Most of you find our posts through LinkedIn or Twitter, and over 400 of you have subscribed to our blog and receive them in your inbox. Either way, I’m flattered and overwhelmed by how many people read my ideas each week.
Because of this, I think I owe you an explanation of what I believe about sales and marketing. The concepts I share each week are tactical and narrow, with the goal of providing ideas that our readers can apply that day. An unfortunate outcome of my practical approach is a possible lack of understanding of my philosophy and beliefs – sort of a “forest through the trees” example. So, I’ve decided to share my beliefs as my first post of the year. I started this practice last year, and hope to make this an annual tradition … as my beliefs will change (and should change).
So, here it goes. My beliefs about sales and marketing, specifically in the security and IT industries…
- The core element of great sales people is an understanding of their customers’ problems. It’s not your solution or your relationship – although both are very important. If you know and can spot your customers’ problems before they do, you’ll be needed. If not, you’ll just be part of the sales process … maybe.
- There is no longer a need for the traditional sales person. The Internet has filled that need. If you’re operating in the same way you did in 2006, then you’re missing a large opportunity.
- In five to ten years from now, you won’t be operating in the same way you did in 2006. You’ll either change or have to find something else to do.
- There is a strong need for the post-internet sales person, and an enormous opportunity for those that embrace it.
- Sales people have to be competent today.
- It’s just as important to understand your customers’ business and their problems as it is to understand your product or service.
- Most manufacturing companies don’t get it. They push their RSMs and reps to do things that don’t matter to their channel partners. Unless your business card says Lenel, Genetec, Avigilon, or one of the other half dozen or so companies with significant end-user demand, you’re going to continue to lose until you answer the needs of your channel partners.
- When hiring sales people, skill and talent are more important than experience and relationships. However, you must spend time teaching them your business.
- Sales managers have turned into Excel masters. Get out in the field with your team. Make them better, and you’ll have enough income to hire an assistant to do the reports for you.
- You’re not going to lose business to a 19-year-old Snap Chat addict, but you’re not going to win new business by doing it the same way you’ve always done it. There is a huge gap between these extremes.
I could go on, but want to limit this post to ten beliefs each year. I hope you see the opportunity that I see for a competent sales professional who is willing to embrace a new way of selling - a more transparent, educational, and less manipulative way than what the 1900s demanded. I hope you see that 2018 offers great upside to those willing to do their homework, find problems before providing solutions, and proactively serve their customers in a meaningful way… not just checking in every month, or taking your points of contacts to ballgames.
Happy New Year everyone.
