I guess I’m about your age too, and have witnessed the similar changes you outline. I’ve been selling media products for most of my life, from dinky little one-off classified slots for £5 up to annual contracts in the tens of thousands. And over that time period (mid 70’s to today) I’ve also noticed the boundary or envelope of both the complexity and value of product or service that buyers are happy, or even expect, to research, discuss, buy and maintain by way of a trust relationship with the seller (me), without a face-to-face, has equally expanded.

This reflects, in my opinion, not only the increasing hurdles of expense and time (theirs and mine) taken to meet prospects in the flesh, but also the “trust” element that people do in fact allow with their “virtual” contacts. More and more deals, up to some of those valued in tens of thousands, have become quite acceptable, to both of us, via a combination of digital (voice and keyboard) communication. And I’m witnessing an increasing use of these technologies, from webinars and GoToMeeting type presentations through to “invitations for live chat” on websites like Aprimo (complex online marketing and sales systems), that reflect anything but the “shallowness of a virtual relationship” that you refer to. These are serious conversations and deals being agreed, between real decision makers, with in-depth understanding, trust and relationships. We’re just finding the new technologies more convenient that the old.

I agree that it’s never going to be a polarised, either/or, black and white situation (unless the commodity or service is, like second-hand novel versus new fighter air force) but, equally, I think it’s worth us all being aware that these are shifting sands, so that the circumstances and possibilities are changing too.

And sales training, as an area dear to many a heart around here, will be a classic example of exactly this. I do, for example, expect to see a significant proportion of the new generation of e-Sales executives researching, negotiating, buying and executing their sales and technology training package entirely online, with possibly a telecoms supplement, without ever physically meeting a trainer at all. And, if that can happen, then it won’t be long before the VP Sales or Sales Director similarly agrees a multi-thousand $/£ package with the supplier to train the rest of his/her staff.

Kind regards – Neil

I agree wholeheartedly that we sellers must embrace both online and offline marketing and prospecting.

Unfortunately there are far too many our age that resist Sales 2.0 thinking that ‘their’ prospects are Sales 2.0 kinda folks. As you point out, most everyone we call on–whether business or consumer and irrespective of age–will Google ou8r company and us to find out who we are, what our reputation is, and who we deal with. Most go well beyond a simple Google search. If we’re not engaging at least some of the Sales 2.0 media we’re leaving a great deal of money on the table.

Likewise, those younger folks who naturally absorb Sales 2.0 cannot ignore the in-depth relationship that has been requisite to successful sales in the past. My kids are all in their 20′s and a small sampling of them and their friends indicate that the internet is by far their preferred search tool when they considering almost any purchase, but after they’ve made their initial selections of potential sources, they’re right back to a one-on-one relationship that ultimately drives the purchase decision.

And, of course, your bottom-line is right on the mark–we simply cannot afford to limit ourselves.

Paul
BTW I love your blog!

I agree wholeheartedly that we sellers must embrace both online and offline marketing and prospecting.

Unfortunately there are far too many our age that resist Sales 2.0 thinking that ‘their’ prospects are Sales 2.0 kinda folks. As you point out, most everyone we call on–whether business or consumer and irrespective of age–will Google ou8r company and us to find out who we are, what our reputation is, and who we deal with. Most go well beyond a simple Google search. If we’re not engaging at least some of the Sales 2.0 media we’re leaving a great deal of money on the table.

Likewise, those younger folks who naturally absorb Sales 2.0 cannot ignore the in-depth relationship that has been requisite to successful sales in the past. My kids are all in their 20′s and a small sampling of them and their friends indicate that the internet is by far their preferred search tool when they considering almost any purchase, but after they’ve made their initial selections of potential sources, they’re right back to a one-on-one relationship that ultimately drives the purchase decision.

And, of course, your bottom-line is right on the mark–we simply cannot afford to limit ourselves.

Paul

I think there is a disconnect that exists on both sides of the fence. We have folks that won’t embrace sales 2.0 because they feel that it isn’t “personal” enough. They feel that perhaps we get caught up too much in a virtual world that doesn’t move to real time relationship selling.

On the other side of the fence, we have those who believe sales 2.0 is THE answer and all artillery fire needs to be focused on our online activities.

The disconnect lies in the premise that this is a choice between the two and not inclusive of the two in a well balanced “sales mix”

I believe another disconnect exists and that has to do with our buyers today. You and I (maybe even Jonathan) aren’t getting any younger . . . but buyers and those who can influence buying decisions are. Guess where the bulk of these Generation Y folks like to visit as part of their selection criteria? Social Media. Its very important to them (and a growing number of older folk like me) that they can get to know a brand (especially a personal brand) and interact with it. You can bet they will Google a company and the individual who wishes to do business with them.

The sad part is, the well versed professional who has superior relationship skills more than likely will not have a chance (or as many chances) to use those muscle groups if they aren’t utilizing ALL the weapons in their sales arsenal.

Bottom line . . . why limit ourselves.

Thank you again for such a thought provoking post!

With respect and appreciation,
Paul Castain