I was watching an old movie from the 1960s recently where one of the scenes had a guy proposing that he would be a good sales rep. The firm owner then asks the question, “And why do you think that you would be a good sales rep”. To which the candidate replies: “I know a lot of jokes, and I can hold my liquor.” With a good chuckle, I thought that was perfect old school selling. We just need to make sure that the guy has a good Italian suit, a firm handshake, and make sure he knows the ABCs of selling. Always Be Closing.
Well, as humorous as it was to me, it made me reflect on how selling had changed …or not. What has not changed is human nature. Human nature is human nature. People are still made up of the same complex mix of emotion and reasoning, left-brain/right-brain dominance, or however you choose to describe it. And it is these human beings that make up 100% of the buyers who are out there.
But what has changed dramatically is the entire ecosystem within which the world does business. The internet has created: an enormous information source, broadcast channel, social sharing platform, and communication channel. Naturally, it has impacted the buyer’s behavior and the buying cycle. With smartphones and tablets readily available, it has become second nature to make the web the first step in almost every buying consideration that we have.
So how does that old school selling adapt to the new digital world.
The good Italian suit = The Professionally Polished Website
Yes, it is now your website that has the task of making the first impression on potential buyers. It needs to convey your mission in a way that is easy-to-understand. And the marketing message is now front and center.
Lots of Jokes = Engaging Content
Well, we mustn’t be dull and boring. Storytelling is now what it is all about. Buyers will be more drawn to what you have to say if you can relate your mission to the stories you tell. And for those who can make effective use of humor, it certainly has the desired effect on those buyer emotions.
Holding Your Liquor = Let’s Be Social
Well, if what you have to say is shareable, it will spread your message. You don’t have to be buying drinks to get conversion, but you must be striving to create engaging content that people want to share. Sharing positive experience is human nature, and buyers like stay informed with the built-in trust that tags along with the shared content.
Always Be Closing = Analytics Move the Buyer Forward
It is now our website that needs to tell us how we are doing as we move our buyers through the buying cycle. And the test close must be embedded into the online interaction that allow us to gauge our efforts.
So there you have it. Human nature prevails. But we must adjust both the marketing and sales tactics to how today’s buyer exercises their human nature.