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One of the most important things you can do when growing your business is to create processes and systems. The most valuable systems are those which are scalable. If your company relies on you as their superstar talent for keeping the machine fed, then it will be difficult or impossible to scale.
Once you have systems in place that are replicable, that’s where the growth starts to kick in. And not only growth from new customers. Your existing customers will want to continue to do business with you because you will always deliver consistent results.
In addition to the usual business process and admin systems you need to fulfil your orders, you must have a sales & marketing lead ecosystem that is constantly feeding the sales pipeline; a sales system that nurtures leads, follows up, and converts opportunities once they are sales-ready.
Contained within your marketing and sales systems should be a well documented process to ensure that you not only maximise the lifetime value for each customer, but that you feed all of your customer success stories and social proof from new customers, back into your acquisition process.
Do not get bogged down with fulfilment and administration while neglecting your marketing and sales systems.
Unfortunately, this is a natural phenomenon because generally speaking, in most SME businesses, all of the day-to-day, seemingly urgent issues generally fall into the category of fulfilling orders, to keep the cash flowing and business administration functions. This causes a common situation in the medium to long term, in which, at some point, sales performance will fall off a cliff, even though everyone appears to be extremely busy on a daily basis.
The problem is, customers don’t find out how good your products and services are until they have bought from you. And, if your marketing and sales systems aren’t in place, they will never buy in the first place to find out just how good you are. It’s a vicious circle.
Some businesses rely purely on reputation and word of mouth. While these are great channels, it takes a long time to build up enough business just on the back of your reputation. On the other hand, high-growth companies go to great lengths to perfect their marketing and sales systems. After all, very few business problems can’t be solved with money!
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