Thursday, September 01, 2005

A Brochure Can't Make A Cold Call

Everyone has opinions about marketing and sales, regardless of their role in the organization. Many people who have never worked inside the marketing department are quick to throw stones at the marketers, but are slow to have suggestions that will add value to the company's strategy.

Those who are notorious for tossing grenades are often sure they have all the answers. They seem to think that a design change to a brochure or a full-page color advertisement will make the phone ring more frequently.

Sadly, brochures and advertisements do not sell professional services,....people do. While it is important to have good marketing materials, sales will not happen by magic....NO MATTER HOW GOOD YOUR MATERIALS ARE!!!

I have a friend who is in sales for a large technology company. He does not tolerate his fellow sales professionals complaining about things like management, marketing, advertising, PR or the competition. His philosophy is that the sales team is there to sell, regardless of all the other stuff, and that a good sales person can sell in spite of what goes on around them (he is right).

My friend never has disparaging words about his company, co-workers or competitors. He just sells his products and services....and earns hundreds of thousands of dollars per year doing it. He believes that everyone should find a way to be part of the solution, not part of the problem.

How about you? Are you part of the solution?

I am planning a series of posts to this blog called "Four Days to Better Team Work" that will focus on this issue. Rather than find fault in those with whom you work, what would happen if you identified the strengths and weaknesses of everyone.....and then made it possible for everyone to utilize their strengths? I think you would see more sales and have a much happier workplace. Stay tuned for Monday (day one).

Have A Great Day.

Thom Singer

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