How to Optimize Sales Using Strategic Communications

Five years ago, as COVID-19 began to wreak havoc on the world, Game Changer’s clients were just like everyone else…trying to figure out how to survive. They didn’t need the elaborate planned programs we scoped out – they needed revenue immediately. And they asked us to help them generate it. It’s a challenge we took to heart.

We went back to the drawing board and “business 101.” If we’re trying to stimulate revenue fast, then we should target the “lowest hanging fruit” from a sales standpoint, right? Let’s focus on getting the people who are the most likely to buy to do so as quick as possible.

Who are those people? As any good executive or salesperson knows, any organization’s most efficient way to generate a sale is to upsell or cross-sell an existing customer. And what are those people most likely to buy? Other services/products that already exist within the organization’s portfolio. Outside of current clients, the next most efficient sales targets are people who are already in the sales pipeline – former clients, someone who’s already started their buying cycle and become a lead, etc.

How do we get these people closer to a buying decision faster? We chose to spoonfeed them the information that’s most likely to convince and persuade them to act. We created nurture campaigns full of case studies, position papers, stories and other assets that fully explained what our clients did – and made crystal clear how those products/services delivered value. Then we fed those assets to these people through the channels they use the most at the times we knew they were most likely to engage.

Our clients didn’t just survive the year – they grew and thrived. We were so thrilled with the results that we’ve implemented more of these campaigns for several other Game Changer clients since 2020. We’re not surprised that those clients have experienced a similar ROI.

We proved again that strategic communications is so much more than news releases and media clips. I still don’t think this is rocket science, but it is a strategy that I hadn’t used much before that period in time – and I still don’t hear many other professional communicators doing it. Long story short: we’ve developed a way to stimulate sales more efficiently and optimize conversion through a sales funnel. We are quite literally becoming the match that lights the sales flame for our clients.

We’d be happy to do the same for you! Just grab some time with me, and let’s explore the possibilities.