American Marketing Association - Austin Chapter: Connect. Share. Lead.
A friend of mine who works at an enterprise software company told me he doesn’t have to make a single cold-call or spend time following-up on stagnant deals. His marketing department sends nurturing emails in his name. The customer receives a value-packed email from their sales rep every week.
I’m seeing companies failing to position themselves as thought leaders on the issues that matter most to their potential clients. This is a huge missed opportunity — an opportunity to win big in today’s contested markets. And one more thing: the investment necessary to do so is minor relative to the possible payoffs.
Large account sales people need to take off their “pitching” hat and put on their “marketing” had. Instead of ABC: Always Be Closing, they need to AAV: Always Add Value. Read on for the rest…
Brad Massey reviewed the typical “Buyer-Seller Dance” and why cold calls don’t work very well before proposing that being more human and authentic can work better (just as it does in social media).
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