Marketing Shift

Albert Einstein’s definition of insanity, ‘doing the same thing over and over again and expecting different results’ can quite adequately be applied to the area of sales and marketing. The word ‘shift’, means to ‘move or cause to move from one place to another’. To gain different results, we have to try different things and measure the effect of these changes. Here are some ingredients for creating shift.

1. Measure and analyse what is currently happening (most don't do this). For example:

• Enquiries derived from your marketing efforts e.g. Website and Social Media enquiries, publications, public speaking opportunities, newspaper advertising, walk-ins, word of mouth etc
• Enquiries resulting in appointments or meetings
• Meetings resulting in request for tenders
• Tenders or quotes resulting in sales
• Reason for not converting either from initial enquiry to meeting or meeting to sale etc
• Sales performance of individuals
• Average dollar sale
• Seasonal results

Create the appropriate indicators for your business and start recording and analysing the results.

2. Try some variations to what you are doing. Here are some ideas:

• Change your quote presentation. Offer different options with higher pricing and value. Change the layout. Include testimonials etc
• Try different scripts or different marketing materials
• Use different headlines, change the call to action (or add one)
• Look at your sales closing process and try a different approach
• Update your website, designed around your buyers need (not just about how good you are)
• Identify your key buyers, markets and major profit areas, narrowing your focus

3. Analyse results against the original baseline

4. Improve further

5. Analyse

6. Improve

7. And so on

Getting a ‘shift’ in results is relatively simple, but it does mean constant improvement with ongoing analysis.