The Sales Archaeologist

During the Battle of Britain a new innovation - Radar was given much of the credit as to how the smaller British air force held the luftwaffe at bay and eventually led to their defeat. Radar could tell them where they were coming from and at what speed and in what direction and how many and in some cases what type of aircraft.

This information enabled the RAF to take off with a clear destination in mind and by reaching the enemy sooner and often before they hit British soil they were able to shoot them down and return to base and await the next wave.

Radar helped - but the fighter planes still had to act on that information and take the ultimate risk and destroy the enemy.

Lately there has been a lot of talk about the "power" of inbound marketing and the importance of being extremely active with social media and this idea that cold calling is dead etc....and to be quite honest I have been a little irritated by these comments. I still adhere to the fact that most of the people making them are not able to sell themselves and have for years been looking for an excuse and a easier approach and now they have it!

Here is the point - Radar is like these tools. The latest thing, great indicators of who, what, when and how many BUT you still need the sales person that is able to take that information and accomplish the ultimate goal. Furthermore the Battle of Britain was helped by Radar but there would have been no chance of winning without the RAF! I hate to break it to the evangelists of the Inbound Marketing craze but I just don't see it. I also don't understand the constant disdain for those of us that use the "old" method quite successfully.

Case in point - Our upcoming executive luncheon (I blogged about it in the last post) I have used the old method - calling suitable prospects and talking to them and persuading them to attend. As a result I have been able to register almost 70 executives myself! That said how are the proponents of inbound marketing doing. Well let's just say that a Spitfire fighter verses a stationary Radar Station will win every time - yes I am kicking their butts!!!