Posts Tagged ‘ABC’

The Many ABCs of Marketing

People love acronyms.  For years those engaged in sales and those who watched the movie Glengarry Glen Ross heard this well known one – ABC –  Always Be Closing.

What would happen if we applied this ABC acronym to marketing and small business owners would start thinking beyond just  “closing?”

Always Be Connecting

Here is the purpose of marketing.  To attract attention and begin to build relationships. This ABC is one sometimes jumped over because of the desire to make the “sales pitch.”

Always Be Collaborating

Collaboration means engagement and with the rise of social media as a marketing channel there is definitely more collaborating happening through the building of communities to share each others marketing messages.

Always Be Calculating

If you cannot measure it, you cannot manage it.  Tracking and calculating the results of your outreach efforts are essential to ensure you are reaching your ideal customers.

Always Be Calling

Just because you have a list of thousands does not give you permission not to pick up the phone and make personal phone calls.

Always Be Candid

With all the scams and unauthentic voices seeking to sell to those who want the quick fix, you must be emotionally candid.

Always Be Caring

Regardless of where you are within the sales process, caring never goes out of style.  As President Teddy Roosevelt said:  No one cares how much you know, until they know how much you care.

Always Be Catching

Marketing is truly about catching sales leads.  This suggests you as the small business salesperson must be aware that no sales leads slip through the net or sales funnel.

Always Be Completing

Many times sales leads never make it to the selling phase of the sales process because they are hung up somewhere in the funnel.  There should be a process to work the incoming marketing attraction through the first phase of the sales process.  The end result is three fold:

  • Deliver the qualified sales lead to the selling phase – 100% qualified potential customer
  • Deliver the qualified sales lead to future nurture marketing – Partially qualified potential customer
  • Discard the sales lead – 100% qualified not potential customer

Yes knowing your ABCs is critical for business growth.  Possibly by expanding your horizons beyond Always Be Closing your small business will reap sustainable results.

If you lack some clarity regarding your sales process, this free download of a 3 Phase Sales Process may help you gain greater clarity.

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Leanne Hoagland-Smith, M.S.,  is an executive coach and business growth strategist with “the heuristic touch” for executive leaders and sales professionals in mid-size to small businesses that are seeking a high performance workforce from increase sales to employee engagement.  Her task is to support forward thinking leaders in bridging the gap between today’s results and tomorrow’s goals. She can be reached at 219.508.2859 central time.  Follow her on Twitter or check out her profile on LinkedIn.


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