From 5 to 40: Mastering Online Sales Calls with Better Marketing

Most people are doing online marketing and sales completely backwards.

Why?

Because instead of marketing, they are trying to sell first. And I have to say, I can't blame anyone who is using this approach because of how this is being taught.

Even the definitions of online marketing waver between using digital channels to promote, sell, leverage, gain awareness...or something else.

Every year, online marketing and what's working seems to change. But here's the thing: online marketing, just like any marketing, is all based on the same principle: turning prospects into customers.

But you also have to consider why prospects don't turn into customers. One of the biggest reasons is that the service/product/program didn't end up being a need.

Another reason? The marketing was too salesy and didn't communicate a top-of-mind need.

Tomato (Tomayto)/ Tomato (Tomahto), right?

Both of those boil down to ineffective communication to a prospective customer as it relates to that company/brand/individual’s offerings. And that ineffective communication is usually associated with this one thing: not fully understanding the ideal client and target audience's wants and needs.

Good news is, this is simple to fix with a little bit of research, consideration, strategy, and creativity. Here’s a recent case study of how we helped one of our clients go from a handful of sales calls per month (with most not being ideal clients) to a calendar full of 40+ ideal client sales calls per month.

Background

Our client, a security company specializing in office security systems, primarily acquired clients through networking and RFPs. With an average sales cycle of 18 months and annual sales stuck at around $2 million, they aimed to reach $10 million in sales and reduce the sales cycle to less than 12 months.

Challenges

They faced several key challenges:

• Minimal Digital Marketing: Their efforts were limited to basic SEO.
• Undefined Prospect Journey: No clear understanding of what converted prospects into customers.
• Conversion Factors: Relied on the lowest priced bid or right timing through networking referrals.

Strategy and Implementation

We began by conducting market research to identify two critical elements: their Unique Disruptive Proposition (UDP) and the most successful online marketing-to-sales journeys.

Key Findings

• Unique Disruptive Proposition (UDP)
• Successful Marketing-to-Sales Journeys

Implementation Steps

1. Content Creation
2. Enhanced Online Presence
3. Inbound and Outbound Marketing

Results

Within eight weeks, we saw remarkable results:

• Sales Calls
• Sales Cycle
• Revenue Potential

Key Takeaways

This transformation underscores the power of understanding your ideal client, refining your message, and strategically implementing online marketing tactics.

Effective Strategies

• Understanding the Ideal Client
• Effective Communication
• Strategic Partnerships

Conclusion

This case study is a testament to the transformative power of effective online marketing. By truly understanding the ideal client and crafting a strategy that resonates, we were able to shift from a handful of sales calls to a full calendar, and from a lengthy sales cycle to a more agile and efficient process in a way that our client not only enjoyed but was confident in creating and that aligned with their sales team's approaches as well.

And with everything, each prospect's journey to becoming a customer can be different. That’s why we take a more hands-on approach ourselves when it comes to strategy, planning, optimization, and implementation with our online marketing and sales plans. Interested in having your online marketing and sales plans audited? Feel free to connect with me by either DM’ing here on LinkedIn or emailing me at [email protected] .

Danielle Fitzpatrick Clark is lovingly referred to as America's Favorite Digital Disruptor. She doesn't just live, breathe, and sleep digital marketing, she embodies the constant shifts and pivots needed to create long-lasting businesses and brands in the online space. She's a 2x 2023 LinkedIn Top Voice (Digital Marketing & Influencer Marketing), Award Winning Podcast Host (Globally ranked top 3% most listened to podcast), International Speaker & Author, and a Top 20 Women Disruptors To Look Out For In 2023 nominee.

Her company Influence Builder is all about bringing the human element to the online tech and digital space. Specifically focused on helping the lesser-known experts, influencers and thought leaders, Influence Builder shows them how to break out of the noise, create powerful platforms, and thriving businesses so they can spread their mission and message to the world. This is the bridge where disruptors disrupt and build with authentic influence. Contact Danielle and her team about how they can grow your platforms, your audience, and your bottom line at [email protected] .