No, this is not a sequel or some modernized, hip version of the 1949 classic play by the late, great Arthur Miller. A play on words perhaps, but I assure you this will be the only “play” part in what you are about to read and learn. This is in fact, very serious.
Death of a salesman, my version, my play on words (ok, intended to perhaps be a tad theatrical solely to draw your attention), is to wake you all up from your new world economic stupor (or shock) and share with you that there is a sales and marketing revolution going on. Yes that’s right… a Revolution!
Okay, alright, I admit it. The revolution I speak of is only just my personal revolution… at least it’s personal right now. I think however, that will change, reach a tipping point, and then the revolution will be born. At this point in time, all there is, is a revelation to share with you, not a revolution. The revelation: There’s a sales and marketing malaise. A numbness. A staleness. An absence of adaptation and innovation. How do I know this to be true? Answer: because Synergy provides sales and marketing services to its clients predominantly on a results basis. If we don’t produce results, we lose. And we do not like to lose. We are therefore forced to listen, learn and be as innovative and creative as possible to generate results through both sales AND marketing . And, what we have learned and discovered is a paradigm shift; a real shift in the customer conversion process. A shift of control, influence and power away from the sales person and the sales process, and towards marketing and particularly, messaging. However, before I tell you why this shift has occurred, let me share with you the malaise I speak of from the perspective of the sales professional and then that of the marketing professional.
The Sales Person:
“My name is Joe Clohz. I have been a top producer throughout my sales career. However, today it has never been more difficult. I have so many horses at the trough, but for whatever reason, I just can’t seem to make them drink like I used to. I have to work twice as hard to close half the sales I am normally capable of.”
Sound familiar? Of course it does. But little does Mr. Clohz know that the predominating reason why his sales conversion numbers have diminished precipitously is not as a result of anything he has done wrong, or even something he can control or improve upon. It is not even something that the most gifted sales trainer, coach, strategist, or motivator can solve.
Why is that you ask? Because the problem isn’t Joe or really anything he is doing or not doing, the problem is his company’s marketing and in particular, their messaging.
The Marketing Professional:
“My name is Wendy Websight. I am the owner of a marketing firm/agency that designs websites, writes copy, implements and manages other strategic branding, pr, advertising, marketing and social media campaigns, and creates newsletters, press releases, email blasts, free whitepapers, etc. I used to have a thriving firm but now I am fighting for crumbs. Marketing budgets are slashed and so too are my profits.
Again, sound familiar? Well, little does Ms. Websight know that the predominating reason why her reduction in clientele (and their corresponding budgets) exists is really as a result of something she is NOT doing, something she can control and absolutely improve upon. Ironically, this is the complete opposite of Mr. Clohz and his situation.
The Blind Spot
Here is a truth we all need to not only understand, but also understand its implications… the major reason why the power and influence a formerly successful sales person has diminished precipitously of late and the power and influence of the marketing professional has profoundly increased of late is because of… The Internet!
Oooh Aaah. Yes, the internet! Here’s what I mean, but first a little background… Wasn’t there such a thing as the Baby Boomer Generation – a 15 year or so time period (post World War II) of peace and prosperity that resulted in a national population explosion? Wasn’t there also Generation X? Well, do you know what I call today’s generation? Generation ME.
In the age of Facebook, LinkedIn, Twitter and a myriad of other social media platforms, everyone is communicating their world – a great article they read, video they saw, how they are feeling, thinking that day, what they want, wish for, and need to have. Just read a post, any post, even this one, and you will see that everybody has something to say. The thoughts and implications of this, from the readers perspective is:
- I am on information overload – reading all my friends, family and interest related posts, I am connected all the time and therefore have an increasing personal disconnection with many in my life,
- I give you much less of my time; profoundly less,
- I can quickly, effortlessly change my direction and what I want to read and experience next,
- I seek instant gratification,
- I can keep you at a distance and even completely ignore you without confrontation if I so choose,
- I can focus on me and what I like and am trying to accomplish the most,
- I don’t have to call you, or even text you, I can comment on your post and keep things at a comfortable distance,
- I love distance; that is until I am ready to invest my time and call you, call you back, or make our communication more personal.
Well, when we incorporate some of Generation Me’s limited time, focus, attention, and decreased personalization, into today’s sales process and cycle, it goes something like this: I can check you out, your product or service, your company, their reviews, compare and contrast, consider other prices, and I can make a decision when I damn well please. So, what this means is that Everything Online Matters and the messaging in that online presence is almost everything. As the brilliant Seth Godin espouses (one of the marketing geniuses of our generation) “The goal of a marketer ought to be to make it so easy to be a salesperson, you’re merely an inviter. The new marketing is largely about this–creating a scenario where you don’t even need salespeople. (Until you do.)”
In Death Of A Salesman – Act II, I will:
- Provide specific examples and evidence of this paradigm shift,
- Produce proof that most marketing professionals and service providers are not only unaware of this shift, the few that are, are ill-equipped to exercise this new found power and influence,
- Reveal the new SECRET… how to create customer conversion through “Why” based, “All About Them” messaging.
Till then, just think about this… While words are more accessible than ever before in human history, meaningful words that inspire people to feel, think and ACT have never been more vacant from the human EXPERIENCE than ever before in human history.
Synergy Sales & Marketing is a Phoenix Arizona, results based sales and marketing firm who’s corporate culture is to empower, inspire and hand each and every team member their own personal paint brush, palette and canvass. Synergy’s collective experience includes the development and management of some of the largest, most successful sales forces in the U.S. for some of the largest, most successful companies in the U.S. – e.g., American Express, GE, etc. However, even if you are a start-up with a B2B product or service, and have considered outsourcing your sales and marketing, we urge you… stop thinking and start Doing! Contact us today for a free, no obligation scalability analysis. 888-748-4548 email@example.com.