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The Center for Sales Strategy Blog

Alina McComas

Recent Posts by Alina McComas:

Which Is More Important—Product Training or Sales Training to Drive Digital Sales?

sales training to drive digital salesProduct-focused training and sales skill training - both are important to increase the knowledge and expertise of a sales team, but which is more important? Which has the larger impact? Before I answer that question, let me define the differences between the two to make sure that we are all on the same page.

Topics: Digital Training Topics

Five Tips for a Successful Digital Needs Analysis

digital needs analysisYou finally got an appointment with a strong prospect. Now, it is time to prepare for a successful digital needs analysis to make sure that all the effort you spent getting the appointment isn’t wasted. You want to make sure that you have a strong and thorough needs analysis—because understanding your prospect's business, their specific needs, challenges and expectations is imperative to developing a solution that will achieve results.

Topics: Needs Analysis Digital integrated media solution

Selling Digital Advertising: The Magic of the Digital Needs Analysis

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Over the past couple of weeks, I have had several account managers ask me questions surrounding a digital client needs analysis. Everyone wanted to know those three or four questions that would magically give them everything they needed to put together a fool-proof digital solution. The truth is: there are no magical questions.  

There is nothing special about a digital client needs analysis. When selling digital advertising, you need to learn about your prospect's business, their competition, and their primary business challenges.

Topics: Digital selling digital advertising

The New Word of Mouth

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Personal recommendations are a powerful thing. Good or bad, they have the power to persuade us in one direction or another. Think about it—when most of us have little to no knowledge about a particular company or product, we typically ask those whose opinions we trust: family, friends or coworkers. As we all become more and more connected, most of us have also begun to rely on digital reviews.

Topics: referrals Digital reputation management

The 3 Most Important Metrics Sales Managers Should Track for High Performance

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If you are a sales manager, there are probably a number of metrics that you look at or are asked to examine by your leadership in order to determine how your sales team is performing. At times, you can go overboard, looking at too many metrics and spending more time pulling numbers and reports than coaching your team out in the field. 

So where is the happy medium? Where do you draw the line of the important metrics to monitor in order to ensure high performance from your team without spending days to pull the numbers?  Ultimately, you want to identify those performance metrics that drive results and revenue production with your team. Here are my top three:

Topics: sales management Sales metrics

Sales Manager Gut Check

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As a student of Florida State University in the 90’s, I fell in love with the sport of football. It has been great to see my alma mater be relevant again in the world of college football, but I have always been a fan of the sport—whether it is college, professional, or even just well-done football movies. One theme that flows through all football successes is strong leadership, talented players, and a vision/philosophy that every person must believe in, to be a part of the team. 

Topics: Management sales management Talent Sales

Five Metrics to Measure the Success of Your Digital Marketing Efforts

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As websites become more and more important in the consumer path to purchase, the need to measure the efficacy of digital marketing also increases. This is a shared burden between those selling digital media and business owners/marketers who are looking to maximize their ROI. We know that “clicks” provide an incomplete picture into the impact of digital advertising, as most users do not click on ads but still find their way to a businesses website after being exposed to ads.  

So what should we look at? Here are five metrics to help give deeper insight into the effectiveness of your digital marketing efforts:

Topics: digital marketing internet marketing Digital integrated media solution SEO inbound marketing

The Imperfections of Last Click Attribution

When it comes to digital marketing, there is a heightened focus on analytics to determine success. Many businesses continue to place a heavy reliance on last click attribution models to determine which of their digital marketing tools are driving results. Last click attribution gives 100% of the credit for a conversion or a sale to the last click a visitor made before he or she arrived on the website to complete that action. It's a model that has been used for years, but can be flawed if it's solely used to determine which digital marketing efforts are really driving results.

The Problem with Last Click Attribution

In theory, last click attribution seems to make a lot of sense, giving credit to the last source that drove a new consumer to a convert on a website, but we as consumers are not that simple. Consumers in today’s environment are usually exposed to a number of different sources before they visit a website. There are countless studies that show the synergy between various types media platforms—those that show how TV, newspaper, and radio drive someone online for more information or to purchase. There are even studies that show how display advertising has a direct impact on search activity—in other words, how consumers are more likely to search for a company and its products after seeing a display ad, even if they don’t click on it.

 Solely using a last click attribution model doesn’t account for any of the other sources that assist in getting the consumer to the website and converting.    

Topics: digital marketing Sales

The Fastest Way to Lose a Sale

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Yes, it’s a strange question to be asked, but it led to a great conversation. I remember the workshop so clearly. Someone once asked me what I felt was the easiest way to lose a sale.

Topics: Digital

5 Ways to Nail the Needs Analysis Conversation

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Once you have an appointment with a strong prospect, it’s time to prepare for a successful needs analysis so all the effort you spent getting the appointment isn’t wasted. You want to make sure that you have a strong and thorough needs analysis—because understanding your prospect's business, specific needs, challenges, and expectations is essential to developing a solution that will achieve results.

Topics: Needs Analysis successful sales meetings Sales