Welcome to Part 2 of our “10 ways Marketers can create revenue with mobile sales tools” series. If you haven’t read part 1 – head on over there right now. Click here to read part 1.
In case you didn’t do that. Here’s a brief introduction.
Over the past 4.5 years we’ve consulted with over 100 large Enterprises to help them get maximum revenue out of their smart devices. During that time we have begun to see so macro-trends that clients report are actually driving measurable sales increases that can be attributed to mobile.
Here we’ll detail 5 more “hacks” that can quickly deployed to your team’s mobile devices via apps that help them sell.
We call these five tactics hacks because when mobile sales tools are used effectively, they can target very specific business issues at the regional, team, or even individual level to directly increase in measurable revenue.
HACK #6 – Drive revenue with HOT NEW OFFERINGS
We originally learned about this hack from talented client of ours, Debra, whose team supports a dealer network of over 2,000 individual resellers. The biggest issue for her small, Chicago-based team was getting resellers to sell new product lines and get them off the cocaine dispenser of selling the old standbys.
Because the dealers do not work directly for the manufacturer (see hack #5), the entire chain of communication was full of breakpoints. Email, rep portals, lack of training, etc.
To address this issue for two new huge products, she emblazoned the home screen of her mobile sales tool with great images and attention-getting words that enticed the dealers to tap and learn more about these two new products.
Once tapped – the dealer reps came to screen that contained everything they could ever need to learn to sell these two products, including:
- Training videos
- Spec Sheets
- One-pager brochures
- High resolution images
- Full branded email template to send to their prospects
Each product screen was one-stop shop. Her dealers didn’t have to search… they didn’t really even have to think. Everything they needed was easy to access. A real no-brainer. Which might have been very appropriate for some of her resellers.
When we looked in Reporting, we saw that the New Product Spotlight was the most viewed screen in their dealer tool. That’s awesome. Both new product screens were also in the Top 10 (5800 and CRO below).
Analytics showed even the old dogs were looking at these screens and opening the assets. They were learning about the hot new products. A few of them were even regularly sending the pre-formatted emails.
The new products are getting top of mind thought from her dealers. That’s a huge win. And she has her mobile sales tool to thank for it.
It’s kind of ironic that your biggest obstacle to introducing and selling a new product line is often your own sales team! They can’t sell what they don’t know! And they don’t know what they haven’t been taught.
Focusing your mobile sales tool on those new products with an easy to access user interface is a great way to get an easy revenue-enhancing win.
HACK #7 – Save on print and shipping costs with a mobile sales tool
“We were able to save 50% of our print budget by no longer using paper catalogs and cutting back on brochures using our mobile sales platform.” – Heather Martinez, Director of Marketing at Mobio Labs.
Imagine if you could save up to 50% of your marketing budget, simply by implementing a mobile sales tool.
In a world where marketers are continually asked to do more with less budget, savvy marketers are finding that mobile tools can help them rein in their budgets while still increasing sales.
Two quantifiable ways using mobile sales tools can expand annual marketing spend:
1. Reduce Brochure and Catalog Printing Costs
Most companies spend a ton of money and effort printing brochures, data-sheets, special offer sheets, paper catalogs and more.
The only problem is – they go out of date in a few months as new products, pricing, and use-case data become available. So they have to be re-printed. This never-ending cycle can DEVOUR budget dollars.
Let’s look at an example:
You have a product brochure that costs $1.00/each to print. On average, your sales and marketing teams hand out 500 brochures per week during customer visits, trade shows, etc.
x 50 weeks
= $25,000.00 annual printing expense
And what happens to most of those brochures? They’re lost, tossed out, damaged, or who knows what.
Do you know the name and contact information for prospect and can you match them to the brochure they received for targeted marketing efforts down the road? Unlikely.
“We were able to save 50% of our print budget by no longer using paper catalogs and cutting back on brochures using our mobile sales platform.”
We just had to share that one more time. Heather got an immediate measurable result to her budget. And that savings was then redirected to drive more leads or spend elsewhere.
