Great Article from Tim Williams!! If you’re the leader of a professional services firm and you’re cracking the whip to get your business development person to make more cold calls, 2014 is the year you should stop cracking. Outbound sales activities like cold calling have always produced only modest results, and today’s avoidance-enabling technology only makes it easier for prospects to hide from your phone calls and ignore your e-mails. Traditional new business prospecting methods are becoming less and less effective.
A better alternative Management genius Peter Drucker preached, “The aim of marketing is to make selling superfluous.” In other words, the goal of marketing is to make a product, service, or company so relevant and compelling that it literally sells itself. If you think this is hyperbole, consider captivating products like the iPhone. Can you imagine ever seeing an iPhone salesman? Instead, zealous customers are lined up in front of Apple stores for hours. If your firm would spend more time and energy developing and marketing a relevant, differentiated “product,” you could spend a lot less time and energy trying to sell it. CLICK ON THE LINK TO READ MORE! http://www.linkedin.com/today/post/article/20131210130714-2042198-big-idea-2014-stop-selling-and-start-marketing?trk=cha-feed-art-title-5813860289242095616
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Tina Terrezza Archives
October 2020
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