This Disconnect Is Costing Your Building Materials Company Sales

There’s a lot of careful thought and hard work that goes into crafting the perfect marketing message. 

That’s why you pay your marketing team as much as you do: so they can figure out exactly how to speak to the customer.

Now, what if I told you that all the money you spent on it was a complete waste?

It’s not because your marketing campaign is terrible – it might be great. The problem is that your salespeople might not be using it. 

Falling Back on the Old Message

When I’m at a trade show and I see messaging that draws me in, I’ll stop by the booth and see how the salespeople use it. 

Often, they don’t use it at all.

You would be surprised at how quickly a lot of reps drop the new message and try to sell me with the old one – the one they’re used to. 

I see company after company putting together a great campaign – only to have their salespeople completely ignore it. 

That’s a huge disconnect. If it’s happening in your company – and it very well might be – it could be costing you quite a lot. 

Not only are you paying to create messaging some of your staff won’t use, but you’re also losing the interest of your customers. If they were intrigued by your new message, they’ll be disappointed if they’re given the old routine instead.

Sell Your Salespeople First

So, what can you do?

Well, two things.

First, get your marketing department to sell the new campaign to your salespeople. 

There isn’t a salesperson out there who wants to use an approach they don’t believe in. So, make them believe in it. Show them how it was developed, why it works and why their success depends on it. 

Second, train your salespeople to use it. 

When we’re not sure what to do, we fall back on what’s familiar. Make sure your salespeople don’t do that by making them more comfortable with the new approach. 

Go over key talking points, help them understand what problems the customers have and show them how to help them see your product as the solution.

Whatever you do, don’t sink a lot of money into a campaign without making sure that it’s being used.