THE PROBLEM: Negligible New Sales and Riding the Coattails of Past Sales Efforts
A rising young marketing company invented a new approach to dominate the digital world and generate leads for its clients. The company grew quickly and all seemed to be going well. But problems arose as a result of its fully staffed sales team that was not contributing to new sales revenue. The new sales team wasn’t finding success selling the ideas and values of the company unless done through a personal referral. Large amounts of money were lost every quarter generating leads for a sales team that was throwing proposals at prospects an alarming rate. There was very little was business closing and the effective cost of sales per deal was not calculable due to the lack of performance. Something needed to change.
THE DISCOVERY: Faulty, Self-Destructive Sales Approach
After interviewing the teams, leadership, sales and subject matter experts (SMEs), it became clear that issues spanned the whole organization. Leaders could eloquently communicate what they did well, they never had a client who didn’t see value and were never fired. Therefore, it seemed that satisfying clients wasn’t a problem, but attracting them was.
The company’s salespeople couldn’t hook prospects because they were selling by focusing on their own benefits, rather than what they could provide the customer. As time marched on, they became desperate and started leading with messages like, “we will optimize your SEO.” This approach was also a kiss of death because it meant they were now commoditizing the company. It meant that the sales team was generating a lot of proposals and being battered on price. They rarely ever won a deal.
THE SOLUTION: Defining Significance
This marketing agency joined Conquest Training System’s program Quantum Leap. This workshop took key SMEs, leaders in sales & marketing and the executive team through a series of processes to align the company to its clients’ problems. Through this journey, the team learned how to define the brand’s significance to its ideal target client. By figuring out the emotional promises the company makes to solve a potential client’s problems, the company developed its value proposition and became united in its purpose. From here, Conquest helped the company devise a new approach to systematically attract target clients.
A year after engaging with Conquest Training Systems, this marketing company saw the following results:
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