Sure, your results may vary. But the potential savings is HUGE.
But wait, there’s more!
2. Reduce Shipping and Storage Costs for Brochures and Catalogs
Printed brochures, catalogs, and data sheets still have to be shipped to team members and trade shows. And how about all those “rush” orders for the big sales call or a new product release? And don’t forget repackaging them after a trade show to send them home.
“Believe it or not, when these get shipped, they don’t always get received or found and then they have to be given out. Remote offices don’t usually get the same love as headquarters. Tons of boxes go untouched under a table or desk.” – Josh Krasnegor, Marketing Technology Consultant
Let’s take a deep dive into the math for minute.
$100 shipping per show
x 2 (there and back)
x 25 trade shows/year
And that’s just trade shows. We bet your average shipping costs are more than that?
Another great time to apply the 80/20 rule! What 20% of brochures do you really need at your next trade show? Why not relegate the less profitable 80% to residing only in your mobile sales tool? You just saved $8,000.00 in our hypothetical example. Bang!
Finally, once printed collateral goes out of date, what do you do with it all?
On an internal audit, a marketer friend of ours found “a warehouse full of obsolete brochures and catalogs.”
Yeah. A WAREHOUSE.
A whole building full of printed materials that cost money to design and print and they were paying money to store them after they were out of date!
Get rid of a warehouse full of obsolete sales materials! Tweet This!
HACK #8 – Save yourself two weeks every year.
Question – How many times a day does someone ask you for sales collateral by email? Several marketing friends of mine say it can average as many as 5/day (25 requests per week).
This has to be the biggest time waster of all time for marketers and it’s a great place for a hack. But let’s shove the dagger in a little deeper, shall we?
What is answering all those emails requesting collateral costing your company and you in productivity?
If you have a salary of $80,000.00, every hour of your time is worth $40. ($80,000/2000 work hours, yikes!) Let’s do some quick math:
10 minutes (to read the email, find the product information/link/price and send response)
X 25 times per week
= 250 minutes (~4 hrs) spent sending out collateral to individuals each week.
X 50 weeks/yr.
= 200 hours
= $8,000 to answer emails and send people collateral individually in a year.
Look at those numbers! You could be spending 200 hrs (that’s a month!) of your life sending people stuff they should already have.
For the sake of argument, let’s say we’re off by 50%. Instead of a full month of your time, what if it were only two weeks wasted time? What would you pay to get two weeks back each year? What could you accomplish with two more weeks?
The alternative is to push all the information to a mobile sales tool in an easy to use format and update it once for everyone.
Then train everyone with the standard answer, “IT’S IN YOUR APP.“
One of my friends took this concept to another level recently. As VP of marketing for a publicly traded company, she gets thousands of emails every week. After deploying her app to her team and distributors, she instructed her assistant to answer every request for current collateral or product information with a pre-written, standardized message.
Thanks for the request for Marketing Materials!
You have access to everything I do in our mobile app. The search function is great and easy to use. I know because I use it everyday, too!
App not working? Here’s the link to reinstall it on your iPhone and iPad.
Can’t find the collateral you need? Here’s a video that shows you how to update the content and find anything with search.
Still can’t find it? Reply to this message with exactly what you tried and, we’ll get back to you ASAP.
In very short order, her team knew to go to the app and the flood of emails slowed to a trickle. We like to think she is using her two weeks per year to take a few more days off and enjoy the beach in Hawaii.
What would you do with a two-week opening?
HACK #9 – Make ongoing sales training a breeze.
Why is it important to constantly train your sales people?
Because in 17 separate studies at Harvard Medical School, really, really smart people forgot 79% of what they were taught within 30 days.
So let’s say your sales people are 2 times smarter than Harvard Medical School students. They will still forget, on average, 39.5% of what they are taught within 30 days.
That’s the facts.
Remember when you trained your reps on your new products at your Sales Kick Off Meeting last month? Well, 4 out 5 facts you shared are long gone from their brains. And the facts each rep remembers are of course different! One remembers the size, the next the price, and so it goes.
