What is it? Micro sales campaigns are sales programs that help your sales team deliver new ideas and compelling reasons to call customers, prospects and influencers again and again.
Why it makes sense: Adding micro sales campaigns to the marketing mix is important because customers are demanding more education about solutions to their issues and problems as part of the selling experience. And most traditional marketing campaigns are not frequent enough and do not directly support the sales process. In fact, traditional marketing programs generate fewer than 10% of opportunities according to a survey of salespeople. A disciplined Micro Sales campaign helps improve call quality, call consistency, and call effectiveness while helping you position your organization as the thought leader in your industry.
To execute a Micro Sales Campaign that will drive engagement and sales results this quarter:
1. Create a thought leadership agenda with a calendar of 12-18 sales ideas that will be compelling and relevant to clients, support your brand and messaging priorities, and make it easier for salespeople open doors and make calls.
2. Create tools, interactive selling content and learning tools that make it easy for the average salesperson to understand, execute and follow up on a “sales idea of the month” campaign.
3. Create an efficient web based process for delivering new sales campaigns to your sales organization on a frequent basis without significant training or program management time.