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The Center for Sales Strategy Blog

Alina McComas

Recent Posts by Alina McComas:

The Foundation of a Strong Campaign Recap

campaign recapCampaign recaps have become an expectation of doing business in the digital marketing era, but they often become a delivery report instead of reporting on the performance of a campaign. The goal of any recap should be to sell the results of that campaign in an effort to retain and grow the business. Over the years, I’ve seen some really good recaps, and I’ve seen some bad ones.

Topics: sales performance salespeople customer service

How the Consumer Journey Can Help You Sell More Integrated Solutions

integrated solutionsMedia sellers today have more capabilities than ever to drive results for their clients. With all of the potential options, you would think that it has gotten easier to build a solution that will drive results, right? Nothing could be further from the truth! If anything, the sheer number of solutions has made it more challenging to determine when to use what when. And with all of those capabilities, their presentations have also become longer – many filled with a multitude of product one-sheets and then a laundry list of recommended products in the recommended solution.

That is a struggle that I hear from salespeople that I work with all over the country. It’s not just determining what should be in the solution, but how to present it in a truly integrated format where it is clear why all of the components are critical to a successful result.

Topics: selling digital advertising integrated media solution sales performance Sales sales process

How Measuring Success is Different in Digital

digital campaign analyticsMeasuring the results of an ad campaign or a marketing push is important. How else will you know if the effort was a success, and if the investment produced a profitable return? In the past, it was often tough to measure, causing uncertainty and frustration among both buyers and sellers.

In the digital age, I could argue that it’s gotten too easy to report campaign metrics.

Topics: digital marketing metrics measurement

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

digital_ad_sales

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

reputation.jpg

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

Sales_Manager.jpg

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