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Why marketing works best when it is dictated by your sales strategy, not the other way around.



Here's what we mean by that...



For as long as we can remember, marketing has been what you do to make the phone ring so you can get more customers and sales. It's often thought of as an activity or task in your business that is quite separate to sales, the selling is what happens once the marketing has brought in the people. But in actual fact, your marketing should be dictated and driven by your sales process.

More and more, our customers are coming to us for help with the sales function of their business, because when we start talking about sales and marketing, they soon realise that this is an area of their business that with the right care and attention, can improve their sales and profits without even changing anything about their current marketing.

What is it we do to help you improve your sales?



1. We map your sales journey from first encounter to happy referring customer

We help you map your customer's journey through your sales process in detail, from their first encounter with your business, right through every step and conversion point in the sales process (and there are more than you'd think!), to actually processing and securing the sale. But the thing with sales, is that it doesn't just stop there, you then have to have a process that helps you secure repeat business from your customers and helps encourage referral business. Your after-sales activity is just as important as every other step.

2. We plan your marketing to enhance your sales process

Once we've helped you map out your customer journey, we can design and create marketing collateral that your sales team can use to help move the customer through the sales process and improve your conversion rate at each step. We can also design lead generation marketing that ensures the right sort of people are contacting you.

3. We implement a CRM that helps you measure and track sales efforts

We'll also make sure you have a strong CRM system to manage sales and customer communications. It's not enough to have a great CRM, it also needs to be intuitive and easy for your staff to use, because having a CRM is pointless if it's not being used properly. However, when used consistently and correctly, a good CRM can be a powerful sales tool. And of course we have our favourites that we can recommend.

4. We offer sales training and systemisation to help your people sell more

A big part of what we do, involves training and coaching your sales team. Now obviously your team know more about your product or service than we ever will, but there are some fundamental sales tips and techniques that we can introduce to help them improve their conversion rate. But that's a whole other conversation!

5. We teach you how to hold productive sales meetings which hone and focus skills

In order to keep the sales engine of your business turning over consistently, it's important to maintain regular sales meetings. We'll teach you how to keep these meetings productive, make them a non-negotiable part of your business and use them to keep your sales team engaged, excited and successful. Sales meetings are also a great opportunity to inject sales tips and upskill staff knowledge and sales techniques.

6. We develop marketing aimed at your existing and past customers to maximise referral and repeat business

We'll help you implement regular communications to your existing and past customers, because it's important to ensure you have loyal customers who buy from you time and time again and refer other people to you. If we asked you how much of your business comes from word of mouth, you'd most likely tell us 'about 60% or more,' which is so common, and easy to influence! You see, we're about doing things that don't cost the earth, but are more likely to work.

So, you can see why we aren't just your normal marketing or advertising agency - we dig deeper and aim to make a real and measurable impact on your sales and profits.



Want some help with your sales team? Click here to Book a Sales Training Session or Sales Coaching Appointment with one of our specialists.



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We hate pushy sales people as much as anyone else - BUT THERE IS ANOTHER WAY TO SELL!

We can teach you the four simple steps to building better relationships with your customers, converting more sales, and boosting repeat business.



You don't have to be a slick sales person to be good at selling - you just need the desire to HELP your customers get what they need.

One mistake many businesses make, is pinning all their hopes on "my next ad will bring 'em all in". The truth is, an increase in enquiry is only a small part in the equation of increasing sales and profitability. If you have an increase in enquiry, it does not necessarily mean you are going to have more sales. Your ability to sell is directly correlated to your success, so it pays to invest the time in the development of strong selling strategies that you and your team can easily follow.

It doesn't matter whether you are selling big-ticket items or small, once taught our easy to understand and apply sales process, you will quickly learn that every sale goes through these same for simple steps:

Are you (or your team) making these common mistakes when selling?



1. Failing to establish the appropriate level of trust at the beginning of your sales process.

2. Failing to ask for the sale (New Zealanders are particularly poor at asking customers to buy).

3. Getting the steps of your sales approach in the wrong order!

4. Failing to find out what your customers really need and then not linking products/srvices back to your customers REAL needs!



Stop Being an ORDER TAKER and learn the art of SELLING!



One of the hardest things to change as a sales person is switching from "quoting mode" to "helping mode". You see there is a major difference between order taking selling.

An ORDER TAKER is going to find out what they need to quote for - in this scenario the cheapest quote will normally win.

SELLING in the other hand, involves understanding what is going to work best for the customer and then presenting that solution, In order to understand what is best for the customer, we need to ask them questions which helps us ( the sales person) and them (the customer) to figure out what os likely to be important to them.

The MORE QUESTIONS we ask, the clearer the picture becomes.

The clearer the picture becomes, the MORE LIKELY it is that we will present them an offer that they want and feel the need to buy.

3 Important Rules Every Business Owner Needs To Know About Sales & Marketing

FIND OUT WHAT ALREADY WORKS

The first fundamental rule is to take what already works (or has worked in the past) and find ways of using that to grow your business - then D.S.T.C them!

