A Brochure Can't Make A Cold Call
A Brochure Can't Make A Cold Call By Thom Singer 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?
About the author: Thom Singer is the author of the new book "Some Assembly Required: How to Make, Keep and Grow Your Business Relationships" (New Year Publishing 2005). More information at www.thomsinger.com. He can be reached at thom@thomsinger.com.
