10 Tips to Overcome the Sales and Marketing Strategy Alignment Dilemma – Part 2

10 Tips to Overcome the Sales and Marketing Strategy Alignment Dilemma – Part 2.

The importance of Sales and Marketing alignment – part 2

In last week’s blog we discussed how Channel Marketing Managers, driving a Channel Marketing Strategy, need to be specialists in many areas.

They not only need to produce marketing collateral to motivate and educate their distributors, while supporting their resellers who are potentially in different segments of the market, they also need to consider the cyclical purchasing habits and requirements of the end user.

As a Sales and Marketing coach and sales training specialist I consistently drive the principle that Sales and Marketing alignment is crucial to ensure an organisation’s marketing budget generates an ROI and doesn’t disappear into a marketing ‘black hole’

In the modern digital age, most marketers have lost sight of simple methods that are essential to success

So following last week’s 1 – 5, here are Marketing Tips numbers 6 – 10

6. Obtain feedback from your sales team before producing marketing material.

Ultimately they are the people who will have to take it out and discuss with customers (either in hard copy or on-line) and their input will make the marketing material more relevant. Plus, if sales feel past of the development process they will use it

7. As part of the planning process, schedule regular joint briefing sessions as part of your sales meetings so Sales and Marketing can articulate what is required from each person.

8. Promote the marketing department as an in-house marketing agency, who play on the same team and take responsibility for the Customers brief, as supplied by the sales people

9. As you would with an external marketing agency, if the brief is not good enough, send the sales people back to the market to gather more intelligence.

Sales people are the ones who are out there every day so should know more about customers requirements that office bound marketing

10. All employees are responsible for and play a part in the sales process of the business.

So whether you are building a brand or building a campaign to generate more leads and sales establish shared sales goals and metrics and reward their overall achievement.

Robert Savellis is a Sales and Marketing Performance Specialist at the KONA Group

If Robert can help you and your organisation to develop more opportunities, increase sales and grow profits please go to:

https://kona.com.au//Hearts-and-Minds-Sales-Training
https://kona.com.au//sales-management-training-and-coaching
https://kona.com.au/call-centre-training-in-australia

or Telephone 1300 611 288, or email info@KONA.com.au

10 Tips to Overcome the Sales and Marketing Alignment Dilemma – Part 1

10 Tips to Overcome the Sales and Marketing Alignment Dilemma – Part 1, by Robert Savellis of the KONA Group The importance of Sales and Marketing alignment The role of a Channel Marketing Manager is tough as they need to be experts in many areas. Firstly, they need to able to produce material to motivate and educate their distributors that have different business models. Secondly, they need to be able to produce material to motivate, educate and support their resellers who also address different segments of the market in different ways, and Thirdly they need to understand the varying buying cycles and requirements of the end user. In my current field of Sales Training and Marketing coach and trainer a common theme arises more often than not and is called Sales and Marketing alignment. In order to offer my 10 important steps to align sales and marketing we must look at the symptoms. Symptoms
  • “We have a room full of marketing material and sales have not done their job in distributing the material to their customers.”
  • “Sales staff should stick to their job and stop telling Marketing what to do.”
  • “Distributors supply credit they do not generate sales.”
  • “That’s a sales function.”
  • “Trade events are not successful as sales do not follow up”
With these symptoms in mind, here are the first 5 of 10 Tips
  1. Sales and marketing should be on the same team and efforts of both need to be aligned. So start with both Heads of Sales and Marketing having the same Revenue and Profit Target
  2. Create a role of Sales and Marketing Director to better align both teams (as long as the Candidate has the required expertise. Being a good at Sales doesn’t make you good at Marketing, and vice versa)
  3. Marketers do not rely on a brief from sales to understand the customer. Both sales and marketing teams must understand the sales process starting from distributor to the end-user buying habits.
  4. Do not rely only on industry publications. How often does your Marketing team actually meet with your top ten partners, in their offices, to better understand how they can add value to their business through your marketing efforts? Is it enough?
  5. Marketing must present to the sales team their strategic plans and marketing calendar outlining their key activities, and then agreement needs to be met on what will work and add value, and then most importantly articulate the strategy and support required from sales.
For Tips 6 – 10 please check out next week’s blog Robert Savellis as a Sales and Marketing Performance Specialist as the KONA Group If Robert can help you and your organisation to develop more opportunities, increase sales and grow profits please telephone 1300 611 288, or email info@KONA.com.au Alternatively go to: https://kona.com.au//Hearts-and-Minds-Sales-Training https://kona.com.au//Marketing-Strategy https://kona.com.au//sales-management-training-and-coaching https://kona.com.au/call-centre-training-in-australia

