Content marketing won’t close the sale

Marketing and sales are different!

 By David Tovey

David Tovey Content MarketingContent marketing works. It can put you on the map as the ‘go to company or person’, build your credibility, help you to build trust and relationships before you try to sell and can generate enquiries from prospects who become your dream long term customers or clients.

High impact, targeted content marketing campaigns can motivate senior decision makers to meet you.

But

Content marketing will never motivate someone to buy from you.

21st century marketing by its very nature is process and data driven. It requires project management and a logical approach – directing valuable and useful content to specific audiences. Anyone who has to meet potential buyers face to face really needs to understand content marketing and how it has changed the role of salespeople.

At the same time marketers need to understand that no matter how good their content is it will not gain commitment from a potential customer or client to make a purchasing decision.

Gaining commitment (closing) is about emotion not logic

To gain commitment from a buyer you need a real live human being who understands how to communicate with (Continue Reading…)


A first class team building experience

Six strangers become a crew

By David Tovey

Cowes_weekI was fortunate to be able to spend five days in early August sailing on the Solent during Cowes week.

During the week, as we sailed during the day and at night, it reminded me yet again about how much can be learned about teamwork and leadership on board a small sailing boat – and how similar sailing is to running a business team.

The Solent during Cowes week is an extremely busy stretch of water.  Hundreds of racing yachts and leisure craft come together for seven days of racing and nautical fun during the first week of August. It’s a fun environment that needs serious attention to the safety of your own boat and that of others. The sea can be a very dangerous place to be if a boat isn’t skippered and crewed well.

The crew I was part of on my most recent nautical challenge had never met before. It consisted of a South African, an Italian, a German and three Brits. A crew of six that had come together to achieve one main objective – to get a 40ft sailing boat to operate safely in one of the busiest stretches of water. (Continue Reading…)


Five reasons you won’t win business

What to do when buyers are not saying ‘yes’

By David Tovey

Success_FailureThe famous Zig Ziglar once wrote that there are five obstacles to gaining a sale, no need, no money, no hurry, no desire, no trust.

Many organisations at that time went about developing training courses to overcome ‘objections’ under each of the obstacles headings as they sought to find short cuts to closing a deal. In my own sales career I was even provided with an encapsulated A4 sheet of ‘smart’ responses to reel out anytime a customers indicated they had no need, no money, no hurry, no desire or no trust. Each time I look at that sheet I’m embarrassed by how manipulative and sometimes less than truthful some of the techniques were.

The five reasons you won’t win business still apply, how you deal with them in the 21st Century needs to be different.

A 21st Century response required

In the 21st Century when a seller pushes a product or service or uses any sales technique then todays buyers automatic response is to resist. Today’s buyer is just too sophisticated and aware to be taken in by persuasive sales or marketing techniques. (Continue Reading…)