Years ago, in CRO or CEO roles, I was involved in buying tools, training, consulting to help improve the performance of our teams. While we had people assigned to drive most of the process, inevitably, I would be involved in some of the final presentations. In each of the presentations, I would ask one thing, “Show us how you are using your tools to help you sell to us.” For example, if they were selling training, I’d ask for a call plan or a deal plan or an account plan. Of if they were selling technology, I wanted to see how they were using the technology in their engagement strategies.
And you know what I’m about to share. The majority of the time, they couldn’t do it. Once I was talking to three vendors about some training, I asked for their call plans. Only one could show me a call plan, they got the business. Another time, we were looking at technology, they were demoing the technology that would help our sales people be more productive, I asked them to demo it using what they had about our company. They hadn’t updated or used their CRM system, and they couldn’t show how they were using the technology to help them sell to us.
If you aren’t using the tools you expect us to use, why should we pay attention?
Sadly, it hasn’t changed much. Every day, my inbox is filled with announcements and offers from vendors of selling technology. Many of the vendors talk about their ability to tailor the messages to the unique issues the customer is facing, increasing the relevance to the customer. Yet none of these messages is tailored.
Often, they talk about using the tools to be more selective and pinpointed, intercepting the prospect at what is likely to be the right time, to maximize relevance. But those same vendors, seem to think I need to hear 2-3 times every day about their products. That’s every day. Since the end of February, one of these vendors, leveraging their targeting technologies has found the need to send me over 100 emails. And they have been doing that for several years, I just went back as far a February to count.
Another vendor, demonstrated their precise targeting when I signed up for a webinar. I always expect to be inundated with follow up requests. But this time, I was getting, “I hope you enjoyed the webcast, I’d love to talk about how your can apply these approaches in your organization,” request days before the webinar.
And all of us are inundated with emails from people wanting to help generate leads. They talk about their precise targeting, their research and the results they get. One recently said, “We can help you target and engage car wash owners, dramatically increasing your pipeline…..”
Look at how, or if, these vendors are using their tools in selling to you. Does their practice demonstrate the way you would like your teams to engage your customers and prospects? Are they using their tools to engage you effectively, if they aren’t that should raise concern.
If you are a vendor, use what you sell! And demonstrate how that is improving your ability to connect effectively and impactfully with your prospects and customers!
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