KONA Brisbane to Sydney charity cycle ride starts tomorrow

The start of our 2015 Brisbane to Sydney cycle ride is less than 24 hours away.  Even though the 1,100 km ride is ‘down hill’, the anticipation is very familiar but still just as discomforting as it was in the very first year (maybe from knowing exactly what it is that awaits us – see the table below). But there is also a sense of excitement at what we are about to do and achieve, the good that is going to be done for the 40+ young disabled Australians we are raising funds for Tour preparations have progressed relatively smoothly – a few late distractions with bikes not being ready on time and our Tour Director (Simon) get a badly infected leg after a crash, but nothing that we can’t overcome As I write, the support teams are driving 3 support vehicles (loaded with bikes and provisions) up the coast and we collect the 4th support vehicle in Brisbane. Aside from lugging the gear that we need each day, the support team will provide traffic warning and safety support to the riders. They are as much a part of the Tour Team as any of us cyclists and we are all so grateful for their time and efforts. I did a local radio interview this week plus Fighting Chance Managing Director Jordan O’Reilly and ride leader Tim Powell are doing a series of radio interviews with Jordan being interviewed by Triple J and Alan Jones! Two completely different audiences for sure, but it is great to see that the message resonates equally well across the spectrum. It is really noticeable that the public recognition of Fighting Chance has increased markedly since last years ride, where we raised over $345,000 and there is no doubt that significantly more people are now aware of the organisation and its cause – fantastic! We just crossed over the half way mark with our fund raising with over $200,000 already in the hands of Fighting Chance. This will be used to fund the growth of their programs, with our target of $400,000 being used to triple the number of program participants from the current 40 people to 120. Still $200k to go but with your help we are determined to get there. For those keen to help the cause, please donate by  just following this link https://www.tourdechance.com.au/#/glenndobson I will post regular updates during the ride and you can also keep up to date with progress via the Tour de Chance website which will have daily blog updates. Thank you again for all of your support. Regards Glenn Screen Shot 2015-02-21 at 5.31.04 AM https://www.tourdechance.com.au/#/glenndobson

Meet Rob Mockler – as you are making a difference to his life

Rob’s Challenge

Rob Mockler was born three months premature and experienced a lack of oxygen for a prolonged period of time. This resulted in him having Severe Cerebral Palsy and he is in a wheelchair as he can’t walk, talk and has lost total hand function.

What He Does at Fighting Chance

Rob helps make and sell products at Market Days and enjoys the daily routine of being in the Fighting Chance office amongst other people in the same situation, rather than being stuck at home. Every dollar raised by the KONA Group and the other cyclists at https://www.tourdechance.com.au/glenndobson will make a huge difference to Rob as we are looking to purchase equipment and much needed resources to help improve the day to day living of Rob and other young Australians at Fighting Chance Impact on His Family, by his mum Mary “At the time of his birth this was devastating news for us as we weren’t even sure if he would survive. However, his spirit was strong and in spite of many problems that appeared as time went on Robert thrived. For a number of years, along with his sister Luisa, who is 20 months older and John Paul who is 4 years younger, we worked with Robert at home and did a strenuous exercise program which I feel helped him become the person he is today. With the help of people from our local church and school, family and friends, we exercised Robert, taught him words and generally tried to stimulate him as much as possible. I think this was important for the whole family as we all worked very hard to give Robert the best chance possible. It gave us all a sense that we were doing something for Robert and the family. However, eventually we had to abandon the program as it was getting difficult for me to keep it up and Robert seemed to plateau physically, and that is where Fighting Chance has really helped him Rob loves going to Fighting Chance as apart from the socialising he is learning new skills and it has given him a purpose in life!” Rob Mockler

Can you help KONA to make a difference please?

