For the last several years, I have spoken and often written about my belief that an overhaul in organizational processes and mindset is long overdue in today’s businesses. Experienced industry leaders and researchers agree. The mountain of evidence is clear – buyers want and expect more from the buying process, whether that is B2B or B2C. They want a seamless, positive experience no matter whom they interact with at your company. That experience, as I’ve written about before, starts with the very first touchpoint, often with a salesperson’s phone call or email, and that’s when things go right, or they go wrong.
Issues affecting sales and marketing effectiveness and financial performance challenges are not solved with the latest social selling (or any sales) training. It will not be solved with the purchase of another piece of technology to force fit into an already burgeoning sales stack. Pipeline and revenue problems are caused by internal systemic issues on a broader scale related to people, process, systems, and accountability.
In the area of sales messaging, whether you deliver that message through phone calls or emails, a transformation is needed in a big way. Time and again, I see sales and marketing teams focusing on something low level that may temporarily relieve some of their sales performance pain points, but makes no real positive gains over time. That includes one-off training to improve prospecting and lead generation efforts. Maybe it is a class on how to improve how your salespeople “pitch.” Alternatively, perhaps it is hiring a trainer to teach you the latest email hacks designed to improve those email open rates. Guess what. Those things are not working! You might write the best email subject line ever that gets the email opened, and, if in the body of the email, you fall back to the vendor centric pitch, does it even matter that your email was opened? You will still be ignored.
Message matters. What does yours say about you?
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