Dare You Ask the Million Dollar Question?

“For Every Dollar I Spend On Advertising, How Much Will I Get Back”?

You’ve got to know the answer to this question but in the la-la land of ad agencies, advertising return on investment is an oxymoron.

For them the thought of spending one dollar of your money and giving you multiple dollars back is unthinkable.

Instead most agencies concentrate on brand awareness as a measure of advertising success. They're also fond of wheeling out the results of a consumer focus group and will bleat on about 'propensity to buy', 'favourable brand image' and 'perceived goodwill'. Since when did ‘perceived goodwill’ pay the bills?

If you can’t trust your trusted advisers, how do you solve your sales and marketing problems?

Sales & Marketing Or Sales vs Marketing

In the vast majority of businesses the most common problem that hinders growth and sabotages profitable sales is a disconnect between Sales and Marketing.

When sales are hard to come by, sales people blame ‘marketing’ for not delivering advertising and marketing collateral that helps them sell. While ‘marketing’ inevitably blames ‘sales’ for not doing the job of selling.

In The Real World The Only Measure That Matters Is SALES.

The problem however, goes much, much deeper than ad agencies not understanding or even liking selling. (They might sneer at this statement, but I can easily prove it). The issue might not be lead generation, but a failure in sales conversion.

The Blame Game

The next people to blame are the consultants, ad agencies and sales experts who provide professional services to support the sales and marketing effort. It’s often impossible to know who is at fault, and promises of a new campaign or creative approach to resolve the problem can delay the inevitable. When things get really bad, the business owner starts looking for a new ad agency or sales training company.

Unfortunately, many in sales & marketing still rely on manipulative techniques that makes us distrust sales people.

Let The Madness Begin

Everyone claims to know the solution.

Trouble is the marketing guru is going to claim you need to spend more money on Facebook, Google Ads, Instagram, TikTok, YouTube or whatever else is trending. While the Sales expert is telling you their bespoke ‘Always be closing' sales training is the only answer. As famous psychologist Abraham Maslow once said, "I suppose it is tempting, if the only tool you have is a hammer, to treat everything as if it were a nail."

Eventually, after listening to a lot of conflicting advice, the business owner makes a decision and hopes the new approach pays off.

Unfortunately it rarely does, so the search for a solution continues.

Ad agencies accept that at some point they'll be fired. It's all part of the agency/client merry-go-round.

Let The Madness Begin

Everyone claims to know the solution.

Trouble is the marketing guru is going to claim you need to spend more money on Facebook, Google Ads, Instagram, TikTok, YouTube or whatever else is trending. While the Sales expert is telling you their bespoke ‘Always be closing' sales training is the only answer. As famous psychologist Abraham Maslow once said, "I suppose it is tempting, if the only tool you have is a hammer, to treat everything as if it were a nail."

Eventually, after listening to a lot of conflicting advice, the business owner makes a decision and hopes the new approach pays off.

Unfortunately it rarely does, so the search for a solution continues.

Ad agencies accept that at some point they'll be fired. It's all part of the agency/client merry-go-round.

The Ad Agency Merry Go Round

This cycle of winning business and ultimately being fired for non-performance issues, is the norm in the advertising world. Clients go through the tedious process of choosing an agency and after a

competitive pitch desperately want the agency to succeed. When they fail, the ad agency merry-go-round starts all over again.

Is it any wonder that trust in marketing people is at an all time low? In fact in a 2021 survey of the most and least trusted professions, advertising people and car salesmen were the least trusted.

If You Can’t Trust Your Trusted Advisers, How Do You Solve The Problem?

Ad agencies accept that at some point they'll be fired. It's all part of the agency/client merry-go-round.

The (Drum Roll) Solution Is...

Well it depends, (don’t you hate it when people answer a question with it depends?) do you really know what the problem is?

Is it lead generation, or is it an issue with sales conversion?

Assuming your current agency isn’t incompetent, you might have plenty of leads. But are they leads or are they prospects, because there’s a big difference. If they are genuine, quality leads and your sales people still can’t convert them, do you know why they are failing?

If you feel like you’ve tried everything and you are sick and tired of excuses, or you are simply curious and would like to know the answer to the Million Dollar question, then why not book a free Sales Strategy session now.

The (Drum Roll) Solution Is...

Well it depends, (don’t you hate it when people answer a question with it depends?) do you really know what the problem is?

Is it lead generation, or is it an issue with sales conversion?

Assuming your current agency isn’t incompetent, you might have plenty of leads. But are they leads or are they prospects, because there’s a big difference. If they are genuine, quality leads and your sales people still can’t convert them, do you know why they are failing?

If you feel like you’ve tried everything and you are sick and tired of excuses, or you are simply curious and would like to know the answer to the Million Dollar question, then why not book a free Sales Strategy session now.

The Future of Sales is Here and it’s not Ai

Back in ancient history (before Google) selling was so much easier.
In those days, that's pre 1998, consumers relied heavily on sales-people and marketing materials to research products before making a buying decision.

The Risks of Business Transformation

Like Empires, even the most powerful brands can fail due to a lack of vision. Business owners are swamped with advice from an army of business advisers, consultants, and commentators in the media.

Book A Free Strategy Session

If you are serious about transforming the effectiveness of your Sales & Marketing, book your Sales Strategy session now.

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