Marketing is about perspective. The moment that lead generators forget about that, they risk pleasing only one segment of their prospect organization but earn the contempt/fear/distrust/bad vibes of the rest.
Obviously, that’s a recipe for a conflicted buyer decision followed by lots of friction and eventually the sort of customer dissatisfaction that you only get when you failed to get a complete buy-in.
What’s the most common way to make this mistake though? It’s assuming that big numbers and big buttons always impress.
This is not the same as saying good graphics design and solid case studies are bad marketing practices. It’s just that if you pitch these without carefully considering the possibility of opposing viewpoints, your sales rep won’t be walking to a sales appointment. They’ll be walking into a deathtrap and your company resources will be brought along with them.
Takes this new feature by Salesforce: It allows users to track noteworthy salespeople for the CRM. From the manager’s perspective, this sounds great! What about the sales teams though? Well, sucks to be them. Now their boss can send them unruly prospects during wee hours of the morning or when they’re on their having dinner with their little loved ones. Your ideal manager’s situation just turned into the premise for the next office comedy/drama.
Here’s what you could be doing instead:
- Always include the human side of things – The problem with flashing big numbers and big buttons is that it ignores something just as powerful: the believability of actual human experience. For your prospect, you need to paint this picture as often as you’d want them to see impressionable metrics and KPIs. When the reality of someone’s experience constantly challenges things like hard data, sparks are going to fly.
- Eat your own dog food – Another way of saying practice what you preach. Sometimes your prospects have already been presented with other impressive numbers by competitors. Distinguish yourself by being the subject of your own technology. Also, don’t ignore the possibility that your business culture could view the involvement of technology a little differently from that of your prospect organization.
- Talk to more people – There are a lot of obvious differences between talking to people and just making a presentation. For example, when you strike a conversation between different business leaders on a particular topic, they will have diverting opinions (such as what makes the best sales person). But as an exercise, your job is to piece it all together and then keep talking until you can confidently say you’ve done your research.
If you’re still one of those people who think there’s a lot of impersonal factors outweighing personal ones in decision making, you’d be shocked. This is no longer the norm. With so much information every day, big numbers and big buttons could be all your prospects see. It could be high time for something different.