MarketingProfs' Members Register for B2B Forum 2010 for just $695! (good until 11/30) »

Ask your question ... sign up today! It's FREE!
Advertising/PR     
 
This question has been closed, and points have been awarded.
How Can I Get My Sales Team To Leverage Pr?
Posted By: mmccann* on 1/25/2005 9:44 AM (CST) 125 Points
Help! How do I get my sales team to leverage news coverage. Note, my sales team sells a web-based feedback product that costs on average about $1,500. They primarily contact sales leads via telephone and email.

I've gotten some great coverage lately...product reviews in PC Magazine, eWeek and NetworkWorld. When an article appears, I send an email to the sales team announcing the article with a link. After talking to the Sales Director, I've learned that the sales team doesn't do anything with the articles. They don't use them to follow-up with prospects. Nothing. Is there anything I can do to encourage them to leverage the articles? Thanks!



Posted by: D4Demand Member Response
1/25/2005 9:49 AM (CST)
Have you heard of the US Postal Service?

Reps need to forward these articles, or at least excertps of these articles to all their prospects and suspects.

Nothing is more likely to move a prospect/suspect off the dime than finding out that there is a groundswell of support for a product. WHY? Because they can take the articles to their bosses and show them that you have CREDIBILITY.

The reason the sales people don't do anything with them is that this is a MARKETING function -- it is sales support.

If you ask the salespeople who they want to receive a letter with your latest press in it, they WILL tell you. Just don't ask them to actually send it. Somebody else will have to take care of that for them.
 
Posted by: Paul Copcutt Member Response
1/25/2005 9:59 AM (CST)
Mmcann

D4 has just about said it !!

Depending on the sales teams reporting system and sales cycle you might also want to automate a send out of an article to a potential customer 10 days after they have had a sales call and then again a second article a month later - again sales can request this but marketing needs to do the leg work.

Also can you get reprints of the articles and produce a mailer with them included - or snippets of the reports on a postcard mailer with a link to full articles and downloads?

For sales generally if its not immediate gratification they forget!

Good luck!
 
Posted by: Bill Moore* Accepted Answer
1/25/2005 10:06 AM (CST)
I am surprised by what the sales director said ... sounds to me like the tail is wagging the dog. The sales director needs to lead "direct" by example here and demonstrate how to use these valuable "selling tools" to increase closing rates. Does he/she know how to do this? Are they sold on how effective they can be?

The next step is you need to incorporate and communicate the success. Just getting copies in the mail will not change anything. Start a list of accomplishments of what people are saying, notable quotes and add to it each month. You need to hammer your message across ... "repetition is reputation". Keep a running photo list of all the pub covers for visual impact.

Do you have a press section on your website?

Get reprints from the publishers and stuff your monthly invoices. This reinforces to your existing customers they have made the right decision.

Email a copy to all customers, potential customers, etc.

Pick the best sales rep (the leader) and spend time with them showing them how to use the tool. Once they are successful communicate to the other reps. Challenge them to "Call Sally so she can tell you how she does it".

Just a guess but it sounds like you have deeper underlying issues here that can be very frustrating.

Good Luck ... Bill Moore
 
Posted by: mmccann* Author Response
1/25/2005 10:12 AM (CST)
Thanks for the great feedback.

You're not kidding about deeper underlying issues... :)

Yes, we do have a press section on our website.
 
Posted by: NuCoPro Accepted Answer
1/25/2005 12:11 PM (CST)
You need to "package" the articles for the sales team, by working with the Sales Director, and/or top sales reps. By this I mean determine what "objections" can be overcome with information in the articles, or what will move the prospect to the close.

You are expecting each rep to read these articles and make their own determination on how and when to use them. Its kind of like giving them a box with a jigsaw puzzle, and expecting them to assemble it so they can see the picture.

Sales reps are busy like the rest of us, and want to know that something will help their performance before committing time to it. Its YOUR job to "assemble the picture" for them, and offer suggestions on how it can be used to CLOSE SALES!
 
Posted by: Peter (henna gaijin) Accepted Answer
1/25/2005 12:40 PM (CST)
I am with Vevolution - package for the team.

