Transcript The sales mindset - University of St. Thomas

Laura A. Heiden
Master in Business Communication
University of St. Thomas
December 18th, 2007
Does marketing effect sales?
The conflict…
• Sales people are like cowboys.
• Marketing people are like preachers.
• They must work together.
• Will always struggle to co-exist.
The sales mindset
The Cowboy
The Independent Cowboy.
• Independent
• “Been there, done
everything.”
• Been there, done every damn thing
• “Don’t change what
works.”
• Don’t
change what works
• “What the hell do you
• What
the hell
do you
know about
know
about
anything
anything, anyway?
anyways?”
The marketing mindset
The Preacher
• “Praise be the brand, and
my plan.”
• “You need to change.”
• “Let me show you the light.”
• I can
How can they co-exist?
• To succeed, we need a functional
relationship.
• Salespeople need to have confidence that
marketing understands.
• Marketing cannot assume salespeople will
embrace their strategies.
What do marketers need to do?
• Use insight from salespeople to create
practical strategies.
Do CROPLAN GENETICS
brand marketing
strategies positively
effect seed sales?
The Question
The scenario…
• Significant sales growth.
• Increasing need for marketing.
• Need to gauge effectiveness of marketing
tools.
• Need to collect insight from salespeople.
Strategy to gain sales insight
• Online survey to retail seed sellers.
• Promotional incentive.
• Emailed survey via district sales managers
and posted on invoicing system.
Online survey response
• Sent to approximately 2000 retail seed
sellers.
• 737 responded.
– Over 500 responded within the first 24 hours.
Online survey content
• Survey categories (# of questions)
-Marketing tool usage (12)
-Answer Plot® trainings (4)
-Seed guide (4)
-Marketing opportunities (3)
-Seed industry comparison (8)
• Total number of questions = 41
Discovery #1
I believe using CROPLAN GENETICS
marketing tools has enabled me to increase
sales volume with existing customers?
88.57% Strongly Agree/Agree
Discovery #2
Which marketing tools have helped you sell
CROPLAN GENETICS® seed to new customers?
Marketing Tools
% of Total
Seed Guide
69%
Answer Plot Grower Sessions
57%
Field Signs & Other Signage
49%
Promotional Items (caps, jackets and other logoed
items)
30%
Direct Mail Postcards
15%
Advertising (print, radio, and outdoor billboards)
12%
Discovery #3
The CROPLAN GENETICS® seed guide is
the best seed guide available in the
industry.
86.27% Strongly Agree/Agree
Discovery #4
In your experience, what is the biggest challenge
in selling to growers who have not purchased
CROPLAN GENETICS® seed from you before?
Select all that apply.
Challenges
% of Total
Brand Perception
75%
Price
38%
Product Performance Data
35%
Narrowing the list of available products
26%
Financing Tools
14%
The Answer
• When utilized, CROPLAN GENETICS
marketing tools are increasing sales.
The Answer
•
Traditional marketing tools are most
useful.
•
Brand perception is sales biggest
challenge when selling to prospects.
•
Sales can provide valuable insight for
marketers.
What has been done since the survey?
• Increased sharing of ideas between marketing
and sales
-More focus groups
-Sales feedback on large marketing projects
• Increased brand awareness activities
-National direct mail campaigns
-Development of a brand character,
“Dan – The Answer Plot Man”
Dan and the soybean supply
Dan went ice fishing
Dan in South Dakota
Dan in Paris
The Answer
• At CROPLAN GENETICS® seed, the
cowboys and the preachers are in
partnership.