Impression Selling - Science for Sales and Marketing

Making an Impression

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fig1.1 - Traditional Sales
and Marketing Funnel

There are two fundamental challenges with the traditional sales funnel model:

No link between sales
and marketing.
In this model, marketing materials, collateral and messaging all exist outside of the sales process. The common perception is that those materials are used to originally get prospects into the area around the top of the funnel, or they are used as needed by the salesperson to move the opportunity through the funnel. There is no direct tie between the activities of marketing outside of this funnel and the activities of salespeople inside.

No single route to win sales.
This model inaccurately implies that there is a single ‘route’ through the funnel. In such a world, all won opportunities either move smoothly from the top to the bottom or they ‘fall out’ of the funnel at some point because of competition or poor qualification. The truth is that there are many different routes that a single opportunity could take through the funnel characterized by differing speeds, triggers and stopping points.

Impression Selling services and solutions are built on the unique Impression Selling methodology.

Impression Selling services and solutions are built on the unique Impression Selling methodology. For detailed information on this methodology, please download our free, 29-page white paper (PDF). Read on for a summary.

The entire sales process is a conversation. Every information exchange, touch point, action item and deliverable in that conversation is an impression that moves the sale forward.

The Impression Selling methodology recognizes the tie-ins between marketing and sales in creating a complete and seamless sales conversation that are not captured in the traditional sales ‘process’ funnel.

The Impression Selling
‘Integrated’ sales and marketing funnel addresses
the fundamental challenges of
traditional sales processes
(fig 1.2).

Sales data, activity and workflow
are tied back into marketing
functions to define, streamline
and promote the optimum routes
for opportunities to take through
the funnel in order to win business.

In the ‘integrated’ sales and marketing funnel, the customer lies at the intercept between marketing and sales. The materials, collateral
and messaging developed as part
of a product/service management
and marketing initiative combine
with the realities of salesperson
use and customization to define the
possible routes that opportunities
can take through the modified sales
and marketing funnel. Each route
is a sales conversation.

fig1.2 - Integrated Sales

and Marketing Funnel

Want to Learn More?
To learn more about how to use Impression Selling to manage your sales conversations, how to bridge the gap between marketing and sales using an Impression Selling Library, how to identify your single Best Sales Route and how to replicate the results of your best salespeople, Contact Us today.


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