Sales; reinvented

So, we’re reinventing our commercial activities here. Looking at our blue ocean, and visualizing the current developments as some kind of big wave, our sales professionals need to get (back) on top, riding the big surf on our longboards, heading to new heights. Cowabunga! So let’s start waxing our boards!

Creating a need

Unlike most people think, selling is not really about selling at all. Selling, actually, is annoying, Not only to the sellees (the people who are being sold) but also to the sellers. Reciting your power phrases and pushing the offer, shoving your foot between the door.

Selling is about creating a need, a desire, and motivating people to buy. Hey, but isn’t that what our friends at marketing do? Yes, it sure is. Sales is closing in on Marketing. And IT is closing in on both Sales ├índ Marketing, creating some kind of bizar blend of expertises (and characters).

Sales, marketing and IT

Isn’t this like some kind of competition between IT, Marketing and Sales? Well, yes and no. Of course, the formerly divided expertises are exploring new territories, creating new opportunities. But we’re talking opportunities here, not threats. So to reinvent our commercial activites, we should look into what added value Marketing and IT have to offer us.

Successful sales start with creating desire to buy, by correct usage of marketing and IT resources for our website, CRM and our social media. Especially with more advanced products with multiple applications, creating a demand requires lots of knowledge and expertise of the sales professionals. In my opinion, by becoming more challenging, sales is also a lot more rewarding.

Selling can also become more effective by creating ambassadors with a strong network of peers, and by adding an extra layer of resellers, becoming an indirect channel.
About the author

Over the past few years Walter van der Scheer has been evangelizing marketing automation to advertising agencies, e-commerce companies and co-workers alike and has been building a team of determined sales professionals. He has made progress, but the road ahead is still very long. Walter shares his personal experiences and challenges along the road of changing the way that marketing is done, while trying to stick to the strategically chosen path.

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