Right now, few are taking advantage of a business opportunity that is looming over all of us—you and your business. In the midst of this recession, there may not be a better opportunity to grab a higher return on investment. Where? In your marketing and advertising budget. Advertising and marketing are traditionally the first expenses to be slashed in an economic downturn. The accountants see it as overhead and General Accepted Accounting Practices (GAAP) agree. No amortization of this expense.

Consider the facts: repeatedly and consistently, studies have shown, firms who maintain or increase their marketing and advertising budgets during recessions not only come out of the recession stronger than before, but shift the competitive landscape in their favor. This increase in business proves to be a permanent step rather than just a bump. Meanwhile, these firms’ timid competitors lose market share and are forced to change their differentiating proposition based upon the new standards set by their assertive competitors.

Meldrum & Fewsmith’s former Senior VP, J. Welsey Rosberg observed “ I have yet to see any study that proves timidity is the route to success. Studies consistently have proven that companies that have the intelligence and guts to maintain or increase their overall marketing and advertising efforts in times of business downturns will get the edge on their timid competitors.”

Maintaining or expanding your marketing and advertising budget to build visibility, credibility, and profitability gives your organization a distinct advantage in a time when the marketplace is not saturated by the competition. The subliminal message that your enterprise is strong will allow you to leverage today’s efforts, taking a position of greater leadership within your market.

Marketing and sales are two, often independent, functions of the organization that have the most control over the communication of an organization’s brand. Marketing, usually the keeper of the brand, has precise and organized communications. While sales, a key communicator of the brand, often takes a less calculated approach that depends on the materials provided by marketing as well as personality of the individual doing the selling.

Every day, your sales force is communicating with potential customers. Are they correctly representing your brand—your promise to your marketplace—that has been painstakingly developed by marketing?

Your sales force is often the first impression of your brand as well as the brand’s personal link to your potential customers—an audience of qualified and interested parties. Your potential customer has a better chance of remembering their interaction with your sales person than the piece of marketing collateral left behind. Take control by ensuring your sales force is your brand’s ambassador. Your efforts will be rewarded as your sales funnel narrows.

How valuable would it be to you to narrow your sales funnel? A narrowed sales funnel leads to:

• A more productive sales force
• Lower cost per sale
• A shorter sales cycle

For example, in your existing sales funnel, it may take your sales force 100 phone calls to book 25 appointments, 25 appointments to generate 5 proposals, and 5 proposals to reach 1 sale. Strengthening your message and aligning your sales strategy with your branding strategy can close the gaps, making your sales funnel more efficient. The resultant funnel may now be 50 phone calls to book 25 appointments, 25 appointments to generate 15 proposals, and 15 proposals to make 6 sales. Providing more sales for less cost, and dramatically improving the productivity of your sales team.

Use your sales force as a resource when developing brand strategy. They are out in the trenches every day. Communicating with existing and potential customers. Hearing their likes, dislikes, and wishes about the product or service you offer. Branding strategy is not to be developed in a vacuum—rely on the knowledge and expertise of the people on the front line as well as the your marketing team to ensure your branding strategy aligns with the needs of your audience.

What you communicate to your audience and how it is communicated—brand strategy and sales strategy—are two of the most important functions in your organization. They articulate who your are and what you have to offer as well as the manner in which you reach out to your marketplace, your customers, and your potential customers. Work together to establish goals, develop messaging, and create compelling communications that effectively reach your audience while communicating your branding strategy.

As the economy begins to regain steam, it is a great time to reevaluate your approach to sales and branding strategy. Is your sales funnel efficient? Is your sales team effectively identifying and communicating with potential and existing clients? Is your promise to your marketplace aligned at all points of communication—visual, written, and verbal? Take the time and work together, articulate your promise, identify and appeal to the needs of you potential customers, and accurately communicate your brand at all points of contact. Make it easy for your potential customers to make a commitment to you.