I was out to lunch last week with the CEO of a Marketing Agency and he gave a view of the world of sales and marketing like this.
“Companies are hiring SDRs, then the SDRs are not able to get through to anybody and so companies are then starved of the leads and meetings they need”.
Now, most people are treating the symptom and not the cause.
The symptom is treated by throwing cold calling training at the SDRs. More training that allows the SDRs to be ignored faster. Sales tech is then thrown at the SDRs, sales tech that just enables you to undertake the old ways that don’t work faster. Send more emails that are ignored and make more cold calls that are ignored. Faster times to zero is still zero!
The cause is that the world has changed, buyers have freedoms.
They have freedom of interruptions, the freedom to block people from broadcasting and freedom manipulative salespeople.
All forms of interruption marketing, advertising, email or cold calling can now be blocked through technology or via legislation.
The issue with the SDRs is that that the sales and marketing rules of the past no longer work.
You need to shift your practices to modern selling.
Your clients are on social media, you need to go where your clients are.
Buyers are looking for experts, relationships, they are looking for people in their networks who can help them. To do this they are making judgements about what people look like on social. If you are boring, corporate, manipulative, yet another sales person.
Which is why you need a personal brand and a strong network. Most people’s network are x-colleagues and recruiters. You need to build a strong network of customers and prospects.
We also know that buyers use content to make decisions. If I tell you we have the best glasses in the world, the first thing you do is go online and validate that.
Your salespeople need to look good on social, they all must have excellent personal brands. They must have strong networks, they must be connected to their prospects and customers. They must be creating and sharing content. They need to be visible on social where their clients are. They must be part of and creating the the conversation.
Buyers now have the freedom to bypass and block your existing sales and marketing, it’s 2020 after all and time to do something about it!
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