A few weeks ago, we received an email from a person who wrote to me to share the information he gave to salespeople. He had found that several folks in the sales improvement business were conducting webinars, asking the participants to engage with them after the presentation. He suggested that when the approach worked for what he called “sales gurus,” a term no one would embrace, salespeople should follow suit.
He enticed earnings advancement folks of being guilty of a “Do As I say, not as I do,” suggesting salespeople begin doing webinars, pitching their goods in the end, a bad idea for a plethora of factors. The person who wrote the note confused earnings with articles marketing and lead generation. He was also confused about what sales improvement professionals do if they sell, somehow believing that it takes only a marketing campaign rather than the implementation of a sales process.
There are a lot of items which are wrongly described as sales, including content marketing.
Marketing Isn’t Sales
Marketing is not sales and is lead generation. Brand building is not selling either. When these things might be important and might contribute to sales, they are not sales. Large parts of the confusion around sales and marketing are the result of the technologies, particularly the new mediums that emerged as a consequence of the internet.
There is a reason you no longer hear anyone utter the words “social selling.” All of those who called themselves such have ceased this practice. The term social selling has been a set of practices that were mostly brand construction and the promotion of oneself to make it much easier to engage with prospects. The simple fact that an individual obtained attention did not indicate they still didn’t need to market, a procedure that required them to use a station besides Twitter.
Marketing, lead generation, and brand building are adjoining to earnings. It is likely to become excellent at marketing and brand building while being a bad salesperson.
Email Isn’t Sales
Email is one of many tools salespeople use to engage with their prospects and clients. Some people have deep expertise in crafting emails, and because it is so widely used, there’s every reason to improve your emails. While email is a valuable part of an online strategy, it is not selling.
However, some believe that all prospecting can be performed using automated email strings, utilizing tech’s brute force strategy to obtain meetings. One man’s fully-automated email arrangement is thousands or hundreds of people’s spam, and a reason to liberally hammer on the delete key as they process their email address.
Some salespeople expect too much of this medium. They believe they ought to kowtow their prospective customer’s inclination to run the conversation as pen-pals and prevent having to talk to a salesperson that may straight pitch them, only to have the salesperson straight pitch them an email. Later, the salesperson suggests the prospect “went dark,” even though they never really participated.
Why one believes that a person is going to make a significant change and invest equally significant money without being willing to commit to a meeting to speak about what they need is a puzzle.
Technology Isn’t Sales
There are lots of useful technological tools you can use to create efficiency in sales. I hope you have a “sales stack” that comprises a CRM and Engagement Platform, and maybe a source that lets you find your prospective client’s contact information. Some people today care deeply about applying these tools, all of which are significant and necessary, while not being sales.
If one desired to improve their efficiency in earnings, technology could be a fantastic place to start. You may not want to keep a cardboard box of cards as the key container of all of your contacts and information, particularly when you have to track the important connections you have with these customers. You may also find it beneficial to handle your chances and your pipeline at something better than an Excel spreadsheet.
While technology is important, it is not sales, nor is it selling.
Fantastic marketing may be enough to have people buy from you, but if you are a salesperson, you can be sure the leadership of your company does not feel this is accurate. The prevalence of technology and the size of sales stacks has appeared to be inversely proportional to the attainment of quota, perhaps caused by believing that matters connected to B2B sales can improve sales.
An individual might suspect that the technological marketing tools and sales tools combined have induced many to comprehend a contemporary sales strategy as transactional at the time that buyers require a more strategic approach, one centered on value creation, the need to understand and make sense of the world, in addition to understanding the circumstance that would permit them to make the right decision.
Improving sales means improving the ability to create value for the customer during the sales conversation. Improving your ability to create opportunities and catch them for and with your prospective clients means enhancing as a salesperson, something that can’t be accomplished through marketing or by outsourcing the role to technology and tools.
The greatest market advantage you could create to control your category would be to have enhanced your sales effectiveness, eliminating any belief that improving the things adjoining can compensate for an inadequate sales strategy, poorly executed.