If you’re like most companies, your sales manager just got more budget for product trainers and the Brooks Group just signed up a new client in an all-out effort to help your sales people remember more facts about your products.
Why bother training your team on new products at all?
Seriously. They will only remember 21% of what you teach them after 30 days! What a colossal waste of time and money.
Instead you can create a mobile sales tool that has a repeatable, measurable way to present new product details to the team. All you have to do is train your team to open the app and tap 2 buttons. My friend’s 4-year old can order games from the iTunes store and remember the password, so there’s not a rep in the world that can’t do this.
Mini-hacks for product training on specific products in mobile tools:
- Create short videos – 1 -3 minutes that are playable when the smart device is off-line (think airplane, baseball game, ballet recital) and much faster to download.
- Use Hi-Res images for products – highly visual and fast to download to the mobile tool.
- Easily digestible tables or charts – scannable (and searchable in the right tools).
- One-stop shopping screens – get all the relevant information on the new product on one single screen in the app.
- Send an email with a screen shot of what you created and added to your tool to the team. The screenshot is the key here.
- Suggest or Force your sales managers to train the team to use your mobile sales tool to teach them about your new products.
They don’t need to learn ANYTHING! All they need to know follows them around in their phone!
So instead of working like a crazy person to train people on facts they won’t remember, hack it with an easy to use app instead.
HACK #10 – Use your mobile sales tool to beat the competition question
One of the toughest objections/questions for a sales person to overcome is,
“We are using X from your competitor. How does your product compare?”
The right answer wins the sale. The wrong answer (or even a hesitation) can cost the sale.
The difficulty lies in the fact that your sales personnel must not only know all your own product information, but also all your possible competitors’ products. (See Hack#9 for more details.)
When this type of question arises, reps are usually forced to consult with a product manager (the keeper of competitive information for a specific line). The process goes something like this:
- After two full months, sales call is secured with prospect
- Prospect asks competition question in sales call
- Sales person leaves and calls/emails product manager
- Product Manager looks up the information in a spreadsheet on their computer or goes online to search
- Gets back to the sales person 2 days later after the sales person emails them 6 times in desperation
- Sales person “circles back around” with the prospect by email > phone > email > phone
- After 5 days, prospect responds and stays put with competitor product X or starts the next round of questions
MASSIVE TIME SYNC = MASSIVE COST.
And the chance rejection is high because people have no patience in the age of Google.
However, the real moment of truth occurred back at Step 2 when the prospect opened the door with the question about the competition! Here’s the opportunity for a mobile sales tool focused on cross-reference.
Although cross reference is not for every company, it can really drive revenue for others because their teams are able to bypass the stall in the above example and get on with the sale.
Two most common types of cross-reference mobile sales tools are:
You vs the competition lots of products – Your sales person needs to be able to search on competitors’ product names and SKU numbers to find your product that competes. They also need prices, specs, details, and often images to share with the prospect with their device or by email/text.
In this example video, will search by competitor name and find a product to show super fast.
Filtering mobile sales tools – The sales person needs to be able to find products based on their characteristics. Specifications and details like size, composition, ship weight, chemical standards, use cases, contraindication, etc. Any time your team is caught with tough detail oriented questions that they need rapid access to.
Check out how fast this car dealer app filters through 400 plus cars to find the perfect one.
There are pros and cons to each. We have even seen marketers start to combine the two giving their reps a lot of leeway to find the right product fast. The biggest con is getting the data on competitive products out of your systems and spreadsheets and into a usable app on a mobile device. Hire an expert! These tools can really drive revenue when maintained properly.
In addition, we see several marketers redeploying these tools in the AppStore or on their websites for public consumption or distributors to reference. Two birds with one app – drives more value for a small cost.
Hope you got something useful out of these articles. We want you to take action today. Even it is small.
In case you missed it, here’s a link to download these 10 hacks in simple, printable PDF file.
The Team at FatStax