So here’s the thing….the Internet is abuzz with the idea that traditional sales, telesales and telemarketing is ‘dead’. Guru’s pontificate about the rise of Social Media, ‘pull’ marketing techniques and a need to move away from supposed intrusive methods.
Seth Godin – an inspirational thinker and new media marketer began the movement and a host of hangers on have ‘hung on’ to his coat tails and rehashed many of his ideas.
Strangely enough, some of the most vociferous opponents of traditional sales methods are pushing selling their own, alternative approach – fancy that…!!
There is no doubt that push sales, marketing and advertising can be dumb, intrusive, tedious and not focused at anyone in particular. But this applies most particularly to the media in the US, the place where push sales is most well established.
The American culture can be summed up by attempting to watch a TV programme and fighting through the ads, paid for infomercials and endless product placement and this is why the new methods are a refreshing change.
However, the most passionate and informed advocates of the new approach admit that ‘push’ sales has its place as part of the mix. Yep, read Seth Godin – the maestro does not condemn push sales – he just wants people to raise the bar and avoid lazy, endless and unfocussed ‘shouting’.
Here in the UK, whilst the unfocussed, ill disciplined telesales call may be wearing thin for sophisticated buyers, many admit that the method is one of the few techniques which, when executed well, timed right and focused on the needs of the recipient, can make a person sit up and take notice!
So let’s not decry the process of sales and telesales and ‘throw the baby out with the bath water’, let’s just raise the bar and insist that we recognise, legitimise and professionalise our sales people to become ever more effective.
Our resilience programmes can help here, creating the steps required to ensure people are saying the right things at the right time to the right people against a standard which measures the best against the best. Read our short intro to resilience, dowloaded free at:
Even if something like this is not appropriate, simply ensure that whoever runs the sales process knows as much about marketing as sales and your campaigns will outshine the merely ordinary.