Tuesday, May 31, 2011

It's Not Free

I recently had the experience to work with a company that emphasized a point that has always struck a chord with me.  They spent over a year paying to develop new technology, file patents and build other sides of the business.  When it came to selling their new product, the sales strategy was non-existant.  They thought they would just walk out the door and hire 40 commission sales reps to tell their story and generate sales.  That is short cited.  You might get a few sales, but you aren't building a brand.

How can you spend time, money and energy building a business and not have a concrete sales plan?  The other problem is that people who are not in sales/marketing, think a monkey can do it.  It's a science and those of us in the field have allowed it to be commoditized.  Lawyers charge you to have a chat, PR professionals start the clock at the beginning of the meeting and web developers don't start writing code until a check arrives. Why are you expected to work for free?

With the advent of social media, you have all been given a second chance.  Social media highlights the science of marketing and sales.  It also merges the two disciplines together like never before. Many people don't understand how it works,  just that it does.  Don't give it away.  It is our job to stress to our partners that all the pieces of the process are equally as important.  With the dramatic changes in marketing over the past few years, the leverage is back in your hands.  Use the tools you have and make sure to tell them "it's not free".