Frewin Design Consultancy


Why Good Communication Design is Integral to Sales


14 key areas (12 if you don’t manufacture or distribute), for a company to be successful are:


01) The Product(s) and/or Service(s)


02) Manufacturing


03) Distribution


04) Current Sales and Profit


05) Sales and Marketing Process


06) Market Proposition


07) Management Quality


08) Staff Commitment


09) Client Relationships


10) Quality of Sales Income


11) Cash Management


12) Product Design, Patents or Intellectual Property


13) Client Loyalty


14) Innovation


Of the 14 key areas in maximizing a company’s ability to sustain and grow itself, the ability to predict, reasonably accurately, and consistently, the amount and value of future sales is crucial to the health and well being of any company (and yours, if you’re responsible for delivering the results).


Why Sales & Marketing is so Important

So given that areas 1 - 4 are right, or nearly right, then it is down to the Sales and Marketing Process to deliver future results.


That’s pretty important, and why successful companies place such importance on marketing. It is, after all, what builds the sales pipeline to deliver the forecasted future sales.


If you’ve ever had to deliver a profitability forecast you’ll know how easy it is to massage the numbers on a spread sheet to work, and how difficult it is to deliver on those numbers. That makes the decision about ‘what the company says’, ‘who it says it to’, ‘when it says it’, and ‘how it says it’ of crucial importance, and that’s where good communication design can make the fundamental difference.


The Difference Good Communication Design Makes

Good graphic or advertising design might be about how something looks, good communication design is about far more. And it’s about starting work backwards in the communication process – with the end point: What response does the company reasonable expect to generate? Then it becomes possible to generate the elements of the equation –


1) What message is most likely to generate that response?


2) Who is most likely to give that response to that message?


3) Are there enough of them to make the process worthwhile?


4) How should it be told to create the highest possible response from that audience?


5) When should it be told?


6) How often it should be told to ensure the desired number of responses, while keeping the cost per lead within budget?


7) What are the most cost effective medium(s) that ensure the greatest reach?


8) What is the best response mechanism for each medium used?


9) What happens next when X%, Y% or Z% response is/is not generated?


10) Is it possible to track responses to validate the best message(s), told in the best way(s), to the best audience, at the best time(s), over the best medium(s)?


Yes it takes time, insightfulness, experience and skill and that costs money, but not as much as getting it wrong in the first place. It’s also a process, and a process is open to measure and refinement to qualify or improve it. It’s a checklist to tick off before the expense of running a campaign (even the most experienced pilots use one before they take-off). And it adds a certain logic to the often-illogical creative process. That’s something that the Board of Directors find far easier to understand and to pass a budget on.


Most importantly it can define the risk factor, the odds on the likelihood of success of a desired response. It’s as close as we get to a glimpse of the future.



For a business, Marketing is the research, construction and execution of an ongoing plan with the goal of making potential customers fall in love with it and everything it has to offer. Good Communication Design creates the alluring image that its customers fall in love with -- and does its best to keep the romance alive. Sales is the process of turning that love into earnings.

Posted by Max Nomad