Content marketing is at the heart of any online marketing strategy – but content doesn’t mean just written words on a web page.
Hint, way more than most sales people are willing to commit to.
This is not only a subject that comes up a lot, but there is a range of opinion usually driven by emotion and personal preference than data or what seems to work. What’s worse, is often it really was their own personal preference, that is not what was merited by the sale, but how they personally felt about they liked to be sold to. Problem with that is that most weak sales people are uncomfortable with their role, and feel uncomfortable being sold to. As a result, they would regularly undermine their success and that of their company. Wonder if there is a coloration between the fact that most sales people come up short on touch points and the fact that only about 60% make quota?
Within the normal sales cycle there are so many different areas where a sales person can stumble. For some, simply keeping their pipeline full & getting their ‘foot in the door’ can be a challenge, while for others, their pipeline is always healthy & hopeful but they too often watch great opportunities hit a wall.
Albert Einstein formulated the theory that says that space and time are relative concepts rather than absolute concepts. For example, consider a car speedometer reading at 65 miles per hour. How fast is the car going? This question seems like the beginning of the joke of who is buried in Grant’s tomb and you are expecting a punch line. No joke here, I assure you. As a matter of fact, most would respond 65 miles per hour. This is the correct answer if and only if you are comparing the car to someone who is not moving. However, if you compare that same car to the car driving next to it that is driving 55 miles per hour, your car is only moving at 10 miles per hour.
COI’s are “people who know the people you want to meet”. COI’s don’t buy from you. They are not distributors or resellers.
Example: In my business, which companies have access to people that may need help with their sales organization? Consultants, lawyers, accountants, CEO groups, marketing firms, etc…
I remember speaking to a senior person at a company that sold auto dialers, he was proud of the fact that using his product clients can achieve in two hours what normally would take 6 to 7 hours. Usually this translates in to increased conversations as a result of more dials. The increased opportunities grow proportionally, if before they were securing one opportunity per every five conversations, which came from 50 dials, doubling the dials to 100 leads to ten conversations, delivering two opportunities. A geometric benefit of automating the dialing. Many will take this increase and say they have improved, but it’s just math, not an improvement of execution. The same people who preach the gospel of “quality over quantity” when discussing whether sales is numbers game or not, seem to accept “quantity over quality” when it comes to outbound prospecting.
A massive clap of lightning awoke me from a dead sleep at 3 am. It was pouring outside. I responded as I always do in a storm—rushing downstairs to unplug my computers, hoping they weren’t already fried.