It’s 1900. You refuse to use a telephone as a sales tool. You’re convinced a phone call is too impersonal and make all customer calls face-to-face.
It’s 1985. You scoff at PCs and things like word-processing, spreadsheets and e-mail. They’re expensive, take WAY too long to learn how to use and will only ever be useful for the low level office admin types.
Silly examples? Nope. Go far enough back in time, and the conventional wisdom of the most expert sales professionals, executives and gurus was exactly as stated above. (…so obviously, ridiculously wrong.)
It’s 2013. How about blogs? How about YouTube videos? How about podcasts? How about social media? How about content marketing? How about Internet radio?
Too expensive? Too hard to learn? (Or made just too hard for YOU to learn?)
I’m a sales guy by nature. That’s why I stumbled into the career all those many decades ago and have loved it ever since. I’m NOT a technocrat or propeller-head or engineer.
That said, an early mentor of mine beat into my head the notion that it is vital to embrace technology-based tools. I went along with his advice then, came to embrace it as important, and now realize that it’s essential for two compelling reasons.
- Sales Technology extends the day.
- Sales Technology relentlessly attracts attention
For example, my cell phone is a piece of sales technology that extends my day. I buy it, then use it over and over and over to communicate with my customers and prospects. It enables me to make many more sales calls in a day than I otherwise could. It keeps me and the value of my services on their radar screens.
A blog post is another example. I write about an issue of interest to my customers, then point people to it over and over and over. Once the blog post is written and published, it’s written and published. Unless and until the information contained in it becomes obsolete, it requires not one more second of my time to create. It extends my day. It helps keep me visible. Good ole’ Google helps keep me visible.
Ditto for the videos I’ve produced. Ditto for the radio show episodes, podcasts and other audio files. Similar ditto for the web conferences that eliminated some of the need for my ” car-technology.”
Stop and think for a minute. Are you “too busy” to learn to use effectively technology tools to stretch your sales day? How dumb is that?