is a Havill & Company
Your Own Marketing System
In 2000, Havill & Company published a nationally
syndicated market research study entitled: "The Commercial Fleet
Market Forecast: 1999-2001."
was designed to profile business practices of transportation
industry decision makers across the U.S. During
the research we asked respondents which methods they use to
purchases. Only 16 percent
reported a preference for face-to-face meetings with sales
representatives. However, when asked how they prefer to finalize
their purchases, 74 percent of decision makers said they favor a
You Paying Your Sales Reps to Market?
The message in this research study is clear. Buyers want to research their purchase options themselves,
without the outside influence of a sales rep.
But when they have narrowed down their list of options and
suppliers, they want to meet with a sales rep to configure the final package,
obtain a proposal, and negotiate the sale.
In todayís soft economy, many executives have responded to falling
corporate profits by cutting marketing and advertising budgets.
While fiscally necessary, this creates new problems.
Technology marches on, and the fierce survival instinct to generate
sales creates a competitive environment where market communication is even
more important than before.
Unfortunately, what often happens is that the burden of marketing is
the sales organization. Sales
associates face prospective buyers that donít understand the features
and benefits of their companyís offering, and are confused by competitor
claims. As a result, sales
associates find themselves educating prospects and attempting to establish
points of differentiation rather than doing what they are suppose to be
doing, configuring orders. Although
seemingly necessary, this is counterproductive.
This research shows that marketing through your sales organization
is very expensive, and not particularly effective.
Sales by Cutting the Cost of Marketing
The return to fiscal health is not through reduced
competitive vitality will come from reducing the cost of marketing.
This can only be achieved through the adoption of Internet
When evaluating the cost of marketing, it is important to analyze
the entire channel, from supplier to end-user.
From this perspective, the inefficiencies inherent in
traditional Business-to-Business (B2B) distribution channels are apparent.
B2B exchanges, such as Trade-Ranger and Covisint, have been established to avoid these
costs. As an example, it is estimated that these Internet technologies could cut 30% from
the cost of a vehicle for auto companies.
A virtual marketing system is not a B2B exchange.
Rather, it is technology that supports traditional channels by
moving marketing communication to the Internet.
Marketers throughout the channel have access to a database of end
users and a library of marketing materials through a web browser, enabling
them to analyze their markets, target opportunities, and collaborate on
sales. This research shows that
sales representation is important in B2B markets to configure orders and
negotiate the sale. Moving market communication activities to the
Internet substantially reduces time and cost, and closes the gap
with direct sales channels.
market communication for promotions, new product
announcements, and response to inquiries average $761 per thousand
pieces. Preparation takes the better part of a
day and requires:
costs an average of $5 per thousand messages.
In addition you are able to:
rich text HTML messages, with website links to product
letter templates with associates for their own marketing
share leads and referrals with sales and channel partners
notes to contact records and schedule follow-up activities
To see how companies can use Havill's e-Suite of
e-MarketCommunication, e-SalesSupport, and e-MarketOpportunity to
implement one-to-one marketing and improve their channel partner support,
read the letter from the