Key Takeaways
- By pivoting to inbound and inside sales, companies can attract potential customers through valuable content, build trust, and establish thought leadership.
- Sales and marketing technology can streamline lead tracking, automate lead nurturing, and enhance the effectiveness of traditional sales channels.
- Investing in sales training and support empowers sales teams with lead nurturing techniques, lead prioritization guidelines, and targeted marketing messages, resulting in improved sales performance.
In the cutthroat manufacturing industry, stagnation is a recipe for disaster. For Tube Form Solutions (TFS), a 27-year-old company, 2014 brought just that—stagnant sales growth. But instead of panicking, TFS embarked on a three-pronged sales transformation strategy that catapulted them to a 10% sales surge in 2015, translating to over $1 million in additional revenue. Let’s dive into the secrets of their success!
Revamping the Sales Approach
TFS realized that the traditional outbound sales tactics were hitting a dead end. They pivoted to inbound and inside sales, a strategy that revolves around creating valuable content to attract potential customers and nurturing them through the sales funnel. This approach allowed them to engage prospects on their terms, building trust and establishing TFS as a thought leader in the industry.
Harnessing Sales and Marketing Technology
To support their new sales approach, TFS embraced sales and marketing technology. They implemented HubSpot, a customer relationship management (CRM) system, to streamline lead tracking and sales activities. Lead nurturing sequences were automated to deliver personalized content to prospects, guiding them towards quote requests. Calls-to-action on high-traffic website pages directed visitors to landing pages where they could access valuable content offers.
Empowering the Sales Team
Sales training and support were crucial to the success of TFS’s sales transformation. They partnered with a sales and marketing consultancy to train their team on lead nurturing techniques. Qualification guidelines were established to help sales representatives prioritize leads based on their fit with TFS’s solutions. The consultancy also assisted in segmenting the contact database by persona, enabling targeted marketing messages that resonated with each audience.
Ongoing Evolution
TFS is not resting on its laurels. They plan to further enhance their inbound and inside sales focus in 2016. The company will create a comprehensive content library to showcase their diverse solutions. Content marketing efforts will expand to cover a wider range of topics relevant to their audience. Sales technology will be leveraged to amplify the effectiveness of traditional marketing and sales channels, such as trade shows.
Bonus: The transformation at TFS is a testament to the power of adapting to changing market dynamics. By embracing inbound sales, leveraging technology, and investing in sales training, they have created a sustainable growth engine. As TFS’s CEO, John Hayes, puts it, “Our sales transformation journey has been like a rebirth for our company. We’re now equipped to navigate the ever-evolving sales landscape and continue delivering exceptional value to our customers.”
In conclusion, TFS’s sales transformation journey serves as an inspiring example of how companies can overcome sales plateaus and achieve remarkable growth. By adopting a customer-centric approach, harnessing technology, and empowering their sales team, TFS has set the stage for continued success in the years to come.
Frequently Asked Questions:
What were the key challenges faced by TFS?
TFS faced stagnant sales growth in 2014 due to outdated sales approaches and a lack of lead nurturing.
How did TFS overcome these challenges?
TFS implemented a three-pronged strategy involving inbound and inside sales, sales and marketing technology, and sales training and support.
What were the specific benefits of TFS’s sales transformation?
TFS achieved 10% sales growth in 2015, improved lead quality, enhanced trade show participation, and streamlined communication through a shared contact database.
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