Our 1,100 kms cycle ride from Brisbane to Sydney starts in early March and so a HUGE thankyou to all of you who have made a donation to-date If you haven’t had chance yet can you please help Rob by going to https://www.tourdechance.com.au/glenndobson Every dollar raised at https://www.tourdechance.com.au/glenndobson will make a huge difference to Rob, his family and other young Australians with severe disabilities Glenn Dobson is the Managing Director of The KONA Group, Australia’s leading Sales Training and Call Centre Training Organisation

With 2 Weeks to Go Activity Will Drive Results

With just 2 weeks to go before we start the 2015 Tour de Chance I am pleased to report that I am cycle fit and ready for the 1,100kms – although I must confess to being somewhat less confident that I have done the concentrated riding required to build up the callouses to comfortably enjoy 9 days in the saddle. Last year’s experience suggests that days 3 to 6 of this Tour are going to hurt the most as our legs, and backsides, get used to spending an average of 125 kms or 5 hours a day pedalling a bicycle!!! In KONA’s Australian Sales Training programs we always stress the key principle that Activity Drives Results and while some of my riding colleagues are well advanced in their riding preparations, there are a few who are still struggling to shrug off the excesses of an extended festive/holiday season – they are heading for a wide world of pain! On a more serious note, thankyou to all of you who have made a donation at https://www.tourdechance.com.au/#/glenndobson I appreciate that the message can get a little stale and that I am asking some of you again (and that you are constantly being hit up for charitable support), but I can assure you that one of the key features of the Tour fundraising is that the money is NOT used to fund the day-to-day administration and operations of Fighting Chance Check out Fighting Chance’s Jordan O’Reilly’s 2 minute video, as he explains it better than I ever could hope to
Our 1,100kms cycle ride is self-funded and the money raised is exclusively used to fund the growth and expansion of support programs from 40 to 180 disabled people in 2015. That is an extra 140 lives you will be helping to make a difference to! So if you could help by making a tax deductible donation please follow this link https://www.tourdechance.com.au/#/glenndobson Thanks again for all of your support and best wishes Best regards, Glenn tour de chance
Glenn Dobson is the MD of The KONA Group, Australia’s leading Sales Training and Sales Management Training Organisation

3 Weeks to Go to Make a Real Difference to Someone’s Life

In under 3 weeks I’ll be joining a group of 22 cyclists to ride 1,100 kms from Brisbane to Sydney to raise money to purchase equipment for young Australians with major disabilities. Training is going well and before or after work I am trying to get a ride in most days, plus with a lot of leg strength work in the gym. We will average about 120kms a day and one big advantage is the ride doesn’t include a 4km swim before and a 42 kms Marathon run after each day’s ride as I do in an Ironman Plus Brisbane to Sydney is down hill!! We set off early on Saturday 28 February from Brisbane, arriving in Sydney on Sunday March 8 and if you would like to join us we have one place left. Please just call Glenn on 0425 200883 or email me on Glenn@KONA.com.au If you can’t join us on the ride could you please support the cause and donate at https://www.tourdechance.com.au/glenndobson Every dollar will go to these young people in the video below Many people have asked why are we putting ourselves through 9 days of sweat, aching bodies and sore backsides I am doing the ride to raise money for Fighting Chance, who provide innovative work programs for youths and young adults with disabilities. Unfortunately far too many young and adult Australians with significant disabilities continue to lack opportunities to engage in purposeful and fulfilling education, skill development and work experience activities. To create these opportunities, Fighting Chance has developed a unique and individualised model of work hubs to get people of all abilities working. These work hubs focus on designing work programs suitable to each person’s individual skills and abilities. All the money raised by the Tour de Chance will used to triple the numbers of people with a disability employed within the Fighting Chance social enterprises from 40 to 120. People like Lia, Jo and Nick in this video My personal target is to raise $10,000 for Fighting Chance and to achieve this I would love your support for this worthiest of causes by sponsoring me for the ride. To sponsor me (which is fully tax deductible), please just follow this link: https://www.tourdechance.com.au/glenndobson. You will receive a tax receipt and the funds will be forwarded directly to Fighting Chance and from that site you can also learn more about the amazing opportunities that Fighting Chance creates. In addition, the KONA Group is donating 10% from every training and coaching program booked in February or March for one of their Call Centre Training, Sales Training, Sales Management Training  and Coaching and customised Customer Service training courses On behalf of the KONA Group, Tour de Chance and the Fighting Chance teams, thank you again for your support.

