Coordinating Your Active and Passive Sales Campaigns to Increase Revenues

Businesses need to make continual contact with clients to nurture leads and achieve full marketing impact—but their sales reps often don’t have enough time.

Passive selling reinforces active selling by working behind the scenes to keep your company at the forefront of your clients’ minds.

Our software streamlines the passive process so that your sales force can focus on closing sales. Prophet’s unique features can help you coordinate your passive sales campaign to automatically trigger at specific points in your active campaign. For example, each email template is associated with a specific stage of the sales process. This means you can send tailored rapport-building messages passively and then coordinate them with well-timed action. And unlike most ESPs, Prophet’s templates allow you to include impactful photos and attachments.

It’s critical for business to run both active and passive sales campaigns simultaneously. Here are two good reasons:

Keep Track of Your Customers’ Buying Cycles:

One of our clients runs a landscaping and swimming pool installation business. They knew that people who had just installed swimming pools were not likely to buy accessories for at least a year. Using Prophet, they scheduled an accessories sales campaign to start the following summer—the best time to market a waterfall or landscaping.

Strengthen Your Company’s Reputation:

Another client specializes in selling discounted surplus equipment and supplies. We identified their customers’ common objections and created email templates that targeted those specific concerns. In effect, the emails communicated the company’s respectability and addressed key questions even before the sales person made any calls. This passive strategy established trust and accelerated the buying cycle with primed responses.

We usually coordinate active and passive campaigns in eight stages:

  1. Once a specific group of leads is identified and loaded, a simple email with a strong message and image of the company logo is sent (Passive).
  2. A second email is sent that speaks to the trend in their specific industry to utilize your product or service and why (Passive).
  3. A sales representative makes a qualifying call to the customer and if qualified, sets an appointment (active).
  4. The customer receives information about specific services following information gathered in the call  (passive).
  5. The sales representative executes the appointment (active).
  6. The sales representative follows up with information and often a quote (active).
  7. The sales person follows up to close the sale (active).
  8. A follow up email is sent that is timed for potential future business (Passive).

Our clients have had great success with passive campaigns using Prophet CRM. Our ability to guide clients through the coordination of their passive sales process makes it easier for their sales force to succeed—which leads to more business for the company. Time is cost. Any tool that saves time will have a positive impact on your company’s bottom line.


Why You Need Both an Active and Passive Sales Campaign

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