Good Selling Radio in association with SalesFitness Group

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• The traditional role of corporate communications is being redefined, from marketing focusing on engaging the customer and salespeople running the last mile.
• The shift is towards a systemic approach where regular customer conversations should inform the organization about customer issues and co-innovations.
• The conversation suggests a radical change in how sales, marketing, and corporate communications should work together.

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• The need to operate in a rapidly changing world.
• The importance of selling value rather than selling commodities.
• The focus on awareness, consideration, engagement, and conversion in communications campaigns.
• How sales, marketing and corporate communications interact in the funnel

Key Takeaways:

• Work together and prepare as a team
• Likely bargaining tactics and how to counter them
• Non-verbal communication

sayhello@salesfitnessgroup.co.uk

www.salesfitnessgroup.co.uk

Key Takeaways:

• Transactional negotiations in a relationship context
• Be clear about your wider relationship goals
• Don’t win the battle but lose the war

sayhello@salesfitnessgroup.co.uk

www.salesfitnessgroup.co.uk

Key Takeaways:

• Clear agreement on what has been agreed.
• Follow up fast.
• Keep the initiative

sayhello@salesfitnessgroup.co.uk

www.salesfitnessgroup.co.uk

Key Takeaways:

• List your components
• Identify fixed and variable components and analyse movement and cost/value
• Draw up entry and exit points

sayhello@salesfitnessgroup.co.uk

www.salesfitnessgroup.co.uk

Key Takeaways:

• Build trust
• Understand the personalities and style of the people
• Understand their positions and interests
• Pre-position yourself

sayhello@salesfitnessgroup.co.uk

www.salesfitnessgroup.co.uk

Key Takeaways:

• Understand the likely zone of agreement
• Explore the options for both parties
• Identify the implications of “no”
• Read the balance of power

sayhello@salesfitnessgroup.co.uk

www.salesfitnessgroup.co.uk

Key Takeaways

1. Be clear about the commitments you are looking for to move things forward.
2. Be clear about how you will get these commitments
3. Never leave a meeting without a commitment to the next step

sayhello@salesfitnessgroup.co.uk

www.salesfitnessgroup.co.uk

Four key skills:

1. Create openness
2. Ask good questions
3. Listen
4. Summarise

 

sayhello@salesfitnessgroup.co.uk

www.salesfitnessgroup.co.uk