KONA Group helps raise $345,000 for young Australians with disabilities

In 2015 KONA Group will be again raising funds for young people with significant disabilities. In February Managing Director Glenn Dobson will cycle 1,100 kms from Brisbane to Sydney to raise funds for young people with significant disabilities including cerebral palsy and autism. Last year KONA helped raise over $345,000 which DOUBLED the number of young people Fighting Chance, a local Australian Charity, were able to support as well as purchase equipment, adapted wheel chairs, vehicles and other much needed resources If you can’t join us on the ride can you please support the cause and donate at https://www.tourdechance.com.au/#/glenndobson Every dollar will go to these young people Fighting Chance For more information on Fighting Chance please check out https://www.tourdechance.com.au/#/cause

Negotiating Distribution Agreements with Suppliers

No one distribution agreement is made the same!

by Robert Savellis When negotiating distribution agreements both parties often have similar goals in common. Being, to enter a market they do not have a presence in or to increase their market share in a current market. In summary a new revenue stream. Sounds simple! However the devil is in the detail. Working within a number of industries I have been shocked at the risks distributors accept when signing distribution agreements. In many cases the feedback I receive from the executive team is “this is how it is with this vendor”. I cannot accept this statement, two distribution agreements are never the same. The skillset of the people or team that broker the deal influences the structure of the agreement and if they win the ‘Hearts and Minds’ of the other party. As in any negotiation scenario each party only offers what is necessary to achieve the required result. The importance of the agreement ending in a win/win situation cannot be emphasised. Both parties need to ensure that their key objectives are achieved to ensure a profit and longevity to the relationship. If you do not ask you do not get. Very often negotiators in the distributions side find it hard to say no, fearing that the vendor may pull the pin. Saying no is important in the negotiation process as it allows the vendor to identify your boundaries. You know your business and what you can and cannot do to meet your objectives. It is important to both parties that the agreement is robust enough to achieve results for all involved. Signing up a new distribution agreement is an expensive task in relation to recourses including cash-flow and can affect the bottom line in a catastrophic way. The most cost efficient and productive way to ensure the best possible results is to hire a professional to assist your negotiation team. A successful distribution agreement spreads the risk across both parties. Other than standard terms, a well structured distribution agreement should also feature:
  1. Stock rotation policy
  2. Rebate systems clauses – how rebate funds can be spent in regard to;
    1. Marketing funds
    2. Funded headcount
    3. Bottom line funds
  3. Vendor support in relation to;
    1. Training and Accreditation
    2. Discounted demonstration products
    3. Vendor trade marketing
    4. Trade Shows
    5. Marketing collateral
  4. Special pricing support for larger deals.
  5. Termination agreement in regard to stock held by the distributor.
Robert Savellis as a Sales and Marketing Performance Specialist as the KONA Group If Robert can help you and your organisation to develop more opportunities, increase sales and grow profits please go to: https://kona.com.au//Hearts-and-Minds-Sales-Training https://kona.com.au//sales-management-training-and-coaching https://kona.com.au/call-centre-training-in-australia or Telephone 1300 611 288, or email info@KONA.com.au

