Inbound Marketing

While the tools have changed, information is available in the blink of a click, and leads are in huge supply, people, at their core, have not changed the way they buy.

Sure, they may be meeting with or speaking with salespeople later in their buying process.  Sure, they may take longer to make decisions.  Sure, they may be more diligent about spending their money.  But the one thing that has not changed is that they still have some motivation – some compelling reason – to spend their money and spend it with you instead of someone else.

The rush to embrace inbound marketing comes with a false sense of security and a poorly grounded belief that the sale is somehow easier, faster and more demo-centric today.  

Why do salespeople still do the things they used to do, even though those things don’t work anymore.  For example, why do salespeople still sell transactionally when presenting/demoing, quoting/proposing and closing yields a 10-20% conversion ratio?  Even if they were in hiding, everyone must have heard by now that a typical B2B sale requires a customer-centric consultative approach.