approaches
• Carrying out and presentation of an analysis of the actual state
• Definition of targets and development of solutions
• Implementation phase with accompanying workshops
• Verification of success with those involved
• Parallel coaching and training sessions in order to accelerate realization

The achievable results significantly improve the profitability and competitiveness of a company. One-off services can also be booked to allow clients to evaluate the positive effects of the counseling approach.

Not a Question of Investment

Return on investment is a decisive factor. In view of the possible increase in productivity to beyond 100%, the question that should be posed is not really what kind of investment is required for counseling, but rather, how long do companies want to, or how long can they afford to, leave sales and marketing operating suboptimally?