A to Z of Sales – ‘Community’

In the modern market-place this is a really important topic.  What I mean by ‘Community’ is your database.

Typically, in many organisations a database is treated as a list of contact details.  Usually the names, addresses and contact details of people who have bought from you, or have made an enquiry, and given you their details, or even just people who have registered for your offers etc.

The way most organisations use this data is a pure sales funnel.  They identify where the individuals are on their buying journey and usually set up marketing activity around that buying cycle.  “Nothing wrong with that” I hear you say.  And, I agree – nothing wrong with that.

But what happens in between?  Usually nothing.  Too often companies take the term Database literally, just a base of data to be used for selling to when the time is right.

The theory is correct, but I want to challenge; business leaders, marketing executives, sales managers and sales teams to think about this data differently.

Taking language from the internet marketing experts, they talk about building communities and adding value to that community, building relationships, and giving people a reason to interact and buy from them.

And that’s the lesson I really want to emphasise, change your language internally, think about and talk about your database as a community.  During your sales planning meetings set aside time to discuss and identify ways to add value to this community.

Build your relationships between buying peaks, add value by entertaining, educating and enthralling your community.  Challenge your team to find creative ways to stay in touch with your customers and prospective customers, building relationships and ultimately trust.  This will serve you well when it comes to the time when you want to ask for their business.

The other key message from internet marketers is an absolute focus on building your community.

Think of THREE things you can introduce into your sales and marketing strategy to build the size of your community.

Building activities to increase the size of your community…

1……………………………………………………………………………………………………….

2……………………………………………………………………………………………………….

3……………………………………………………………………………………………………….

For more information, please watch this short video –

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As always, please feel free to leave a comment.

Warm regards,

Rob