Marketing, Meet Sales

Is it time for an introduction?

They’re often uttered in the same breath. Growing revenue and increasing profits are their common goals.

Yet, often, Marketing and Sales are strangers.

You’ve likely seen it before. Like clumsy, uncoordinated dancers, Marketing goes left and dips while Sales slides right and spins. Marketing communicates one thing. The Sales team pitches and delivers something else. 

The Marketing and Sales disconnect can be painfully obvious. The tagline might read something like this, “Taking Customer Service to Another Level.” But, the actual customer experiences (sales interactions - services, products, etc.) are unremarkable - essentially indistinguishable from those of every other company in the same business.

We likely agree that the Sales and Marketing dance is not easy. Nor is it quickly refined to perfection.

That said - it is a beautiful thing when we see “the Dance” done well.

You may know Enterprise Rent-A-Car from their advertising slogan, “We’ll pick you up!” or from personal experience as a customer.

I first used Enterprise after a car breakdown and tow to a repair shop. With a full schedule of afternoon sales appointments, I needed a car fast. At the shop manager’s suggestion, I called Enterprise. 10 minutes later an enthusiastic recent college graduate picked me up and we were in route to their local office. “Steve” was well-trained and eager - the picture of hustle.

That day and with subsequent research I’ve learned a few things…

Enterprise has nearly 5,000 U.S. “neighborhood” offices (they boast that they are only 15 minutes drive from 90% of the U.S. population). They hire recent college grads in bunches (8,000 in 2008). Founded in 1957, by 1992 they hit $1 Billion in annual sales. By 2008 they reached $9 Billion. Even after factoring out several acquisitions, their growth is stunning.

The Enterprise website describes their early days and the introduction of the free ride service:

“…the basement of a St. Louis car dealership. Our first customers…shaped the business model that we use today. They told us they wanted to rent cars where they live and work.”

“In 1974 a branch manager in Orlando “…started a new program that provides customers with a free ride to the rental office. The service leads to Enterprise's…‘We'll Pick You Up’ tradition.”

Steve described how Enterprise team members use off-peak time to make sales calls and visit local car dealers, service stations, companies, etc. There is lively competition between the local Enterprise offices. And it’s regular practice for Enterprisers to hustle for incentives and bonuses. Sales and profit measures and customer service survey scores determine the winners.

Steve handled the paperwork and walked me to my car. Driving away I marveled at the experience. It was 180 degrees different and vastly superior to a recent time I rented a car from an Enterprise competitor, the fill-in the blank rental car company.

That Enterprise competitor, like the majority of car rental companies, focuses its’ resources on the airport market. Their employees pale in comparison with the enthusiasm and motivation of the Enterprisers. And, they didn’t pick me up…

Enterprise has what I like to call “Dog on Bone - Sales Attitude” They know their advantages. They use them, relentlessly, every day.  Everyone has skin in the game – everyone sells.

How does Enterprise Rent-A-Car Marketing partner with Sales?

They listen to the people on the ground – customers and frontline employees. They look for breakthroughs. They execute well. They go for differentiation and keep it simple – “We’ll pick you up!”

In reading this you may be thinking, “Great story…what now?” 

Perhaps a quick assessment is in order…

• Is it time for an introduction?
• Doing the simple “Box step,” but looking to add a spin and a dip?
• Sure footed and confident…ready to Dance with the Stars?