Emotions drive buying decisions. Common sense, right? Maybe not. While emotions drive a click or a call, logic butts right in when someone decides to make that final purchase decision from your company. So how can you be sure emotions and logic are intertwined perfectly between sales and marketing?
Let’s first state a couple facts: emotions and logic are not mutually exclusive, and neither are your sales and marketing team. While a prospect’s emotions are involuntary, the use of logic to react isn’t. Your marketing campaigns should spark emotions, excite your readers and, of course, answer your prospects’ initial questions.
However, don’t assume that your prospect will buy on emotion alone. Emotions are often short-term reactions before logic sets in. Eventually you start asking the big questions.Do I really need this service? Can my company afford this? Is there a backup plan? These are logical responses before making a purchase, especially an expensive one.
It is extremely difficult to have emotions without logic, and your sales and marketing initiatives are no different.
If you aren’t already, have frequent sales and marketing meetings. Merging sales and marketing strategy (what we like to call smarketing!) can be critical in accurately identifying your target audience and converting them into potential and actionable leads.
While marketing may be great in conjuring up that emotional response from your prospect, your sales team should be experts in guiding the prospect through the logical decision making process. Don’t forget, you want to attract new prospects with finely-tuned inbound marketing techniques, but at the end of the day, you also want to make sure you can convert them into leads that are fostered into loyal, delighted customers. This is a team effort - no one person or team can put together a sales and marketing strategy that will effectively and efficiently achieve these goals. So stop pitting one against the other - smarketing is key to your future success and for promoting an inter-departmental work environment that encourages teamwork.
No matter what industry you are in, you need a solid marketing strategy to spark emotion AND to react to logical responses. Once the foundation of your marketing strategy is built, it’s important for your marketing department to work closely with your sales team.
When used properly, data can help merge sales and marketing, and tell you where deals fall through and where marketing assists in creating sales qualified leads. If you’re working with a marketing company or consultant, make sure you ask about their use of data. Most skilled marketing companies with access to marketing automation platforms have easily accessible data, and are equipped in providing strategic solutions for trapping emotional responses and logical buying decisions together..
Are you using Inbound Marketing? Want to learn more? Check out this “Digital Marketing Strategy vs. Inbound Marketing Strategy” article!
And, if you’re local to Chester County, check out our next HubSpot User Group Event on Sept 24th. At this event you will learn all about social selling - an exciting technique to add to your “smarketing” strategy! - Register today
If you have immediate questions about smarketing, please feel free to schedule a quick call with us!
