Look at the business of your existing clients and the messages they are trying to send. Financial services, loyalty programs, insurance, healthcare and education all want to get their messages heard in more ways than just print. A recent Fortune magazine (the printed version) article on Nike’s new marketing mojo describes the changes to their marketing direction stating that, “Nike’s spending on TV and print advertising in the US has dropped by 40% in just three years, even as its total marketing budget has steadily climbed upward to hit a record $2.4 billion last year.” It goes on to say, “the reason for this shift is simple: Nike is going where its customer is.”
Where are your clients trying to send their messages? In transforming your sales strategy to take advantage of shifting spend allocations you should ask yourself what impact would it have if the sales team focused on making it easier for your clients to better communicate (through various channels, print being one of them) with their customers vs. chasing the next print order. You could apply this to both new and existing clients with the right strategy and messaging.
Whether you are trying to transform your business through internal and organic changes, through an acquisition or both, the sales strategy needs to be analyzed to confirm its alignment with your company goals, client needs and one that can be effectively executed by your team.
