Sales, marketing, and social marketing attempt to place solutions and create relationships by supplying great content, discovering likely prospects, and creating trust. Unfortunately sellers end up closing a small fraction – less than 5% - of those they reach, and marketers and social end up wasting a lot of time and don’t often meet their goals. What’s causing our failure? And is there one solution that can enhance all?
PROBLEMS WITH OUR CURRENT THINKING
Here’s a bit of flawed thinking that exacerbates the problems:
Sellers believe prospects are folks who SHOULD buy rather than those who WILL buy. It’s possible to know very early if the prospect CAN buy;
Marketers believe that content is king, that offering the right content at the right time enables a buying decision. But we don’t know the role the reader plays on the Buying Decision Team, how or when the content is being used, and if it’s making a difference in the buying decision (i.e. it might be just a resource);
How Sales, Marketing and Social Can Facilitate the Decision Path is a post from: SharonDrewMorgen.com
http://sharondrewmorgen.com/how-sales-marketing-and-social-can-facilitate-the-decision-path/