Focus on the buying cycle, not the selling cycle
Sales methods abound that focus on the selling process. AIDA: Awareness, Interest, Decision, Action. ABC: Always Be Closing (famously heard in Glengarry Glen Ross). The selling cycle goes from awareness to leads to presentation to evaluation to close to (hopefully) a satisfied customer. Marketing departments don't need to "push the product" or "create the need" when they start with a product that people want to buy. "The organization must learn to think of itself not as producing goods or services, but as buying customers, as doing the things that will make people want to do business with it."--Theodore Levitt, "Marketing Myopia," Harvard Business Review, 1960 What are the things that make people want to do business with you? 1. Create a remarkable product that solves a real problem 2. Tell potential customers that you've solved the problem And then selling moves from pushing and pitching to configuration and negotiation. Better, don't you think?
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