Catering the Sales Journey to Your Consumers

Written by Alexis Caporusso

Alexis studies marketing at the University of Florida and works as a Sales Development Representative at The Selling Factory. Upon graduation, she hopes to leverage her determination for learning and developing relationships to pursue a career in market research. She is one who loves weird fun facts and the color yellow. If she’s around, you’ll either hear Maverick City or a podcast playing.

Over the past 2 years, we have lived in an unprecedented and rapidly-changing environment, where we did not know what to expect from day to day.  This chaos created places where normal habits were disrupted and new habits and adaptations had to be made each and every day.  

We still are living in a reality like this. Research from McKinsey shows that  75% of consumers have tried a new store or way of shopping. Consumers are stubborn, change like this happens rarely, but you can use this as an opportunity to change your consumer’s habits. The more you know about your user the more accurately you can create targeted campaigns and use the data to change your marketing tactics to grab their attention. This is how you see a sales team work with a marketing team to create the most effective value proposition and sales journey. Full of boring jargon? Let me break it down with a real life scenario:

If you are an insurance company and you have an agents that are struggling to get clients on the books, it is because the market has changed since they started. In order to get them new clients, they have to change the sales process they currently use and adapt to the changing habits of consumers. They should look into what one of his clients is doing that’s working in a particular niche that they haven’t focused on yet.

As the consumer behavior and buying environment continues to change, capitalize on the change through evolution.  For consumers to find value in your product, you must identify the need your product solves, along with enlightening consumers that they have this need.  In my experience, many consumers don’t know they have the need your product fills, and this is where your value proposition is vital.  

Without a well phrased value proposition, consumers are not engaged as they assume your product will not help them.  This value proposition is the start of your consumer’s buying process, if you cannot hook them here they will never engage with your product.  Personally, this is the easiest place to lose prospects, as they can easily write you off and say no as they have no commitment. 

A powerful value proposition helps your customers truly understand the benefit of your company’s products and services. It also helps your ideal customers to see how your services will help resolve their challenges and why your product is their best available option.

Align your sales and marketing teams and your customers will experience a streamlined process from your value proposition to sale.  This smooth process improves the customer experience, and also allows customers to understand your brand’s personality and values.  

Over 41% of businesses don’t use consumer engagement data to develop their marketing strategy.  This is where your team can hone in on the data, catering your buying process to your ideal customer. These teams must focus on using consumer engagement data to cater your buying process. 

Take advantage of this changing environment, cater your sales journey to your consumers, while combining your sales and marketing teams.  Yes it may be a lot, but the end result will pay off.  Your consumers enjoy a journey when buying your product, so make it an enjoyable one. 

Victoria Zamitalo

Campaign Manager

Victoria received a BA in History and Economics from the University of Florida in May 2023. She is a driven sales professional with over 5 years combined experience in customer service, consumer relations and outbound sales, and is deeply passionate about fostering close relationships between consumers and sellers. She aims to train the next generation of sales professionals in not only the tricks of the trade, but also interpersonal skills that make sales the exciting and ever-changing industry that it is.

Mia Semel

Campaign Manager

Before graduating with a B.A. in Sustainability Studies, Mia took on multiple roles while interning at The Selling Factory, including sales development, recruiting, and leading campaigns. She is an active listener and effective communicator, specializing in fostering genuine connections and finding common ground among differing perspectives. She aims to find practical, creative solutions regarding sustainable development, biodiversity and the climate crisis.

Kira Grieve

Senior Campaign Manager

Kira graduated from the University of Florida and received her Master of Science in Entrepreneurship. She is passionate about helping businesses grow and connecting with new people. Some of her hobbies include traveling and hiking. She hopes to visit all of the National Parks one day!

Jared Glosser

Vice President

After graduating from UF in 2014 with a B.A. in history, Jared started his professional career Fundraising for a non-partisan political lobby in South Florida. In 2016, Jared moved back to Gainesville to work for a non-profit, recruit students for international travel opportunities, and pursue his MBA at UF. Jared has been with The Selling Factory since 2019 focusing on operations, client onboarding, and client success.

Ian Massenburg

Chief Operating Officer

A graduate of University of Florida (B.A. 2001), Ian Massenburg brings over 18 years of sales executive and sales management experience to The Selling Factory. Before coming on-board, Ian worked alongside Brad at Infinite Energy, and then spent his next 3 years as VP of Partnerships selling SaaS products B2B. Ian brings his vast knowledge and experience to the team and to our partner companies served.

Damien Paulk

Campaign Manager

Damien is a University of Florida graduate that recently joined the team full time after working as a Sales Development Intern for one year. As a Campaign Manager, Damien looks forward to contributing to the growth and success of The Selling Factory. When Damien is not at work he enjoys exploring Gainesville with his girlfriend and dog or watching the Gators dominate college football.

Brendan Viehman

Campaign Manager

Brendan graduated from Liberty University with a Bachelor of Science in Business Administration and Project Management. For the past 5 years, he has enjoyed working with blockchain technology and cryptocurrency development. In his free time, he surfs and makes personal finance videos for his YouTube channel.

Savannah Howard

Campaign Manager

A graduate from the University of Florida’s College of Journalism and Communications, Savannah obtained her Bachelor of Science in public relations with a concentration in French. After almost two years as a sales development intern for The Selling Factory, she joined the leadership team in 2021 taking on the role of Campaign Manager. In her free time, Savannah enjoys going to concerts and festivals and cooking for her friends and family.

Zack Kampf

Campaign Manager

Zack is a creative technologist with experience in advertising, event planning, and game design. He started as an SDR in 2018 and has been with TSF ever since. Upon graduating UF in 2019 he became a campaign manager and is currently seeking a master's degree from NYU. In his spare time, you can find him at the intersection of Art & Technology!

Josiah Blakemore

Growth Manager

Josiah has over 10 years of sales experience, worked with Brad and Ian at Infinite Energy, and also spent time selling SaaS as Director of Partnerships at SharpSpring. He’s always been very competitive and has a love for sports and games. He enjoys solving problems and coaching team members to do the same!

Sue-Ming Frauenhofer

Marketing Manager

Sue-Ming received both her B.S. in Psychology and M.S. in Management from The University of Florida. As a student, she took on multiple roles while interning at The Selling Factory, including sales development, marketing, and recruiting, eventually leading to her current role as Marketing Manager. She enjoys refining her taste in music and visual art, engaging in mindfulness and meditative practices, and frolicking outside with her sidekick pup.

Adam Grossman

Chief Development Officer

Adam is an ordained rabbi, who has founded multiple ventures focused on workforce development. Hired as CEO by a failing non-profit, in over 5 years, his ingenuity saved the organization, which led to recognize it as one of North America’s most innovative Jewish non-profits. His expertise to identify, cultivate, and on-board talent ensures our student teams meet our partners’ needs.

Brad Gamble

Chief Executive Officer

After graduating from UF in 1999 with a B.S.B.A, Brad Gamble has dedicated himself to sales management, branding, coaching, and building companies. He served as the VP of Sales & Marketing for Infinite Energy until 2014, when he founded The Selling Factory. He has dedicated himself to teaching critical skills to tomorrow’s leaders, and helping companies achieve sales success and revenue growth.