Discover your strengths Systemise them so everyone in your team is able to replicate them.

Train your team to embrace your systems and follow them Communicate your strengths to your customers with effective marketing.

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HARDER! CHEAPER! BETTER!

When it comes to marketing, we as business owners and managers often search out the easiest option first.

The truth is, we have been tricked into thinking that effective marketing is flashy ads, radio jingles and glossy brochures.

More often than not, the things that actually work are often cheaper to implement and are the things that we would rather not do because they are hard work - like phone calls to past customers and seminars.

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EVERY BUSINESS HAS THE SAME 5 BUILDING BLOCKS FOR SUCCESS

It's not uncommon for business owners to get stuck in a pattern where they are focused on marketing that is only about lead generation.

The truth is, it can be quite hard to create a massive increase in new enquiry year in and year out. A well-rounded marketing approach requires you to focus on more than just generating new leads.

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  • We are seeing results with a much more focused sales process. It feels good to be winning.

    The team at Holloways did a great job when marketing to us. Their approach to growing their own customer base made us think ″well if they can do the same for us, let's get on board″. We like their integrated approach; they quickly became part of the team and help drive our sales and marketing strategy as well as keep us on track.

    We are seeing results with a much more focused sales process. This wasn't the easy way out for us, it does involve change and effort, which was made clear going in. It feels good to be winning.

    Greg Rodger Director - TR Industries Ltd

    Trind2

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  • Holloways have helped us co-ordinate, streamline and add discipline across all our sales, advertising and marketing activities.

    As well as this, they have shown us a different approach to integrating our sales and marketing strategies. They've trained all of our sales people and written, designed and coordinated all our marketing efforts (online, digital, TV, print, radio and more).

    Holloways play a vital role in our overall success and ongoing growth.

    Emma Parsons Group Retail Manager - Applianceplus

    Appliance-plus2

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  • They quickly grasped our situation and provided workable solutions, rather than just marketing ideas

    PF Olsen is New Zealand's largest independent forestry services provider... Holloways has assisted PF Olsen to develop and implement our marketing strategy for several years. I am impressed with their hands-on approach and practical solutions.

    They interact well with our staff at all levels and locations throughout our business and provide a consistent approach to new work development. They provide an excellent sounding board for our ideas as well as providing innovative ideas of their own. They have quickly grasped our situation and sector, which has enabled them to provide workable solutions rather than just marketing ideas.

    Scott Downs Director of Sales & Marketing - PF Olsen

    PFOlsen2

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ARE YOUR SALES PEOPLE AND MARKETING ACTIVITIES GENERATING RELIABLE, CONSISTENT AND REPEATABLE RESULTS?

ARE YOUR SALES PEOPLE AND MARKETING ACTIVITIES GENERATING RELIABLE, CONSISTENT AND REPEATABLE RESULTS?

One mistake many businesses make, is pinning all their hopes on "my next ad will bring 'em all in". The truth is, an increase in enquiry is only a small part in the equation of increasing sales and profitability.

If you have an increase in enquiry, it does not necessarily mean you are going to have more sales. Your ability to sell is directly correlated to your success, so it pays to invest the time in the development of strong selling and marketing strategies that work together, that are easy for your team to follow and provide reliable, consistent and repeatable results.

Read More

Conversion Rate

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Average Sale Value

More

Frequency Of Purchase

More

We're ready to talk when you are...

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Tips & Advice To Grow Your Business

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4 QUESTIONS TO ASK YOURSELF BEFORE COMMITTING TO ANY MARKETING

It's so important you answer the questions in the right order though! Most people go wrong by starting with the final step!

Read More

ORDER TAKING VS. THE ART OF SELLING

One of the hardest things to change as a sales person is switching from "quoting mode" to "helping mode". You see, there is a major difference between order taking and selling.

Read More

HOW TO RANK BETTER ON GOOGLE!

It doesn't take much to see that online marketing is growing in importance by the second. These days the internet is at our fingertips almost everywhere we go.

Read More

9 Common Questions About Working with Us

So, who are Holloway Hudson Burgess (HHB)?

HHB is a unique Business Growth Consultancy founded in 1986. The company was formed to help privately owned businesses achieve measurable growth through their sales and marketing efforts. We help businesses across New Zealand and Australia get consistent, reliable and sustainable improvements from their sales teams and marketing.

Unlike others who try to occupy this space HHB have shown proven expertise in all three disciplines required to increase profitable sales (1) sales systemisation and coaching, (2) measurable marketing, and (3) strategic yet practical business advice.

Why does my business need HHB?

There are three parts to your business, 'Getting the work', 'Doing the work' and 'Getting the money'. If you want reliable long-term growth 'Getting the work' needs to be just as systemised as 'Doing the work' and 'Getting the money'. In most businesses this isn't the case which is why companies hire HHB to achieve long-term sustainable growth. To make that happen we systemise your sales processes, regularly coach your sales and customer service staff and test and measure your marketing until you are spending less for every sale it brings in.

