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Old School is Cool

Last updated 7 years ago

Read this great post by my colleague James Smith about the "old school" sales process.  Here's a taste...

"People do business with people who do business.  They want to have a conversation with a professional.  And, people do want to be sold on why they should do something.  People who deal with sales people on a consistent basis appreciate sales people who practice the art of listening, understanding their needs, providing a solution that can help them and most importantly, people who want their business.  That has been the same for generations and will never change.  Being a sales person is about all of the above mentioned statements and being true to one's self and your profession."

I'm proud to be "old school" just like James, but on the marketing side.  I believe in starting every project or product launch with the foundations of marketing -- things like customer needs analysis/segmentation (what problem are we solving for whom?), brand personality, positioning, value proposition and competitive differentiation all baked into a key message document.  Too many marketers these days skip over these steps and go right to execution in the name of speed to market.  But they're just being lazy and inevitably the project takes twice as long and the results are half as good.  The bottom line is that the fundamentals of excellent marketing have not changed in decades whether it's 1.0, 2.0 or 10.0.  

 

 

 

 

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