Post on 14-Jan-2015
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Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
SALES AND MARKETING
NOT ONE OR THE OTHER
Brian Kavicky, Vice-President Lushin, Inc.#GoInboundMktg
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
GOOGLE:
ROLE OF SALES AND MARKETING IN A BUSINESS
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
GOOGLE:
GOAL OF MARKETING AND SALES
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
AND MAXIMIZE THE GROSS PROFIT OF A COMPANY
TO INCREASE THE REVENUE
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
SALES SAYS:
• “I have no idea what you are doing in marketing.”
• “These leads are not the decision makers.”
• “These leads are not ready to buy.”
• “You are sending too many leads”
• “You are not sending us enough leads”
• “The marketing stuff does not match what we are saying.”
• “Our clients are not buying for the reasons that you say they are.”
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
MARKETING SAYS:
• “Give us some credit for your big sale.”
• “Why aren’t you using the content/presentation/collateral that
we have given you?”
• “You need to think like marketers not sales people.”
• “Stop complaining about the lead quality, maybe you just can’t sell.”
• “Sales isn’t following up on leads quickly when they are hot.”
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
“(60-70%) OF BUYERS SAY THAT THEY ARE DONE WITH THE SALES PROCESS
BEFORE THEY ENGAGE A SALES REPRESENTATIVE.”
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
“THE MORE CONTENT THEY CONSUME, THE BETTER QUALIFIED
THAT THEY ARE.”
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
“YOU WANT YOUR MARKETING TO BE DRIVEN BY THE VOICE OF THE CUSTOMER
AND NOT BY THE VOICE OF YOUR COMPANY OR TEAM.”
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
YOUR WEB PAGE HERE
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
“PEOPLE HAVE TO LIKE YOU BEFORE THEY BUY YOU,
SO WE NEED TO NURTURE THE LEADS.”
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
“THE EARLIER THAT WE CAN GET THEM TO TRY THE
(DEMO, PRODUCT, SERVICE),THE MORE EXCITED ABOUT IT THEY WILL BE.”
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
THERE IS NO FORMAL, DOCUMENTED SALES PROCESSTHE SALES PROCESS DOES NOT INCLUDE ANY MARKETING/SALES TRIGGERS OR HANDOFFS
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
CREATE/DOCUMENT YOUR SALES PROCESS
AND INCLUDE MARKETING WITHIN THE STAGES
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
NOBODY KNOWS
WHAT A QUALIFIED LEAD IS
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
THERE MUST BE A FORMAL, WRITTEN AGREEMENT IN PLACE
ABOUT WHAT A LEAD IS AND WHAT WILL BE DONE WITH IT
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
THE SALES PIPELINE MUST BE STAGED TO THE SALES PROCESS
AND DIRECTLY CORRELATE TO HOW THE BUYER IS BUYING
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
SALES AND MARKETING
DIFFER IN BOTH CULTURAL AND ECONOMIC VALUES
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
SALES/MARKETING DOES NOT
UNDERSTAND WHAT THE OTHER IS ACTUALLY DOING
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
COMMUNICATION BETWEENSALES AND MARKETING MUST BE STRUCTURAL
WITHIN THE BUSINESS
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
UNDERSTAND AND UTILIZE MARKETING AND VICE VERSA
SALES NEEDS TO
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
MESSAGING
IS NOT ALIGNED
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
MESSAGING MUST BE CONSISTENT
• Problems first
• Agitation of the problem second
• Then solution, credibility, and trust building last