Work with someone in the know on the sales issues (probably someone from the sales team) to figure out how best to use the articles.

Along with summarizing and giving them how to sue them in their sales process, also get in the right format. Articles reprints, PDF format, etc. Make available (on your web site, on a CD, email to them, etc.) so they could access them easily.

Have thick skin during this process, as perhaps they aren't using them because they really aren't beneficial. Be prepared for this, and if it looks possible, don't take it personal or try to force them to use it - instead get stuff they can use.
 
Posted by: Bill Moore* Member Response
1/25/2005 3:46 PM (CST)
I have been told I have erie insighful abilities :).

Drop me a line and we can discuss how to get your point across.

Cheers Bill
 
Posted by: mmccann* Author Response
1/25/2005 3:51 PM (CST)
I tried to send you an email but it didn't go through.
 
Posted by: Alleycat (Anne)* Member Response
1/26/2005 5:39 PM (CST)
Can I be harsh? Major dressing down for the sales manager and a good dressing down for Marketing, then tell them to play nicely together.

I've had reps begging for something other than coroporate stitk, one more unique, or state-of-the-art position, I think they'd lynch me. --its about validation and trust

The articles are enormous fodder for a sales team, --as in did you see xxx article in xxx publication??, coordinate sending soft-copy, link, hard-copy, talk about the 'news' through whatever means are available, get the ENTIRE organization onboard, everyone who earns a living through the company should be abuzz with the latest news about the company they work for.

Have the PR/Mkting send copies to existing clients, offer them a mechanism for easy forwarding, get reprint rights and publish to your website --- is this on the front page of your site, Press Room? linked to article, which is linked to more information including the sales contact info as well as what you received the coverage for iniitally....

Marketing has handed Sales great material, 3rd party input, my thinking is sales and marketing need to work together a lot better than you've indicated... In short, let them know is the client st_pi*d, that pays their salaries, etc. Both departments are valuable, can have their own domain, but as the end of the day, it's about the company bottom line.
 
Posted by: Bill Moore* Member Response
1/28/2005 12:03 AM (CST)
my email is wdmoore@MooreBrands.com . I get emails all the time from here so give it another shot.
 


Get more answers ... ReTweet this!

Would you like to post a response?
Welcome to Know-How Exchange!
This is a collaborative community. We welcome everyone's participation.
All you need to do is login. Enter your account info in the box above (top right).
Not a member? Not a problem. Register here (it's FREE and EASY).




Know-How Exchange powered by MarketingProfs


Sponsored Links

Buy a Link Now

Just Released ... Download Today!
Just Released ... Download Today!
Look inside
Included with Premium Membership
User Name:
Password:
Remember Me
Forgot your password?

Top 25 KHE Experts
(Advertising/PR)
Jay Hamilton-Roth (43473)
W.M.M.A. (31505)
mgoodman (25971)
CarolBlaha (19996)
michael (17966)
thinkmor (11658)
PhilGrisolia=Results (11575)
darcy.moen (10787)
stevea (10362)
NuCoPro (9474)
Peter (henna gaijin) (9467)
telemoxie (8723)
mbarber (8199)
Mushfique Manzoor (7932)
Puru Gupta (6790)
SteveByrneBranding (6482)
Gary Bloomer (6295)
SRyan ;] (5966)
shghosh (5797)
Deremiah *CPE (5479)
Pepper Blue (5368)
ASVP/ChrisB (5176)
Tracey (5120)
Mikee (4878)
amandavega (4775)
Recently Posted Marketing Jobs
Director of Marketing and Communications
Demand Generation Manager
Marketing/Advertising Faculty
Director of Marketing
Market Analyst
Sr. Field Marketing Manager - Business Intell.
Associate Vice President of Marketing and Corporat
Marketing Manager
[more jobs]

Join over 355,000 members ... SIGN UP!

My email address is and I'd like my password to be .

Already a member? Sign In!

My email address is , and my password is .


HACKER SAFE certified sites prevent over 99.9% of hacker crime.