When getting the work is systemised you can turn the workflow on, and off as needed. This allows you to stay ahead of your competitors and reduces the risks normally associated with investing in growth - you can go ahead and invest knowing you have control over how much work comes in. Accountants love our tested methods of making growth more consistent, reliable and sustainable.

How are HHB able to help businesses, even those already at the top of their game, to sell measurably more?

The answer to that is quite simple: We do what sports coaches do to help the best athletes get even better - they study what the athlete is already doing right and get them doing more of it. In the example of HHB, your business is the athlete and we work alongside the people in your company who already sell the most. We draw out their strengths (which are often unknown to them) and get other team members doing what they do - then we coach them to make sure they keep doing the things that work.

Plus, we use low cost marketing to tell the selling stories your best people already tell. Marketing always works better when it says to lots of people; what your best people say to one person at a time.

What results have other businesses seen?
  • Reductions in workload, better bottom lines, sales teams that are easier to manage and deliver more consistent results - and the ability to make informed marketing decisions.

  • A New Zealand farm equipment company experienced a year-on-year growth in sales of 25% after we systemised their sales approach, coached their people used testing to uncover the things that now make their marketing work better.

  • A New Zealand engineering company achieved record sales when we systemised their sales approach and coached their reps.

  • An Australian swimming pool manufacturer had us coach salespeople across their 37 dealers and saw sales increase by 12% when their industry was experiencing a downturn. They also experienced significant improvements in all key areas of their marketing - their website is now the most popular swimming pool website in Australia, their social media generates enormousweb traffic and their 'How to Buy a Pool' Guide, generates record enquiry.

  • A small New Zealand company selling broadbandsatellites to farmers with poor internet saw sales go from three units per month, to ninety when we systemised their sales approach, coached their team and improved their marketing.

  • A group of privately owned NZ retail stores saw their sales team achieving a consistent approach and their marketing spend reduce

What do you mean our marketing will be measurable?

Do you get frustrated with marketing measurement charts that talk of 'impressions', 'click-throughs' and other metrics that are almost impossible to relate to your bottom-line results? HHB measure the things that are actually important in business - the number of quality new leads your marketing is generating, how many of those leads your team are converting to a sale and whether the average value of each sale is increasing.

We'll do that measuring with you. Our teams will work together to measure the five areas that are most important to the growth of your business: The number of new leads you are able to talk to, how many of them you convert, the average size of your sales, repeat business and referrals, and your bottom line. Then each month we'll decide together what improvements still need to be made to both your sales approach and your marketing.

How will I find the time?

How serious are you about achieving change? Great results aren't easy to achieve, otherwise everyone would be achieving them. But they are possible with the right approach and effort. The first few months of the change will be the hardest, not because of extra work, but because the tasks and the thinking around your sales and marketing approach will be different. We'll teach your people to stop doing the things that don't work and start doing the things that do. You won't work more, you'll work differently.

Will I have one point of contact at HHB?

Yes, that's imperative to getting the best results from the HHB system - you will have your own HHB Consultant. That person will produce your sales and marketing framework and then carry out the work necessary to achieve your goals - your consultant will systemise your sales approach with your team, coach and support your people regularly and plan, write and coordinate your marketing including social media, digital, web, video, and print. And where appropriate, radio and TV.

Your consultant has been rigorously trained in all HHB systems, is expert at delivering them and is already involved working with other HHB clients.

Your consultant will meet with you weekly to plan the work for that week and report on the last. Then during the rest of the week they will work with your people and on your marketing to complete the projects they plan with you in the weekly meeting

What are the different services I will get from HHB as part of this programme?
  • All training and coaching of your sales team including:

    • Sales mapping
    • Sales systemisation
    • Sales training and coaching
    • CRM setup, training and support in maintaining it
    • Sales management coaching
  • Social media management

  • Online marketing - newsletters and direct mail

  • Google Ads - Search, Display, Remarketing and Shopping campaigns

  • Websites - new builds, overhauls, ongoing maintenance and SEO

  • Videos for website use, social media, online marketing, and sales presentations

  • Editorial and copywriting

  • Direct Mail campaigns

  • Existing brand improvements and overhauls

  • Graphic design and branding

  • Tradeshow and Field Day Stand design, POS, handout material and training for show stand attendants

  • Company profiles, brochures and all other printed collateral

  • Product user guides for your customers

  • Newspaper, radio and TV advertising

  • Billboards and signage

  • Advice and coaching for management in areas relevant to achieving your growth goals (E.G. time management, staff culture, recruitment)

What guarantee is there that HHB will give me the results I want?

We have structured our service so that instead of receiving large bills for different projects, you pay a fixed monthly fee which you can cancel when you want. That guarantees that sales and marketing costs never get out of hand and allows for accurate budgeting and forecasting.

We also guarantee that after the initial two-month period you can cancel our service, for any reason, with 90 days' notice.

All of the above means we are constantly guaranteeing that you will only be employing HHB if you are happy with our service, finding it valuable and feel it is positively supporting you in the attainment of your wider business and personal goals.

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