There are three key challenges every sales organization needs to overcome.
. People resist being sold to
. They hide from you behind voice mail and email
. No personal connection can be established
This paper will review all three challenges and provide key case studies for how real world sales teams overcame this resistance to increase revenue without chasing buyers.
Case Study Series:
HOW SALES GO UP WHEN YOU
YOU STOP SELLING
How Smart Companies Have Stopped Chasing Sales And Are Experiencing 30% Revenue Increases by
David Simpson
CEO
September 2009
GoldMail
Info@goldmail.com
888-994-6245
www.goldmail.com
3 Case Studies: How Sales Go Up When You Stop Selling info@goldmail.com
Three Big Changes That Are Hobbling Most Sales Teams
There are three key challenges every sales organization needs to overcome.
. People resist being sold to
. They hide from you behind voice mail and email
. No personal connection can be established
This paper will review all three challenges and provide key case studies for how real world sales teams overcame this resistance to increase revenue without chasing buyers.
Overview Most companies take forever to adjust to a new set of challenges. In the past few years, major newspapers - some of them virtual monopolies - have disappeared. General Motors and Ford are now bit players in a sector they once dominated, having steadfastly refused - over several decades - to make any significant changes. These iconic companies lacked the leadership, the imagination and the will power to do anything except do what they have always done. But, of course, maintaining a static, "tried and true" approach during a period of significant change typically ends badly. This paper focuses on the factors which have dramatically impacted the traditional sales processes and examines companies that have embraced these changes, indeed welcomed them, and have thereby increased revenue and productivity.
1. Nobody Wants To Be Sold Perhaps "nobody" is a bit of an overstatement. Let's just say that nobody we know wants to get sold. No doubt there are some folks out there who relish the telephone pitch at dinnertime from the carpet cleaning service or are eager to open 18 pieces of daily "junk" mail that lands on their doorstep. These folks can't wait to open the emails touting Viagra and even look forward to those messages - with headers such as "?????? ???-??????" - that, for all they know, could be pushing January vacations in Siberia.
The vast majority of us, however, want to make informed decisions after gathering relevant information. No, we are not interested in getting up from the dinner table to engage with someone we don't know about a product or
GoldMail 2009 info@goldmail.com 888888888888----999999994444----6666222244445555 www.goldmail.com Page 2 3 Case Studies: How Sales Go Up When You Stop Selling info@goldmail.com
service we've not expressed desire to buy. No, I don't want to meet you Saturday morning for coffee to listen to your spiel about this new vitamin supplement that will allow me to reclaim my virility and my hair. No, I'm not going to commit to join your once-a-week webinar to hear somebody deliver a canned presentation.
The new consumer is bone-tired of two things. She is sick of being given promotional material - whether a brochure, an html email or rote telephone presentation - that hasn't been contextualized for her specific needs & circumstances. She is equally sick of scheduling her life to make it convenient for you to pitch her. She is just as busy as you, she is juggling just as many priorities, and frankly, she is not particularly motivated to adjust her calendar to meet your timing needs.
2. People Who Don't Want To Get Sold Can Easily Hide I love caller ID. It's so simple and so effective. Don't know you? Leave a message in my mailbox, thank you very much. I love the recycle bin. It feels like I'm doing a public service each time I scoop up the envelopes emblazoned with "Special Offer" or "Important, Time-Sensitive Material" and dump them in the recycle box I have next to my front door. However, I don't love spam, so I will soon get a much more sophisticated filter for my email. That way I won't even have to see it.
It's no wonder open rates for email - even when they come from a company with which you do regular business - have plunged and continue to drop. Mailings, despite being more and more expensive as the Post Office keeps upping the rates, are being vi... [download for more]
