I have spent the majority of my working career involved in sales. I have been an account executive, a sales manager, a director, a VP of Sales and Marketing, and most recently, an entrepreneur, selling and marketing myself as a marketing consultant. Over the years, I have learned one key thing: success in sales comes from developing relationships. If you really want to spend your time to get the best return, you need to develop and maintain those key relationships with your best prospects and clients.
The purpose of your marketing efforts is to bring you leads, people who are potentially going to hire you for an assignment. After a marketing campaign, if you are contacted by an art producer who wants to meet with you and view your portfolio for an upcoming project, you now need to sell yourself, your talent, your capabilities and your vision. After that meeting, whether you win the job or not, you now have a great opportunity to develop, grow and maintain a long-term relationship with the buyer.
Photo Cred: Casey Templeton Photography
We have some great studies and examples of this on The Lab blog:
It is important to split your marketing and sales efforts between retention (keeping existing clients) and acquisition (finding new ones). Many companies and freelancers tend to forget about paying attention to their existing clients while on their quest for new ones, or tend to ignore a prospect they didn’t get work from the first time. Putting effort into developing and maintaining a relationship with those people you want to do work for, will pay dividends.
Linda Whitehead is a passionate senior marketing professional with over 25 years of marketing, communications and brand-building experience at the executive level. With a diverse and well-rounded background in both B2C and B2B marketing, Linda has a proven track record of devising and deploying profitable and measurable marketing strategies as well as creating effective, inventive solutions to business challenges. Linda now serves as Agency Access’ VP of Marketing. Agency Access
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