Sometimes we’re marketing a product our service that our prospects don’t even realize they need. We refer to this as a complex sale. A complex sale is generally a strategic decision on the part of the buyer, it requires education and capital appropriation and there are often several levels of decision makers involved.

Complex sales are multi-step processes that usually look similar to this:

You must address each of the steps in order and respond to the contact based upon which step he is on. You would definitely communicate differently with a cold lead than you would with a qualified prospect.

Take a look at your marketing campaigns and decide where on this complex sales funnel your prospects fit. Are you marketing full-body scans or gallons of milk? Be sure to adjust all your marketing campaigns accordingly.

Need a little more help evaluating your sales cycle and marketing campaigns? Why not request my Marketing Makeover? It’s the most complete marketing critique you’ll ever find!

You might also be interested in:

• Website Not Generating Enough Leads? Is It Really Trying To?
• 6 Psychological Principles to Improve Your Copywriting
• Add Audio to Your Marketing Mix
• How To Market In A Bad Economy
• Marketing to Corporations?

This entry was posted on Wednesday, April 9th, 2008 at 3:18 pm and is filed under Small Business Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.