Why does Sales Process Media Work So Well?
- Sales Process Media works really long hours
- Sales Process Media has “Pull”
- Sales Process Media is always available on-demand
- Sales Process Media has astounding “Reach,” “Speed” and “Odds”
- Sales Process Media Never Plays “Whisper Down The Lane”
#1. Sales Process Media works really long hours.
SPM is on-duty and hard at work 24 X 7 X 365. It never gets tired. It never gets sick. It never has a bad day. It never takes a vacation. Not a minute. Ever.
SPM puts in five times as many hours as the most dedicated of sales professionals. Do the math. Let’s say our intrepid example sales pro is out there in front of customers four days a week. A day for this individual goes nine hours. (Including that one day per week of paperwork, planning and the dreaded “miscellaneous duties as assigned.”) Only two weeks of vacation. Sadly, only one week of education and training. And miraculously, only four days a year when the selling spirit just isn’t there.
- 4 days per week X 9 hours per day X 48 weeks/year = 1,728 hours for the human
- 7 days per week X 24 hours per day X 52 weeks/year = 8,736 hours for SPM
- 8,736 / 1,728 = 5.05
To repeat… SPM puts in five times as many hours as the most dedicated of sales professionals.
#2. Sales Process Media Has “Pull.”
This point is really, REALLY critical. It relates to how virtually all decision processes are now executed. Consider what happens when a Google search presents your SPM. The customer literally “pulls” you and your knowledge into their decision-making processes. You didn’t need to work, work, work to “push” your way in. They voluntarily “pulled” you in. Not only that:
- 80%+ of buyers find sellers vs. the other way around
- 70-80% of the buying process is complete before the buyer contacts the seller
80% of buyers go to Google first. They search. They research. They reach conclusions. Then, and only then do they call the human sales rep.
Was your SPM there when they searched??? If not, the customer found the other guy’s SPM.
They read the other guy’s perspective. They learned about the other guy’s products, services and value proposition. And then they called the other guy – they pulled your competitor onto their team. And maybe just maybe – long after the real decision has been made – they call you in so they can talk about the so-called “alternative” they supposedly considered. All you get is the opportunity to waste your time on a lost cause.
#3. Sales Process Media is always available on-demand
It’s all about the customer. Whenever and wherever the customer is ready; on an instant’s notice; the SPM is ready, willing and able to be pulled into the customer’s world and to serve. Maybe it’s during regular business hours. Maybe not. Maybe it’s some random Wednesday at 3:00 AM. Maybe it’s New Year’s Eve at 11:59 PM. Doesn’t matter.
It also doesn’t matter if 2 or 10 or 10,000 customers simultaneously want the same chunk of your SPM. Unlike its human counterpart (You!), the same SPM can be in 2 or 10 or 10,000 places at the same time – effortlessly!
#4. Sales Process Media Has Astounding “Reach,” “Speed” and “Odds”
Let’s say you make an awesome sales call on the Director of A at a key account. As you’d expect, there is more than one person in the decision network, namely the Director of C, the VP of Y and the CEO. Those other three weren’t at the meeting. You, for example, being astute, quickly embed the essence of that call in a combination text/video e-mail and send it to your champion, the Director of A.
You include a suggestion that she forward the e-mail to the others with a strong endorsement of your recommendation. She complies, and:
- Your SPM “Reaches” them…
- Literally at the “Speed” of light…
- With great “Odds” of being opened since it’s coming from the highly respected Director of A
It takes little imagination to see how the same logic applies on an inter-company basis as well. The CEO of Company X forwards your piece of SPM content to the CEO of Company Y, who in turn sends it to the CEO of Company Z. (Imagine that… getting “pulled” into C-suite after C-suite.)
Your value proposition gets spread far and wide, essentially instantly, by people with way more clout than you.
#5. Sales Process Media Never Plays “Whisper Down The Lane”
You remember playing the game as child. Kid #1 whispers a message to kid #2, who whispers it to kid #3, etc. By the time the message gets to the final kid, it’s totally different from the original version. Same applies to business.
What are the odds the Director of A can repeat what you said in as compelling a fashion as you did to the Director of C? If your message is complex, what are the odds she can repeat it at all? And then how distorted does it get with the next repetition? And the next?
Your SPM (literally an electronic you in that video, podcast, blog post…) faithfully reiterates the value proposition over and over; perfectly every time.