Today, as in the past, there are too many service providers chasing too few jobs. Many still believe that the answer to survival is finding a new salesperson who promises a large book of business or perhaps a better motivated and skilled sales staff that excels at prospecting, time management, and closing. The answer, however, lies elsewhere. Today’s providers can generate greater revenues by focusing more on marketing and less on selling.
Companies need to support their sales staff with effective marketing tools. Branding is at the heart of these activities. Last year, an InfoTrends report (Lisa Cross and Kate Dunn) identified best practices utilized by print providers that had experienced double-digit sales growth in the prior 12 months. “While engaging potential customers in person is essential,” the team writes, “it is also important to support those efforts with printed and digital communications to create a productive sales force.”[Read more…] about Focus on Marketing and Branding Instead of Selling