Many companies are founded with strong vision, boundless creativity, and a compelling product or service. However, most businesses lose sight of the intricacies in their sales process over time. Rather than tweak these processes and analyze sales data along the way, many companies attempt to apply the same simple sales and marketing processes to their business after their company has outgrown these simple systems.
Without refining systems, measuring data, and improving visibility through targeted marketing solutions, even the strongest companies are bound to crumble from within once their sales systems can no longer sustain the company’s growth.
Amidst an ever-evolving landscape of technological advancements and business savvy entrepreneurship, innovation and continuous growth are imperative ingredients to ensure longevity and sustainable profitability for any given company. No business today – regardless of size or past profitability – can afford for complacency to impede forward progress or become a detriment to success.
Yesterday’s sales will not fill tomorrow’s quotas and past victories will not ensure future security. In a similar vein, companies fueled by passion and drive and creative ideas who lack the sales expertise to maximize their business potential are not bound forever to the “spinning wheel” cycle of work without reward.
The Kaizen Philosophy
Fortunately, there is a proven method to combat the unknowns that many companies face in regards to sales and marketing which eliminates the age-old dilemma of “the blind leading the blind” while equipping companies with sustainable solutions for guaranteed long-term success: the Kaizen philosophy.
The Kaizen approach is imperative for companies who are are committed to ongoing growth and are ready to embrace sales and marketing processes that function as smoothly as a well-oiled machine. The Kaizen philosophy has been applied to the business world through continuous improvement methodologies in industrial processes for years. It is only recently that the sales and marketing spheres have caught on – and implementation of the Kaizen approach has made a world of difference for many sales organizations.
Kaizen is a Japanese term using “change” (kai) and “good” (zen) to describe a process of continued improvement; always changing for the better. The Kaizen philosophy works because, rather than mandate large-scale changes in one sweeping gesture, small changes are implemented over time to create large-scale, lasting results.
Kaizen seeks total improvement in all areas of a company – every employee, every process, and every interaction represents a Kaizen opportunity. In contrast to the popular mindset that focusing on mistakes yields discouragement and lack of productivity, the Kaizen method deliberately seeks out trouble spots in order to mastermind creative solutions and institute sustainable improvements.
Engaging the Kaizen Method
Before the Kaizen approach can be successful, your team must understand that finding trouble spots and identifying processes that are subpar does not carry with it a negative connotation. Rather, this promotes a culture of observation, growth, and coachability.
One way to inspire a Kaizen culture within your company is to reward incremental improvements and celebrate daily growth shifts. Even slight tweaks, which might seem like small victories, will add up to significant change over time. A well-oiled machine is made up of many well-tended parts.
Keep in mind – each vertical market and each company within that industry have their own unique sales and marketing processes that require continuous definition and refinement. By intentionally addressing each component that comprises these processes, your daily operations will flow much more smoothly and not only improve sales and profitability, but also dramatically influence the culture of your team for the better.
The Kaizen process and philosophy of continuous improvement may sound simple; however, when applied properly, this approach can revolutionize business development.
Step 1: Optimize Top of Funnel Strategy
In today’s market, potential buyers are inundated with an excess of information every moment of the day. In order to ensure that your marketing stands out above the rest, you must commit to creating targeted messaging that effectively conveys your brand and clearly communicates what you are offering. This means your messaging must be dialed in to target a very specific audience in a more personal way than ever before.
If you want to resonate with your intended audience and make clients out of potentials, you must nurture your leads with relevant content across all platforms. To measure effectiveness, you must track every element of your sales process and dial in the version that performs best. Ultimately, this strategy will yield content that is fully optimized – from your headline to the final call-to-action.
Continually Improve Messaging
One of the greatest barriers to a successful marketing campaign is buyer fatigue. When your target audience has seen the same message repeatedly across a variety of platforms, the message loses its meaning and your campaign loses its power to convert a potential buyer into a customer. In the same way that your 2008 website design won’t convert customers like it used to, outdated content presents the same barrier to your sales force.
A great process starts with a great plan. That is why marketers tend to focus on avenues that make the most difference: headlines, leads, calls to action, prices, offers, bullet points, and email subject lines. But in order to successfully hook your intended audience, you must ensure that your marketing has continuity. In other words, the tone, message, and general feel need to be in alignment across all platforms.