Lately, I’ve invested a lot of time thinking and blogging about the Electronic Sales Rep or E-Rep. As the potential selling power of the concept soaks more deeply into my head, it occurs to me that if he were still with us, my favorite all time business thinker and author, Peter Drucker, might modify his perspective regarding a key insight.
He once wrote, “The aim of marketing is to make selling superfluous.” Back in the mid-20th century era of mass production, this observation was right on the money. Today, however, is anything but a mass production environment. Everything is now geared to customizing products and services to fit the unique requirements of an individual person or single business. Well now… That’s exactly what the sales profession has been doing for centuries. It’s our core responsibility. Thus my update to Dr. Drucker’s mantra:
“The aim of selling is to make marketing superfluous.”
It’s a heck of a tall order. We might never be able to get there. The best and most creative of us though, will use our E-Reps to deliver truly stupendous value to our customers.
Think About it…
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