Oct 24 2007
The Death Of Marketing Part 2
The JF Guest Author Spot
In Part 1, I examined how the proliferation of media such as magazines, TV, radio, and the internet has made the salesperson as the provider of information and guidance to prospects obsolete. Now, we examine the impact this change will have upon salespeople.
In reality, this change in the way prospects view salespeople has just started. It will continue to grow month by month, year by year. And, unfortunately, this isn’t simply a change in the way salespeople need to market. This is a fundamental change in the way people buy. This is a change in what sales is. This is the eventual death of sales as we know it for most consumers and most salespeople.
Does this mean the death of the salesperson? Yes, as we currently know salespeople. There will still be salespeople. Most will be nothing but order takers, customer service reps with the title of salesperson. It will still take years to come to full fruition. However, it is well on its way. The only conversation most “salespeople” will have in the future will be a variation of “Do you have it in red?” “Great. What’s your price?”
Yet, the very nature of this change is offering a select few salespeople the opportunity to make more money than ever before. This change in the way people view marketing and their desire to make their own decisions based on knowledge and information give salespeople who grasp the opportunity the ability to become a dominate force in their local markets.
There will always be a segment of the market that understands they need guidance by experienced, skilled salespeople. No matter how dominate the do-it-yourself mentality becomes; there will always be those who want to work with experts. In addition, many who will be tempted to go the do-it-yourself way will gladly pay more to work with someone they perceive as a genuine expert.
We are in the process of changing from a sales environment to an expert environment. Salespeople are becoming dinosaurs, relics of a bygone era. But just as dinosaurs were replaced with mammals, salespeople will be replaced with experts—publicly recognized forces in their industry within their local area.
What is an expert and how do you become one? How do you not only survive in this changing environment but also become a dominate force?
We must first understand what an expert is. An expert isn’t the “best” in their field from a technical standpoint. An expert isn’t necessarily the most technically capable financial planner, insurance agent, networking engineer, IT consultant, telephony consultant, or Realtor. That is a myth. Thousands of the top technicians wash out of business every year because although they may be among the best technically, they have on one to sell to.
An expert is an expert because they are perceived to be an expert by their target audience. They have the image and reputation of an expert.
If you want to become a top producer in the new expert environment, you must develop a public reputation as an expert. You must develop a local reputation as powerful as the experts writing the articles, giving the interviews, and being quoted in the news media.
Developing that image and reputation doesn’t happen by accident. Those who are recognized as experts work very hard at creating their image and their reputation not by using the traditional marketing techniques and strategies used by the majority of salespeople, but by using the tools and strategies that create a public image and then supplementing that image and reputation with well thought-out marketing. Marketing is still present; it is simply an adjunct to the salesperson’s lead generation, not the focus.
Creating a pubic reputation takes time and effort. You must learn how to use the tools, then create and implement a plan. It doesn’t happen overnight, nor is it simply using a couple of strategies. Creating a public image and reputation requires the use of a number of media and tools in combination, each reinforcing and branching off from the others.
Although it isn’t necessary to use every possible reputation-building tool, an expert reputation requires the use of such things as press releases, blogs, writing educational articles and books, becoming an expert source for media and freelance writers, educational websites, public speaking, developing strong referrals from clients and customers, and creating alliances and partnerships with other experts. Of course, there are other methods and strategies available.
Creating a public reputation as an expert is moving from a marketing mindset to an educational and publicity mindset. It captures the power of education and combines it with a message of unique status and stature within the salesperson’s field. It converts selling to education and eventually brings it back to selling.
If you want to thrive in the new expert environment, learning how to convert your business from being a salesperson to being a recognized expert is mandatory. Whether you are relatively new to sales or an old pro, now is the time to begin to seriously work on moving your business to a recognized expert platform. The change in how people buy is well on its way and grows daily. Companies are actively preparing for the change and salespeople must also prepare. And although the change will not favor the majority of salespeople, the future is brighter than ever for those willing to invest their time, money and energy in learning the new realities of selling.
Paul McCord, president of McCord and Associates, a Houston,Texas based sales training, coaching and consulting company, is an internationally recognized authority on prospecting, referral selling, and personal marketing. His best-selling book on referral generation,Creating a Million Dollar a Year Sales Income: Sales Success through Client Referrals (John Wiley and Sons, 2007), is quickly becoming recognized as the authoritative work on referral selling. His next book, SuperStar Selling: 12 Keys to Becoming a Sales SuperStar will be released in February, 2008. He may be reached at pmccord@mccordandassociates.comThis e-mail address is being protected from spam bots, you need JavaScript enabled to view it or through his sales training website at www.powerreferralselling.com
Today’s News: There is a great interview on Salesopedia today - one of the newest members of the Top Sales Experts Team, Rochelle Togo-Figa, is in conversation with Clayton Shold and you can listen in here
Tomorrow: “Understanding The Three Post Sale Phases” - Yep, there really are three!!
Great article, whether it is the death of marketing or the death of traditional marketing is the debate. My background is primarily in media and advertising sales and I have noticed a trend in the last few years from traditional advertisers when it comes to online advertising. In the past online advertising has always been a somewhat transactional sale (”I would like to buy a banner, button skyscraper etc”). This has only in the last couple of years turned into, “This is what we want to achieve, come back with a solution.”
This is causing issues with traditional print based advertising sales people who have in the first instance just grasped the web, but are a long way from grasping microsites, webinars and the like especially as print based advertising is starting to fall off. I feel this backs up your point that consumers are starting to look for “perceived” experts not just traditional salespeople to talk to them
However there is a danger to being perceived as an expert and not having the horsepower to back it up, all manner of glossy brochures, blogs and the like cannot hide this when under scrutiny.
Graham Price