Don't Mistake Elaborate Stage Shows for Sales

In today's world of ever-advancing technologies, there are more and more channels becoming available to reach, communicate, and interact with current and potential customers.

We can communicate from virtually anywhere we can establish and maintain a cellphone or internet connection.

If we're workaholics, we can even do it from the beach while on vacation.

There are no clear-cut boundaries and communication is immediate.

But, reaching a prospective customer is only the beginning.

Sooner or later, you must come face-to-face with the beast. Otherwise, all you've done is produce an elaborate stage show.

Social networking, content marketing, websites, emails, phone calls, traditional advertising, etc., are all very well and good.

However, they don't close deals. That comes down to a well-versed sales representative with a pen.

Scroll through the Sales Hive and you'll see more buzzes that address marketing than sales.

Why?

Because sales is difficult. It's measurable, which makes it scary.

It's not some new channel or concept that can be developed in a boardroom or executed in front of a computer screen.

It's hand-to-hand combat. It's not for the faint of heart. Rejection is the norm.

It can be lucrative, but you're only as good as your last sale.

If you don't succeed, you'll be waiting on tables or asking someone if they want fries with that?

In comparison, marketing is Disneyland.

Don't mistake it for sales. You can put lipstick on a pig, but it's still a pig.

It's up to a sales representative to sell that pig. And, just because it's pretty, doesn't mean it's going to sell.

A sales representative still has to ask for that sale and seal it with a firm handshake.

Unless you're operating a television shopping network, don't expect customers to just pick up the phone and place an order.

You'll eventually have to go to them -- if you're lucky.

Assuming the aforementioned tools have done their job, which is to spark interest in your company's products or services, you've been able to contact your prospect's decision maker and schedule a meeting.

Don't expect to be invited. You won't be. You'll have to ask nicely.

Show up a little early and be prepared. Time will be limited.

There's no substitute for a well-versed sales representative.

 An undeniable knowledge of your products and services will impress your prospect and provide you with the confidence needed to intelligently respond to the inevitable questions.

However, don't expect to seal the deal upon the first visit. It won't happen.

It may take multiple meetings before a deal is reached -- if at all.

The customer could have a current contract that's about to expire, be in the budgeting process, or they're simply interested in comparing products and services.

The marketing department represents the artillery, they soften up the defenses before the frontal assault. 

The sales department represents the boots on the ground, engaging the opposing forces in their own backyard and achieving final victory.

Sales is not an elaborate show. It's a life-or-death situation. For the sales team as well as the company.