If it feels like you’re doing more marketing activity, and getting fewer results at the moment, then you need to have a glance through this document. It was given out by Neil Rackham the author of SPIN selling at Verne Harnish’s Sales Conference – www.gazelles.com/sales_summit/Rackham_Selling_Harder_Times.doc
It only takes a couple of minutes to read and debunks a few myths on the way. ie. you don’t have to compete on price, and you shouldn’t be chasing every opportunity.
2 comments
Very interesting; I wonder when he makes the point that sales shouldn’t be chasing every opportunity whether the same holds true for marketing?
Should we be trying to get in every possible opportunity in order to take the legwork away from sales and hand them only the finest, ripest, juiciest leads?
Or should we be understanding from them where they think the opportunities are coming from and only target those accounts?
Account-based marketing or Web 2.0?
Perhaps it comes down to the experience, knowledge and focus of the sales organisation, combined with the type of sales cycle, current maturity of the market, etc etc.
OK, I’ve convinced myself – there is no right answer across the board!
In keeping with this, here is a similar article talking about strategies for selling in a slow economy.
Add comment