Marketing Greases Selling

Actually, the reminder note to myself was "eases" -- but I now see that it's about more! As a corollary to Travis' Law (originally published Jan 2007) let's formally spell it out as:

"The selling process gets easier and faster, the more and better you do marketing".

Why would, and how could, this be?

• Better targeting of features to need by customer segment
• Positioning for uniqueness across the competitive reference frame
• Alignment of price to value perceptions
• Consistent messaging that resonates with the customer constituency

So the sales ("solutions") person can simply ask if the product or service feels right. Oh sure, it's a more involved conversation -- with satisfaction of objections, customization, modification, etc.

But we're talking about a WORLD of difference from many sales organizations that just "wing it" and burn a lot through a LOT of salespeople.

How can your investment in marketing grease your sales process and results?