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Outbound marketing vs. inbound marketing. Have you changed?
The way I learned.
Over 20 years ago, I hit the streets as a newly minted outside sales rep for a copier dealership. I started doing what every newly minted rep does, I started to cold call. I walked into every office of every business I could find. My goal was to chase after every sale I could find.
After a while I got to be pretty good at it. I also thought there has to be a better way than this.
There is. It's called web marketing.
I changed because the customer changed.
Everything is different now. The buyer chases the sale, on the buyer's terms.
Then I did what is now call interruption marketing or outbound marketing. I took the whole sales sales effort to the customer, interrupting them to get there attention.
Now because all of the information the internet puts in front of us – websites, search, social media channels and email – the whole sales process has flipped. It's now about web or permission or inbound or digital marketing, call it what you will. I call it completely different. The customer is one in charge. They move through the sales cycle evermore at their own pace. That's quite a flip.
Now the decision of what buy is often made before a sales rep even walks into the customer's office. The customer probably has already done the research through the search engines, been kept update through emails, got the questions answered from various websites, looked over there reviews from social media and is ready to close the deal with a simple meeting or select the button that says buy. The rep is often there to just seal the deal.
Have you kept up with the changes?
Fortunately, I embraced the change and wanted to become part of it. Yet, so many firms are unprepared to deal with it. This is where we can help.
We want to you to be found where ever your customers are looking. We want to make sure it is your firm embracing the way it has to market itself and getting the business.
If you want to make sure your customers find your business, click the button below. We'd love to talk to you.