Many of my students ask how can they make the selling process more of buying process where the customers are making inquiries.  To do this, you need to have an active marketing program to create awareness as described in the post below.

An effective marketing communications plan is a key component of a successful sales organization. Communications plans are an efficient, low-pressure method of creating awareness, educating your customers on how your company can assist them in achieving their business goals, and creating a buying environment for your products, services and solutions. Key features of a successful communications plan include the following:

• Remain high quality, current and relevant.
• Remain brief, precise and
• Transfer best practices inside and outside the compamy
• Include high-level meetings between customers and your company’s upper management to discuss solutions to business
• Include a monitoring system to know who is participating and make it easy for customers to receive additional
• Address each stage of the buyer-readiness
• Include all components of the marketing and sales promotion
• Include as many word-of-mouth testimonials as possible from satisfied

Listed below are just a few of the successful sales communications plans that meet the above criteria. A successful market communications plan should leverage the available corporate programs and services as much as possible.

Personal Selling, Regular Company Informational Events

• Lunch and learns: Company-sponsored lunches with guest speakers discussing latest developments related to issues relevant to the target audience, such as offshore completion techniques.
• Participation at professional society conferences and meetings: Company speakers present technical papers on the latest technology developments and Company booth in exhibition hall.
• Annual VIP seminars: Courtesy meetings between upper management teams demonstrating solutions to their business
• Industry-sponsored training sessions: Company-sponsored training courses for products and services used within the specific

Direct Marketing and Sales Tools

• Regular document distribution: Complimentary copies of company publications to selected key customers in key
• Application-specific courtesy informational updates: Solutions page sent on a regular basis to selected customers highlighting specific market technical challenges solved with company products and
• Internet website: Company information portal for customers, employees and

Advertising

• National and international advertising campaigns: Advertising programs in major trade journals and business

Public Relations

• Company-sponsored programs and donations supporting community development programs, educational institutions, sports-related programs, charities, community volunteer programs and annual Effective public relations programs can make a significant impact on the liking buyer awareness stage.