Last week, I wrote this article questioning the Death of SPIN Selling. Over the years, I have questioned the impending death of other important areas like cold-calling, selling, sales process, salespeople and more. As we continue to discuss these issues and more like them, let's think about why there are two camps - those who continue to prophecise the eventual death of salespeople and selling; and those who defend its existence and continued importance as we march into the future.
I believe that if you do some digging into who is writing relative to each topic, it becomes fairly easy to see that most of the deathmongers hail from isolated areas of the industry. Some of them are marketers who, in order to push their applications, must convince you that marketing can handle both finding and closing sales - all via the internet. Others are from the big, new, inside sales industry. Those bloggers too must convince you that traditional sales is on its way out the door in order to get you to buy their services. It's no coincidence that because most inside sales groups are responsible for the top of the funnel (following up on leads or generating leads and/or meetings) or selling low-cost, high-demand products and services (transactional of course), they have little insight into a longer, more complex sale. Then there are researchers who simply fail to talk with the right people.
On the other side of this discussion are those, like me, who are saying, "Sorry, you just don't get it. You don't know what you're talking about." We are actually in the field, working with companies, their leadership teams, their sales management teams, their salespeople and helping them navigate these choppy waters and develop modern, effective sales processes, strategies, tactics and styles.
Without question, the internet, inbound marketing, and social selling have replaced traditional sales - IN CERTAIN AREAS. But they are relatively small areas and most B2B sellers will NEVER, EVER find themselves in that situation.
If your company has a long sales cycle, a complex sale or sells a high-ticket product or service, you will always require great salespeople. If your company is not the market leader, low-cost alternative, or the maker of the products that people wait in line to buy, you will always require great salespeople. And if your company and/or your technology is new, you will require great salespeople. It's really that simple.
There is some clarity though. It's clear that most of the inside sales/marketing folks lack clarity when it comes to writing about sales. What they write about certainly applies to what they are doing in their corner of the sales world, but it is no more representative of sales and selling than Palm Beach resorts and Orlando Theme Parks are representative of Florida. People who visit there experience life in a controlled environment. It's an aberration - a bubble - because the real Florida has violence, crime, pick-up trucks, cowboy boots and large metal belt buckles.
Yesterday, during our 2014 Objective Management Group (OMG) International Conference, I was speaking with Cliff Pollan, CEO of Postwire, my favorite content-sharing application and one of our great Strategic Partners. Despite leading a company that essentially helps companies market via an ability to push, pull and track content engagement, Cliff sides with those of us helping traditional B2B companies to sell their products and services.
OMG introduced its brand new, fourth generation Sales Candidate Assessments at this conference and they go live next Monday, April 21. I will be leading a webinar and walking end-users through the new report on Thursday, April 17, at 11 AM ET. Even if you aren't a current user, you are welcome to join us and learn why there is so much buzz about OMG's Sales Candidate Assessments. Register here.Image credit: rtimages / 123RF Stock Photo