For the last few years I’ve been telling business owners that sales and marketing has changed so much because buying has changed so much.
Today’s buyer doesn’t not call up a company and ask for a brochure or salesperson to come calling. Today’s buyer does their homework online, asks their network for suggestions and essentially creates their own brochure.
So much of what we have to do to attract and be found by that buyer is now what we call inbound marketing and sales and it applies across the business in audience development, sales and even service.
That buyer is constantly adding inputs from our creation, their experience and collective experience of our customers and community.
I cover this idea extensively in Duct Tape Selling and for this week’s episode of the Duct Tape Marketing Podcast I visit with Tom Martin, author of The Invisible Sale: How to Build a Digitally Powered Marketing and Sales System to Better Prospect, Qualify and Close Leads to add even more color to the notion.
Martin’s book reinforces many once novel ideas, such as content creation, teaching vs selling and platform building as the foundational sales and marketing tactics they have become.
Any organization, from solopreneur to marketing and sales department, that is not focused on guiding a customer journey through content and personal connection is bound to be left behind in the buyer driven environment we live in today.