The Marketing to Sales Hand-off (Part 1)

I was in a meeting last week and was asked why I don’t care for warm transfers from Marketing to Sales.

It made me think about it all weekend, and here are a few reasons I’d like to share:

  • I think a key to success in sales is to reduce as many variables from the equation as possible (Jordan Belfort thinks this, too)
  • I also think that accomplishing any task while using the least amount of force is good for everyone involved
  • I also believe that well-orchestrated, optimized experience at the beginning of a potential relationship gives consistency and predictability to how the relationship forms because … things that start well tend to end well
  • I believe that it is chaotic to wing it and do things different every time

If an organization’s initial interactions with potential clients are NOT controlled and well-orchestrated, then – unless everything just lines up perfectly – it can literally undermine the organization’s efforts to accomplish the task of selling and doing it in a way that is streamlined, efficient, and mutually beneficial for everyone involved.

Sounds pretty dire, I know but check this out:

 

Here, let’s use a sports analogy:

  • the potential client in this instance is the pitcher – your sales rep is the batter
  • the pitcher winds up, delivers the pitch, and he (or she) is consistently throwing 92- to 102-mph fastballs and curveballs and sliders
  • some are strikes, some are balls, and they’re just all over the place as far as speed and pitch location goes
  • your sales rep swings and connects with some, but with the pitches being all over the place and having such variation in speed and everything, he (or she) is swinging and missing more than swinging and connecting
  • some pitches are even blowing right past him (or her) without even getting a swing in
  • even when connecting, your rep is getting some base hits (and even a few homers here and there), but he’s (she’s) still hitting a good amount of pop flies and foul balls and ground balls and just getting out a lot

 

What if … and this is a BIG WHAT IF …

But what if you, the sales manager or sales director … the batter’s coach, in this analogy … somehow had a way to alter the pitch right after it leaves the pitcher’s hand?

I’m talking like, a Game Genie on the old-school Nintendo, where you could slow down the game’s speed so you could time it just right and deliver the best swing, like … Matrix-style, where you warp space and time and just make it possible to adjust your stance and calculate exactly where and how to swing?

The pitch starts out a bit wild, but after leaving the pitcher’s hand – right about halfway down its flight path – it gets somehow channeled to go right down the middle, slowed down just enough to give the batter just enough reaction time to adjust his or her stance and timing so he or she swings strong and makes solid contact.

It might be a home run … or it might be a hard hit line drive right at the shortstop for an out … but it WON’T be a swing and a miss. If this were possible to do for your batters, then there’s no doubt about it – all of their batting averages will increase and you’ll win more games.

 

Now, I know that sounds too good to be true and isn’t exactly possible in real life, BUT …

What the marketing to sales hand-off process that I developed does, really, is it slows things down and puts everything on a level playing field so that your sales reps can step up and really just have the best chance of making contact and hitting it hard every single time.

This process takes those wild pitches with all the variations and funnels them down to nice, right down the middle, meatballs that your sales reps can just crush.

I’m not saying you’ll close every deal because of this, either – but I am saying it’s very possible to reduce some of the variables from the equation and give your reps more of a fighting chance. By doing this, it puts your organization in more control of the process and gives every potential relationship a consistently level (and predictable) starting point.

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