You are invited to a Training Event with a REAL Difference

Introduction to Experiential Learning for Professional Development

This is your opportunity to see and experience for yourself how partnering with horses in an experiential and transformational training can change the way you lead yourself and live your life. Horse-Sense The Horse Sense approach uses safe ground only based activities to:
  • Raise your level of – Emotional Intelligence (Self Awareness, Social Awareness, Self – Regulation and Relationship Management)
  • Develop new and lasting neural pathways using Affective Neuroscience (cultivating neural complexity to promote adaptive responses to various workplace input and stimuli)
What you will learn working with horses:
  • How to communicate with authenticity – using your body as a fine tuned communication device
  • How to make better decisions through the congruent alignment of your 3 centres of intelligence – head, heart, gut
  • Foster strong connections to collaborate effectively with others
  • Identify your personal patterns of behaviour, and how they affect others
  • Explore your social awareness and how to manage and improve personal and workplace relationships
  • Tools to manage your emotions and the emotions of others
In this increasingly complex and rapidly changing world, to be able to lead yourself and others requires a strong sense of self responsibility and purpose. Magnetising others with your wisdom and emotionally intelligent head, heart and gut based leadership, is the ‘new’ leadership of the 21st century. If you are looking for an accelerated approach to learning these competencies, our 4 legged guides provide a perfect catalyst to change the hard wiring of the brain, developing new neural pathways. Horses provide the necessary practice to embody new behaviours to make a lasting shift. The experience is fascinating and joyful, as horses provide a safe, non-judgemental way to step outside of your every day environment and learn through self discovery. When: Wednesday, 26 November 2014 Where: Centennial Parklands Equestrian Centre 114-120 Lang Rd Moore Park, NSW 2021 Time: 8.30am – 12.30pm Cost: $30 p/person Bookings: www.trybooking.com/GHDK When: Wednesday, 19 November 2014 Where: Victorian Equestrian Center, 76 Beaconsfield-Emerald Road, Beaconsfield Upper Victoria Time: 11am – 2pm Cost: $30 p/person Bookings: www.trybooking.com/GEAL horsesense

Do not ‘execute’ your best sales person! By Robert Savellis

Many years ago I was promoted to Sales Manager and was asked to go ahead and create as many of me as possible. Recipe for success? The competencies of a Sales Executive and Sales Manager are very different. I did not take long to realise that sales management is a science, nothing happens by chance. The best coaches whether in sport or business lead their team and bring out the best in people, they do not clone themselves. Many people who are promoted to a management position do not understand the challenges and responsibilities that come with the role. Decisions made by rookie Sales Managers may haunt them for the rest of their time in that role. They may even burn out at no fault of their own. Senior executives do not have the skills or time to coach their staff. In my experience success comes sooner when senior management have the foresight to hire the services of a professional coach to ensure their new sales manager hits the ground running. The First 90 days in a new Sales Manager’s role can be a minefield, and everyone wants to give them advice on what needs to change. However beware, as the advice may sometimes also be biased. It is important that a line is drawn and a transition is made from Sales Executive to Sales Manager. Your Sales Manager will need to step back, set aside any biases and see the things through the eyes of a Sales Manager. 5 Steps to ensure success 1. Have discussions with your executive team outlining your plans and expectations. 2. Meet with your Sales Manager and clearly articulate your expectations in terms of company goals, budgets, Minimum Activity levels; management reporting systems etc. 3. Prepare an induction schedule and development plan for the Managers First 90 Days; set meetings with all stakeholders and ensure all stakeholders are presented with an agenda and clear meeting and coaching objectives are outlined. 4. Set regular meetings to ensure you are briefed on progress. 5. Do not assume that your Sales Manager will ask for your help, as some people may feel uncomfortable making you aware of what they do not know. Remember your Sales Manager will need to develop skills in managing staff, working with other departments, hiring staff etc. Bottom line KONA’s tag line is Hope Is Not A Strategy and far too many organisations in Australia ruin good Sales People by promoting them, then adopting an overly ‘macho’ attitude of ‘sink or swim’ Smart organisations just don’t need to let that happen Robert Savellis is the Sales Performance Specialist at The KONA Group, Australia’s leading corporate Sales and Sales Management Training and Coaching organisation. If your business is are not making the sales and profits you need, bring in the specialists in Australian Sales Training, Sales Management Training and Coaching and Call Centre Training from the KONA Group and provide your business with the expertise and tools to turn your results round Call 1300 611 288, or email info@KONA.com.au Or go to https://kona.com.au//Hearts-and-Minds-Sales-Training or https://kona.com.au/call-centre-training-in-australia https://kona.com.au//sales-management-training-and-coaching