The Center for Sales Strategy Blog

Recently I was having a discussion with my colleagues about how Dynamic Website Personalization (DWP) is changing inbound marketing and how it's going to change the way that websites are designed and leads are captured and nurtured.   This conversation was prompted by a great article from the folks at Entrepreneur.com
about how websites are being designed with the user experience taken into consideration to create a more personalized experience based upon customer life cycle, industry or other criteria that is deemed important. 

This is going to sound way over-simplified, but that’s okay. The way to avoid a sales wreck is the same way you avoid a crash on the highway: Avoid distractions, pay attention to the highway signs, and follow the rules. In sales, you and the client establish the rules early and often (this is called contracting and partnering). But you also have to avoid distracted selling, and pay attention to the signs your prospect or client is giving you. Even when you’re supposed to be the one who’s presenting.

You would never get almost all the way to your destination, and decide it would be okay to stop steering your car. You can’t just focus on the instruments of your dashboard and hope to arrive alive; you have to keep your eyes on the road, and even drive for the other guy, at times, to make sure you get where you want to go. 

Take off your seller hat just for a minute and put on your buyer (consumer) hat. You walk into a Verizon store to check out all the new tablets available. The salesperson calls your number (because you had to wait your turn). Instead of asking you about how you plan to use the tablet and showing you some of the options available on the two contrasting tablets they think are most suitable to your needs, they take a different approach. They ask you how much you make, how you currently spend your money and start to brainstorm things you might consider doing without so you can afford the tablet. That would be an odd approach don't you think?

If you are familiar with The Center for Sales Strategy, then you know that our reason for being is “Turning Talent into Performance.” It’s at the core of everything we do. 

Showing up to work with that clear purpose every day, it didn’t take long for me to realize that the only way you can effectively turn talent into performance is if the talented people you are working with are also engaged in the process.  Otherwise, it’s a losing battle.

Over the past couple of months, I have read numerous blogs and articles regarding the increased focus from marketers on proving ROI in 2014. The stories have ranged from specific advertising platforms to overall marketing efforts.  The demand to prove a positive return on investment is high and difficult. Part of the challenge is that while marketers are looking at individual metrics for each platform they are utilizing, the consumer is typically being influenced and engaging with multiple platforms in their path-to-purchase. 

So how do you help to prove ROI in a world where consumers are more connected than ever? 

Our recently published report The Biggest Challenges of Media Salespeople and Sales Managers turned up a finding that surprised nobody around here!

When media sales managers were offered a list of 14 challenges that might give them sleepless nights… 14 problems that, if even partially solved, would generate a big payoff, they voted more often for Finding great salespeople than for any other item on the list. Indeed, this #1 finisher scored more than half again as many votes as the #2 finisher.  

Good salespeople ask a lot of questions, but the most effective salespeople ask their questions and get out of the way. I was reminded of this in a recent post shared on LinkedIn Pulse. The article was comparing two interviews with the same newsmaker (billionaire Elon Musk championing the colonization of Mars) and demonstrated how one interview was clearly more insightful than the other. The key difference was how they asked the questions. 

January creates challenges and opportunities all rolled into one. It's challenging to leave the holiday break in the rearview mirror and get back to business. It wouldn’t be so tough if you just wanted to get back into your normal routine. But you know that just getting back to your routine isn’t enough. You have new ideas that you believe will lead to stronger sales performance, and January is the time to put those plans in motion.      

I came across an interesting quote the other day:  “Instead of trying to explain how valuable you are, demonstrate how you add value.” That sounds like a simple nuance, but it is at the heart of what we teach at The Center for Sales Strategy: Instead of preaching about why to buy your product or service, you should focus on how a prospect should use—and extract maximum value—from it. 

So what is value?  Who decides what is valuable?  And what determines how valuable a valuable thing is?  If you answered, “The Customer,” I like you:  Your heart is in the right place. 

But you’re wrong.