The Screwtape Emails V – The “Know it All” Deception

    The Screwtape Emails V – The “Know it All” Deception

    Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    There are right and wrong ways to go about marketing, and the pitfalls are many. A lot can be learned by seeing how not to manage your marketing. This original blog series weaves together an entertaining story that will help you navigate 21st-Century marketing with a view from “the dark side,” as “Screwtape” teaches his apprentice “Wormwood” via email how to sabotage your marketing. Enjoy…

    PART FIVE:
    To: Wormwood
    From: Screwtape
    Subject: The “Know it All” Deception

    My dear Wormwood,

    I’m going to lie to you.

    “The businessperson is the best person to sell their service or product…”

    This falsehood is so burrowed into the minds of businesspeople that it’s often considered a point of common sense. The thinking is that it takes expert, intricate knowledge to effectively reach the consumer. Keep this delusion strong in the Patient and we can sabotage his sales.

    The disgusting truth is that the opposite is often the case—the business owner or specialist not the best person to connect the product with the people. Why? Because the expert is almost always too close to his or her subject matter to effectively sell it. For one thing, they have an inherent bias toward their own business that can come across as less than sincere. Secondly, an owner or expert will almost always use jargon the average person doesn’t fully understand or—closely related—not understand which specific knowledge their audience lacks. Conventional wisdom is to write at the 6th-grade level to keep it simple and understandable. (You must convince the Patient the opposite: that people will be impressed by fancy words and displays of deep product knowledge.)

    So, who is best to sell a product or service? In a word, an outsider. Specifically, someone with sales skills, but not an expert in the field.

    When casting the lead antagonist for the 6th Rocky movie, Rocky Balboa, Sylvester Stallone chose a real boxer over an actor. He explained that he’d rather train a boxer to act than trying to teach an actor to box. In like fashion, it’s easier to inform a salesperson on the essentials of a business than trying to teach a businessperson to sell.

    The main advantage to the outsider is that he or she will see the product or service from the point of view of the consumer, by default. The salesperson will have to “dumb it down” to learn it and in the process, will develop the perfect approach to sell it to consumers. (Of course, the salesperson will have to rely to at least some extent on the knowledge of the client to verify accuracy in the message.)

    The upshot of all this, my dear Wormwood, is that you must at all costs lead the Patient into the “know it all deception”: to believe that he who knows the best sells the best. In this way, the marketing and sales professionals who actually have the training and experience to best connect the business with the consumer, will be disqualified.

    Teach the actor to box, and neither the acting nor the boxing will be good—pretend boxing isn’t boxing. But teach a boxer to act, and they won’t really have to act at all, because they are doing what comes naturally.

    Keep this analogy to yourself, for obvious reasons.

    Your affectionate uncle,

    Screwtape


    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

    SalesFish B2B Telemarketing Services

    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales
    Is Artificial Intelligence the “Magic Bullet?”

    Is Artificial Intelligence the “Magic Bullet?”

    Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    A.I.…A.I.…A.I., has anyone heard this acronym recently? Anyone, anyone? (LOL!) Yep, there certainly isn’t a lack of conversation and enthusiasm when it comes to the new “outer space” of A.I. and Virtual Reality. Like most business professionals, we appreciate new technology when it adds to the productivity and profitability equation, without miring us in extra useless activities.

    I’m sure you can relate, but I sat in on a A.I. sales support Webinar last week, and for 45 minutes the presenter droned on about the features (not really benefits) of how their A.I. product could serve a sales professional. OMG, talk about being stuck in the weeds! The presentation could have been twenty minutes instead of an hour. The presenter used very eclectic terms, and seemed to think his product was some sort of “magic bullet,” rather than a helpful sales tool.

    Early on in my career, I used to succumb to the ether in the room regarding new technology products. In time, I stepped back to take a second look and ask the question, “is this REALLY going to serve us and our bottom line?” Eight times out of ten, the answer was no. It all seems great at first glance, but we don’t need any more distractions in the sales cycle from what should be a simple, pragmatic process. I’m not trying to diminish those who enjoy a sophisticated sales cycle, but more often than not, a tenured sales team will pull away the minute they see added sales steps that waste their time.

    Here’s the key takeaway: People buy from people they like, not robotic transaction-driven sales professionals, which is why at “The Pond” we always keep relationships #1 in mind.

    What are we really doing in this life if we take the whole human relational factor out of sales? Yes, we love and use A.I. here at SalesFish, but we also recognize it’s a tool, not a magic bullet. The magic bullet is the people in our not-so-ordinary day-to-day work life who drive us crazy, but at the same time make us laugh—the people who are here to offer kind and encouraging words. Without that human interaction, life is empty.

    Call SalesFish today and our high-touch, dedicated team will assist you in assessing your strategic sales goals, and the marketing and sales tactics best suited to your specific needs. And, yes, we will also advise you on the best A.I. tools that actually work and complement the real people in your business!


    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

    SalesFish B2B Telemarketing Services

    SalesFish Net of Sales Services:

    • Outsourced Sales
    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales
    The Sales Frontier 3.0 – Outsourced Sales…

    The Sales Frontier 3.0 – Outsourced Sales…

    Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    Outsourced Sales

    The corporate landscape has changed dramatically in the last decade, including perspectives on what “best business practices” really means to an organization.

    In 2017, we are operating in a business ecosystem that is considerably different than that of just six years ago. Companies have become much more agile with the adoption and progression of cloud-based technologies. If you were relying upon a LAN, WAN or telecom system based on some sort of legacy system, poof, those days are gone forever.

    Every productivity tool that a world-class sales professional would need to be successful in their job today is now readily available through a variety of cloud-based applications. This means sales availability and connectivity are real-time…anywhere…at any time.

    This accessibility also plays a significant role in the recruitment of talent. Accessing and utilizing talent is not limited to a specific geographical location. Progressive organizations are flourishing by casting a wide net and not limiting their operation to the confines of “brick and mortar” facilities. This is all made possible through major advances in sales tools and technologies.

    These technology advances are also causing companies to change their paradigm on expanding outsourcing sales activities for various “touch points” in their sales cycle. And in some cases, even considering outsourcing the whole sales cycle.

    At SalesFish, we embrace the fact that companies are in business to increase profits, and in some cases, stock valuation. This drives our unapologetic insistence on a strategic approach to maximizing your internal resources as well as efficient and productive outsourcing. For us the end game is always lowering the operational cost necessary to produce sales.

    Reducing costs is one of the more attractive advantages of outsourcing the sales function. We receive dozens of calls from senior executives every week looking at the concept of outsourcing sales because they’re frustrated with trying to maintain a performance-driven sales force. Our encouragement to them is that if they can’t maintain a performance driven sales culture, then that’s a green light to seriously consider outsourcing some portion of their sales process.

    The only caveat we would add is: DO YOUR DUE DILIGENCE! There are dozens of sub-par, smile-and-dial telesales organizations that are willing to take your credit card over the phone while promising you the world. The problem is that often they are more interested in your credit card number than they are in fulfilling their promises. Remember, sales is the lifeblood of your company’s success, so don’t be penny wise and pound foolish. The best value is always going to be a partner that is committed to performance and delivering results…


    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

    SalesFish B2B Telemarketing Services

    SalesFish Net of Sales Services:

    • Outsourced Sales
    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales