The Adventures of Lee The SME Owner - 23.
Chapter 23 - The Strategic Sales Pivot
For years, Lee had enjoyed the kind of business success that most people dream of—steady, profitable, and relatively stress-free in terms of sales and marketing. His company had grown organically, largely thanks to loyal customers and word of mouth. In truth, Lee had never needed to put much effort into sales or marketing. It had always just... worked. And Tracey, his Sales and Marketing Manager, seemed to be doing something, though Lee couldn’t exactly pinpoint what that was.
But with the new products on the horizon and the push to grow the business before his exit, John had pointed out that what had worked in the past wouldn’t necessarily drive the kind of accelerated growth Lee needed now. Simply relying on steady trading wasn’t going to cut it anymore. It was time to take a more strategic approach to sales and marketing.
John’s First Step: Market Research
“Before we start building a strategy,” John had said, “we need to understand what’s happening in the market. You’ve been fortunate so far, but if we want to push sales at a serious pace, we need to be deliberate. Let’s start with some good old-fashioned market research.”
Market research wasn’t something Lee had ever given much thought to. But John explained the process clearly.
“We’re not looking to copy competitors,” John explained. “We’re just trying to get a feel for what works and what doesn’t. Look at the companies in your space. What are they doing to get their name out there? How do they position themselves? And don’t forget about the companies that make the new products you’re thinking of introducing. What’s their strategy? How are they targeting their customers?”
Lee nodded. It was time to step out of his comfort zone and do some research.
Competitor Insights
Lee’s first task was to look at his competitors. He spent a few days gathering information—browsing websites, looking at brochures, and talking to some of his trusted contacts in the industry.
He noticed a few key trends:
Online Presence: Many of his competitors had invested heavily in their online presence. Their websites were slick, easy to navigate, and filled with detailed product information, case studies, and customer testimonials. Lee’s website, by comparison, was functional but outdated. It hadn’t been a priority because business had always come through personal connections.
Content Marketing: Competitors were using blogs, videos, and social media to engage with their customers. They weren’t just pushing products—they were providing value through how-to guides, industry insights, and success stories. This was a new concept for Lee. He hadn’t realised how much education and storytelling had become part of sales.
Customer Engagement: The most successful competitors were constantly engaging with their customers—through newsletters, surveys, and social media. They didn’t wait for customers to come to them; they were always in front of their audience.
Looking at the New Product Market
Next, Lee turned his attention to the companies that made the products he was considering introducing. These weren’t direct competitors yet, but they were in adjacent markets, and they were doing things differently.
Targeted Campaigns: One thing Lee noticed was that these companies often ran targeted advertising campaigns aimed at very specific customer segments. They weren’t just relying on broad marketing—they were narrowing their focus and speaking directly to the needs of particular groups of clients.
Partnerships and Collaborations: Another trend was the number of partnerships these companies had forged. They were working with other businesses in related fields, creating joint ventures and cross-promotions that expanded their reach.
Product Demos and Free Trials: Finally, Lee noticed that these companies were heavily invested in product demonstrations and free trials. They knew that once potential customers tried their product, they were much more likely to convert into buyers.
Building a Strategy
After gathering all this information, Lee sat down with John to discuss what he had learned.
“It’s clear we’ve got some work to do,” Lee said, rubbing his chin thoughtfully. “Our online presence is lacking, and we’re not engaging with our customers the way we should be.”
John nodded. “That’s good insight. But remember, this isn’t about doing everything at once. We’re going to build a strategy that fits your business, your team, and your goals.”
They spent the next few hours outlining a high-level strategy that would guide the sales and marketing effort over the coming months.
Online Revamp: The first priority was updating the company’s website. It needed to be more than just a place to list products—it needed to become a hub for customer engagement. Lee would work with a web development team to create a modern, user-friendly site that featured detailed product information, case studies, and easy ways for potential customers to get in touch.
Content and Value Creation: Rather than just pushing products, the company would start providing value to its customers through content marketing. Tracey would lead the effort, creating blog posts, videos, and newsletters that provided industry insights, tips for customers, and success stories from existing clients. This content would help position the company as a thought leader in its space.
Targeted Marketing Campaigns: Lee and Tracey would work together to identify key customer segments for the new products. They would create targeted campaigns aimed at those specific groups, using digital advertising and email marketing to reach the right people with the right message.
Customer Engagement: Finally, the company would put more effort into staying engaged with existing customers. Regular check-ins, surveys, and newsletters would ensure that customers felt valued and that the company was always top of mind when they needed new products.
The Road Ahead
As they wrapped up the meeting, Lee felt a sense of excitement. This was new territory for him, but it felt right. For the first time, he was taking a proactive approach to sales and marketing—something that could drive serious growth for the business in the years leading up to his exit.
John smiled. “This is just the beginning, Lee. With the right strategy in place, you’ll see how powerful a focused sales and marketing effort can be.”
Lee nodded. “Time to see what we’re really capable of.”