While the UK may finally be shaking itself free of the grip of the global recession, its legacy for companies is a continued drive towards cutting costs and maximising efficiency. The resulting pressure on in-house sales teams to drive new business opportunities is fierce and maximising potential leads and making sales has become a priority.
“In a tight marketplace, demonstrating an ability to think strategically, understand business needs, set sales direction and lead generation tactics against tough competition and tight budgets is critical to ensuring you are well placed to capitalise on the opportunities that come your way,” said Nicola Hartland, chief executive officer of business to business lead generation agency Xcel Sales Limited.
“Customers have changed the way they buy, they are in control. They are no longer willing to be ‘sold’ to – instead they will find you when they are ready to buy. Companies need to understand this shift and adapt their approach accordingly if they are to succeed in building a sustainable new business pipeline and increasing the return on investment from their sales and marketing spend.”
Xcel Sales Ltd works with high profile clients across the oil and gas, financial and legal sectors. Their approach focuses on four key areas: Planning & Strategy; Lead Generation & Telemarketing; Social Media; and Data Management.
“There are a number of reasons that companies may not be increasing sales and much of our focus is based around individual effectiveness, ensuring that our sales resources have the correct training, tools, attitude and competence to be successful,” explained Nicola.
“The sales team should be familiar with the overall business objectives, know where the company is heading and how their goals and objectives fit in to that. With that knowledge, the sales force can focus on just what it’s supposed to be focused on: promoting and selling the company and increasing profits.
“Every marketing campaign should be completely accountable and every penny of investment should be working hard to achieve your business goals. Our approach is to analyse the target audience, response, conversion rates, order values and profits in order to create a strategic plan.
“This should be supported by inbound and outbound marketing channels and demonstrated through straightforward reporting and continuous updates.”
Social media has already changed B2B marketing – 60% of the buying process in a complex sale is already complete before clients are willing to talk with a sales person, which Xcel Sales Limited say reinforces the importance of a social presence.
“Building a well thought out social media strategy and plan is key to success in capitalising on this marketing method. We have developed a highly effective integrated offering that will attract the right prospects and nurture them into qualified new business opportunities.
“The final element to any successful campaign is quality data management. The data we access comprises of two million records available for direct mail all of which include telephone numbers. Ultimately, having the right data, with the right contacts will put you on the road to success.”