The other day at the Sales Performance Summit, fellow presenter, Tim Hurson referenced an old Russian proverb; and I am paraphrasing:
” Nine pregnant women for one month do not make a baby.”
It reminded me a lot of many people in the revenue process. I say revenue process, because people in both sales and marketing say silly things, often causing the loss of revenue instead of enhancing the experience and leading to results.
Having watched many presentations and webinars, you see people falling into the trap of citing a string of unrelated facts that they believe will make for the truth, when in reality, they make for a string of unrelated facts and a loss of credibility with anyone listening.
I had a chance to take in a presentation from an expert making the case for how much things have changed, and that everything is being disrupted, and if you are not disrupting, blah, blah, blah. I mean really, when has that not been the case, just ask the horseshoe maker, and the guy who used to deliver ice blocks for the ice box in your granny’s kitchen. Another example of this intellectual masturbation, is when they cite facts that have been around for ages, as proof of change.
One example this person used was the fact that that over 80% of the companies that made up the Fortune 500 are no longer there. Not entirely true, as many are there in merged or reformed entities. Their argument is that this the fact that it is no longer business as usual, we are in the age of business unusual. Well I am sorry, when has there been a state of business as usual. Walk down any main street and see if the same store dominate as 25 years ago. Seems to me that a whole bunch of banks and investment houses disappeared in 2008, little to do with technology, millennials, or any new trends, same old corruption and rip offs.
The velocity of change has changed, but that change has been balanced on both sides, sellers are keeping up with market evolution and buyers evolving habits, and in many cases shaping and leading them. Same thing causing and allowing buyers to evolve are there also helping the seller evolve, just look at Amazon, Apple, Uber, and others that have led the buyers to do things, rather than the other way around.
As a seller you should take two things from this. Buyers will follow if you make sense. Just because it sounds good, it does not make sense. And if the buyer smell the BS, you’re fried, no matter how interactive or mobile friendly you are.
But they kept going, so let me share. Making the point that 2/3 of searches are now done on mobile devices, they couldn’t resist say that despite the number one search was still for pubs and bars, confirming that while people may change their method of searching to the most convenient and easiest mechanism, the underlining motivation has changed little.
Because it sounds good in a boardroom or focus group, it does not really going to help you sell. Another innovation that was supposed to enlighten us was the movement to benchmarking your company not against you peers, but other industries. Example given, two organization who apparently benchmark their timing/speed, against an F1 pit stop’s time for changing tires, seems they do that now in less than 3 seconds, vs. 67 in 1950, not sure what the point of that was other than ya, it’s faster. Oh what they failed to mention, in 1950 you can only have 4 crew members work on the care, whereas the 2013 example they were comparing it to had 18 crew members hands on car. But the belly laugh came when they told us about how now West Jet is benchmarking their turnaround time on the ground at airports against this. Further that operating rooms are also benchmarking themselves against the F1 pit stop. I don’t know about you, but given that the jet liner is already built on components provided by a lowest cost provider, I somehow wouldn’t mind if the pilot and crew took an extra minute on the ground, and take that walk a little slower to ensure that we don’t crash faster than we did in the 1950’s. Or that the surgeon take a couple of extra minutes before sowing me up. I know time is money, but there is cost to instruments being left in your body, and the cost of retrieving them.
The only purchase that resulted in this was me increasing my coverage to cover the downside of speed surgery.