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This week we reach the top of the sales pyramid in BRENT's four-phase system for climbing the pyramid. Last week we discussed the 15%. This week we go onto the 1%. This is where some of the most engaging clients are found.

We have been discussing how within the pyramid structure is a marketing strategy. The marketing strategy for each of the three phases in the buyer’s journey addresses specific goals. BRENT has a four-phase system for climbing the pyramid. Last week was the 15%. This week we go into the more lucrative 4%.

As we discussed in last week's blog - within the pyramid structure is a marketing strategy. The marketing strategy for each of the three phases in the buyer’s journey addresses specific goals. BRENT has a four-phase system for climbing the pyramid. Today we'll discuss the bottom layer.

When a person has a problem, do they immediately think – I’m going to buy something right now to solve it? Impulse buying excluded; a trigger propels them to take action to have it resolved. The trigger is the start of your customer’s buyer’s journey on the path they travel to find a solution. The customer journey has three phases;

My friend Gil grew up on a dairy farm in the 1960s. His parents bought a farm that came with an ancient three-bedroom house. When they had their first couple of children, it worked fine. However, when they had more kids than bedrooms, his Dad realized he needed a bigger house, so he started adding extensions.

Picture your potential customer hunting for a product or service, where are they most likely to look?

Generating new, qualified leads is the lifeblood of any business. Your ability to analyze each lead's cost, product, or sales funnel with your ROI is a critical factor in your success as a business owner.  

Your sales staff carry a heavy load. Every day they prospect to find leads, follow up on leads, score leads, send out emails, log calls, and schedule appointments. They put together sales quotes and proposals, onboard customers, record conversations and notes on prospects, and request approvals – all while staying on top of products, services, and pricing. Most of their tasks don't make them or your business any money. Non-revenue producing activities make the most sense to automate. Automating frees up your sales staff to focus their efforts on doing the things that bring in the most income.

Effective marketing and successful gardening work the same way.

A cactus and a fern are both plants, but if you plant your cactus in the shade and water it as much as you water your fern, it will die. Similarly, if you plant your fern in scorching full sun and water it once a month, you've got yourself a dead fern.

Wouldn't it be great if you could make a sale after just one well-done sales presentation?  

Typically, your salesperson puts all their energy into doing a great job of the initial sales presentation and then follows up with one phone call or email. That's it. The prospect doesn't buy, and your salesperson believes they are not interested in your product or service and gives up on them. That's how most businesses lose money.