by Randall CraigFiled in: Blog, Business Development, Make It Happen Tipsheet, TrustTagged as: Digital Strategy, Marketing, Relationships, Sales
How long does it take to make a sale? And is it faster using traditional marketing and sales techniques, or digital-based ones?
In traditional marketing and sales, advertising informs prospective customers about a product or service. Those who have a need show up and make their purchase.
In the more sophisticated business-to-business sales process, it’s pretty much the same: find prospects and tell them about your products and services. Address their objections. Those who are ready to buy will buy, while others won’t. The whole paradigm is based on identifying prospects, informing them, and selling them.
Best of class digital marketing is based on engagement – the conversation – and developing the relationship. Only when the relationship is strong enough – when there is trust – will there be a possibility of a sale.
While the best traditional marketers will say that this is absolutely true beyond digital (and they are correct), it seems that when it comes to online, this is completely forgotten. Or was never learned in the first place.
Do any of your online activities shout Buy Me? Or do they seek to improve your credibility and grow your relationship? This week, make sure everything you do falls into the second category – not the first. How long does it take to make a sale? It depends on how quickly you earn it. Trust takes Time.
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