In the old days, before the internet, things were simple. Our prospects couldn’t get access to information without a salesperson. In fact, when I cold called, people, while be annoyed at being interrupted, often wanted to talk as they were thirsty for knowledge.
The saying “smile as you dial” worked, a cheeky attitude and not taking yourself too seriously worked well.
But these were the days, where the only way to get information on a company was to call them up and ask for a brochure. If you were lucky, it arrived in the post 3 days later. Of course, the other way to get information was to read advertisements in the press.
But things have changed. We all have access to the world wide web. Regardless if we are the buyer or seller roles, we can look up websites on our mobile phones and get instant access to the latest information. Even in the B2B world, you want a new Accountancy system, you can look on-line, you can read articles, read reviews, watch demos on youtube videos, even the pricing is published on-line.
With all this information around us, to be honest we get sick of people bombarding us with more. Gray Vee calls it the attention economy, we are fighting for people’s attention. And, to be honest, I’m just to busy to be interrupted by yet another sales guy pitching the same products using the same templates.
I had a sales person pitch to me this week about his unique social selling tool, I pointed out I had a similar tool like this pitched to me every week. He didn’t believe me, so I showed him all the messages.
Now here’s a thing, it doesn’t matter what the medium is cold outreach and pitching people no longer works. It’s no longer a matter that it pisses me off, it does, I’m just so up to here with noise, information and other people pitching me, you pitch and product is yet morse noise.
Your cold call is yet more noise and I’m going to block you.
Your unsolicited email, is yet more noise, and I’m going to block you or report you through GDPR.
Your in mail on Linkedin (which is just a cold call on social network) is just more noise.
So why do you think sending me an unsolicited video is any different?
Yeah, but Tim, Video is the new, new, everybody is into it, look at these stats. Sorry did you say something? I’m really not listening. This is just more noise and yet more people I will need to filter out so I can get on with me work.
But, of course, all is not lost, there is a better way, there is already a proven ROI, your competitors are probably already doing it. Just put all of those legacy ways and tools away and walk away.
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