Kolbrener, Inc. Sales-Smart Marketing is based on a premise that has proven true again and again: A better sales process delivers better sales results. Combining Sales-Smart Marketing™, staff sales expertise, and a partnership with the industry's most innovative sales software provider, Kolbrener helps clients design or refine their sales process to increase leads, improve lead-to-sales ratios, maximize sales team productivity, and boost overall revenues.
The key principle behind Kolbrener's Brand Evolution Process™ is that branding, marketing and sales must be closely aligned for a business to realize its full potential. We call what we do Sales-Smart Marketing™ because we start by studying each client's sales process, workstyle, and objectives, then develop marketing strategies and tactics that are deeply tied to the specific sales environment.
But what about the sales process itself? One survey claims that only 30% of companies have a structured sales process. Some have a process — but need better strategic integration and support to make it effective. At other companies, an elite group of salespeople employ best practices and do well, yet haven't been able to elevate the rest of the sales team.
Kolbrener often addresses such sales issues during a Brand Evolution engagement. Building on our success in that area, and partnered with the maker of Landslide™ sales workstyle management software, we now offer step-by-step Sales-Smart Marketing programs on a stand-alone basis as well.
Your sales process is like a genetic code — a distinctive sequence of activities that will largely determine how your offerings are perceived, and how well they perform, in the marketplace. The first step in our Sales-Smart Marketing™ program is to map that code by interviewing sales managers and staff, then creating flow charts that show how a sale proceeds from prospecting through close. Next, Kolbrener analyzes the four basic building blocks that comprise your "sales DNA":
Analyzing these areas in the context of your target market and sales objectives, we then identify existing strengths and challenges, process gaps, support needs, cost-benefit issues, and so on. We may also do market research to gauge how well your sales claims resonate with prospects and how effectively you differentiate yourself from competitors. When appropriate, we compile metrics for key areas of sales process ROI.
Superior sales performance requires excellence in all four areas of the sales process, and, just as importantly, in how those areas are linked to support one another. Based on our mapping and analysis, the second step in Kolbrener's Sales-Smart Marketing™ program is to develop specific recommendations that will "evolve" your sales process to achieve the best possible results. If no formal sales process exists, we start by working with your sales leaders to develop one. Depending on your sales culture and overall goals, other common recommendation areas include:
For more information on Kolbrener's Sales-Smart Marketing, please call 1-866-923-4590.
