I've been a student of marketing now for decades. I teach it, I practice it, I study it, and I always seem to be running fast just to keep up...which is exactly why marketing is so exciting today. So that I never overthink the subject, the profession or its complexities, I always come back to the simplicity of Regis McKenna's iconic February, 1991 HBR article, "Marketing is Everything", which still rings true today...maybe even more so today...as I re-read this morning just one paragraph from the article.
Rarely, as in never, do I get into a discussion in this blog about politics, and to a large degree this post is not about politics, it's just about the science, the data and the sources of the truth behind the pandemic and its impact.
What each of us should be doing at this time is to identify our own "single sources of truth" regarding the disease, the impact that it's making on our physical and mental health, and the devastating effect on our businesses and our jobs.
The only way we can fight back is with discipline in what we do, how we act, and how we sell and market our products
Six months into this, we clearly know the facts...
I happened to be talking to a friend of mine, Paul Kelly, President of Berkshire Bank, yesterday about...what else...Sales, of course, and he provided a very interesting perspective to approaching his sales process during these times of unknowns. Notice I just used the phrase "times of unknowns" since "chaotic" is too depressing and "new normal/abnormal" has become too much of a trite label, All we do know right now is that we will be in this "time of unknowns" for at least the next six and probably twelve months. Nothing we can do in our day-day-day is going to change the overall environment, but determined and innovative managers like Paul, who focus on positivity, motivation and specific marketing and sales tactics, impact sales at their companies every week.
El Cap is a 3,000ft sheer rock face in Yosemite, California, and he climbed it without a rope.
Although Alex is known in the public eye as a free solo-ist, most climbing he does takes place on a rope. He typically won’t free solo a difficult route until it’s been thoroughly rehearsed while attached to one.
So that’s what makes this photo here fun...and of course, here he’s roped in.
Tags: Sales Management Best Practices, sales and marketing best practices, sales management training, selling skills, sales training, Making Tough Choices, sales management productivity, sales readiness
When I first began as a rookie salesperson, I had just been promoted to be president of the medtech company where I had moved up through the ranks from manufacturing and engineering and then to the corner office. I had never sold anything and had zero understanding of what marketing did other than knowing they spent a ton of money on trade shows, conferences and producing whitepapers. The second week into the job, our number two sales guy, Alan, showed up in my office and suggested that we take a sales trip together to his largest hospital in NYC. A great guy...strong numbers, very affable, bright-but in a folksy kind of way- and a very hard worker. I still remember that first call:
#1 lesson from Alan was to dress down from the plaid suit. 😎
#2 was to go in the hospital on the 2nd shift since it was less hectic and quieter.
#3 was to bring a box of donuts to the nurses since they knew what was really going on.
#4 was to understand that knowledge was power, and the currency was just being human.
Today, we would term that process a "Discovery Call", and we would put it into the second step in our sales process funnel and allocate specific tools and checklists to the Discovery call wrapping all of that up in Hubspot CRM technology that would automatically remind us in three days after the call with follow up tasks and templates to complete. Yes, it's mechanical, efficient, and highly disciplined, and, yes, it's not very human by itself, but it works. The secret to successful sales is to add personality and trust to any sales process that's full of steps and metrics.
Which is better-sales process or the human touch?
Alan was just a superb salesguy! Always #1 or #2 in a team of 50 plus salespeople. He had a superb memory and a built-in innate ability to drive sales "The Alan Way", and as a result he had his own process down to a science. That's the good news.
The unsettling news was that no one else could sell "The Alan Way" since his process came down to style on the attributes side of things and his own selling skills on the process side of the equation. Plus, although he had a huge geographic territory, he only focused his time in the density of two very concentrated cities and then further pinpointed those to the specific hospitals where he knew exactly what was going to happen in in terms of replacement products given his closeness to the nurses using donuts as his currency The bottom line in his "Streets-not-States" strategy was that by focusing on only 5% of the available hospitals in his entire geography, he always got to whatever the bonus number was above 100% of his quota.
The majority of us are not Alan, nor do we have his discipline, so people like me need to "resort" to our "Process & Tools & Technology & People" solution to make sure that nothing falls through the cracks...and because I just don't the whole Joey BagaDonuts approach.
The Joeys who are still in the sales game also do not have the skills or the style that Alan had...all they have are the donuts. As a result, they rely on stupid and affrontive emails like this one below that I just received yesterday:
Hello Mr. Derby, I hope you're having a great Tuesday.
