Sales managers have long understood the power of ride-alongs with salespeople . Riding together helps build relationships with the sales staff. And observing a sales call firsthand is the best opportunity to provide an immediate debrief of what worked or didn’t work in the prospect meeting.
Riding along isn’t just limited to cars. It’s also time invested on the selling floor, listening to calls and giving feedback in real time. This all sounds good, but one important party is missing from the equation: the marketing department.
This is ironic, because the marketing department writes marketing copy for the website and sales collateral. It is charged with creating marketing materials that speak to your potential customers.
Is it any wonder that your marketing and sales collateral doesn’t speak to customers? It’s because marketing departments aren’t spending enough time IN FRONT of customerS or it’s been years since their last visit.
CEO’s, it’s time to quit talking about sales and marketing collaborating and make it happen. Establish KPIs for your marketing team to ride along with your sales team. This best practice will produce three big sales outcomes.
There’s hearing the main conversation. But also, it’s important to listen to the conversation between the conversation. You know, what’s not being said but needs to be heard. Both conversations will give you better clues about how to connect with prospects and clients .
Marketing directors: It’s time to get in the car and pull up a chair. If you want to learn how to speak the language of your customers, you need to hear and observe sales conversations.