Sales pipeline

Growing your sales, especially in a down market requires an understanding of the pipeline process. Where are your customers coming from and why does your product or service provide value to them. Designing your marketing program starts with understanding your customer and how to reach them with a message that resonates.

Define your potential customer universe. Reach out with a brief benefit statement using a medium and format that will be received by your decision maker or influencer. Build in a response that will move your customer to the next step in learning how your company can provide benefit. This may be a web site, a brochure, or phone contact. Finally, if the customer believes there is value in your offering, your sales strategy moves into action. This may involve a web meeting presentation, a meeting, or simply a proposal.

Designing your collateral material around the vehicle of communication selected in the pipeline. The shorter the life of the piece, the more informal and fun it can be. Design all of your materials throughout the process to be consist in style and color. A common design will build recognition.

The third and equally important step in the process is to design your messages. The message matches the communication vehicle and the step in the pipeline process. Short and sweet as an introduction, finely targeted to the needs of the customer throughout, and allows the customer to drill to how much detail they require to make their decision.