My name is xxx xxx, and I'm the CEO at xxx. We are a new member of xxx. While browsing the member directory I came across your profile highlighting your company and wanted to make a brief introduction about our solutions. We are a cost reduction and profit improvement company. We have had significant success working with venture capital, investment banking firms, private equity groups, and consulting firms seeking to create equity value within their portfolios or for their clients. Attached are a few case studies of those successes. After doing some research, I'm interested in finding out more about your company. I look forward to hearing from you.
That's definitely a Joey BagaDonuts email, but unfortunately it came without the donuts!
Just another example of a worthless marketing and a sales approach so bad, that I just had to blog about it this morning. Messaging like this is especially affrontive now in this time of chaos when it's even more critical for all of us to focus on what it takes to provide true customer value while never using the words, "trust me on this!"
Right now, all of us are trying to figure out what the new rules for both Sales and for Marketing will be for whatever the new normal will be in 2021.
- Today, there is no new normal, just 60-day sales tactics focused on survival.
- First, we need to hit this month's number on Friday.
- Second, we need to get to July 4th and then take a long weekend-breather.
- Third, only then can we spend time figuring out what it takes to get to Labor Day.
- Around that time, we should then know enough to begin to write the new rules for 2021.
Have a great day selling today, tomorrow and Friday!
TUFTS FALL SEMESTER MARKETING PROJECTS
At Tufts where I'm a professor teaching Marketing in the Entrepreneurship Center, I am now actively looking for marketing projects for the fall semester. Yes, we will be teaching in the fall with a blended mix of video and visual content, distance learning and F2F-socially-distanced mechanics. All safe-all the time!
The manner in which I teach is based on my practice of "Content in Context", where I and my guest lecturers provide the clinical teaching content and the real-life experience which is then taught within the structure of six teams of juniors and seniors delivering fully developed marketing plans to their host companies at the end of the semester. The companies range from established startups with revenue to mid-size corporations. The projects are often full marketing plans for the company or a marketing plan for the launch of a new product or service.
The results over the years have been just excellent both for the students and for their companies, and, for a couple of reasons, this semester's results were the best ever...just over the top. Right now, I'm taking applications for next fall's course, so if you're interested, just connect with me by email at email@example.com, and I will set up a quick call to review the logistics with you and send you an outline of the program. All of the applications need to be in no later than June 19th. The syllabus and the projects go out to the students on July 5th.
If at any time, you have a need for a confidential sounding board management coaching or for Sales or Marketing stuff, just connect with me at any time. Text or email me, and I will quickly set up a call. I'm a pretty good listener. Obviously, no cost, just an opportunity to listen intently and make a few recommendations based on decades of experience.
Be safe, be positive and enjoy today and have a great Memorial Day Weekend!
Tags: sales productivity, Sales Optimization, Sales Best Practices, Sales Management Best Practices, sales and marketing best practices, sales management coach, sales effectiveness, Sales quota, best sales practices;, Sales Leadership in the Revolution, 2020 sales plans
Tags: marketing projects, free marketing projects from universities, interns for marketing projects, how to write a marketing plan, marketing planning, Tufts Entrepreneurship Center, 2020 business plans
With last weekend's nasty weatha' at the NH beach and even more snow stopping my planned Saturday mornin' trip to Winhall/Bondville VT, I took the time to post to my 6,700 LinkedIn friends my "Six Best Sales Practices for Selling Normally in Abnormal Times",
This comes from a webinar with I shared with Laurie White, President of the Providence Chamber of Commerce, and her superb members.
I thought that the questions raised from these real-life business owners and salespeople were perfect examples of what it takes to work and survive on the front line in these chaotic times.
This morning I'm thinking very differently about the words "a long hard slog", and looking at this business environment not as a world of chaos and interruption, but as one of creating a much more simplified process that creates a much straighter line between "start" and "purchase".
By the end of a normal Friday morning, the front of my brain would have heard, dissected and categorized some hundreds of ideas, and I would have figured out one thread of hopefully a meaningful subject to twist around my travels to Vermont, my teaching at Tufts or my working at the NH beach. This Friday is complicated by way too many jumbled "new normal" activities...not any different from any of you, I'm sure.
- When will we get back to work?
- When can I start selling again?
- What's the messaging I should be using?
In a few hours, I'll be leading a webinar with 100+ business owners of New England destination hotels and vacation resorts who are looking for answers to these and 60 plus other questions that they've submitted in advance.
These are the people right at the epicenter of the struggle who have had hundreds of cancellations for long-planned weddings, reunions and business conferences planned specifically around "getting away to the peaceful, bucolic and quiet beaches and mountains of New England". And now, they have nothing but questions, time on their hands and the adjacent fears of unpaid bills and not knowing what to tell long term employees that they've already laid off.