Online Sales

One Tiny Change.

If swapping out just a single word in your vocabulary would create enormous positive change in you and those around you – massively shift attitudes and perspective for the better – would you do it?  It will take discipline and consistency to normalize the new word, and it will feel awkward at first.  So…would you make the change?

You just need to start using the word for in place of other prepositions like in and to.

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For example, when composing your team or company mission, you might be tempted to write something like “Our goal is to be the best digital marketing company in the world.”  This may sound positive, but inherently it says there is a contest out there that we will win…we will be recognized…. we will be respected.  Being the best in the world….is about you.

But with one tiny change, your goal becomes being the best digital marketing company for the world.  It becomes about them.  It morphs from self-aggrandizement and recognition to generosity and service.

All day long, sales teams and the in-house marketing, technology and client service folks who support them focus on building and delivering the things that we can sell to the customer.  Small wonder that so many sellers feel a sense of creeping unease in their customer relationships; who wants to be thought of as a seller when selling seems to mean taking?

With the same tiny language change, we turn the whole thing around.  Instead of selling to the customer, we’re selling for the customer…. building for the customer… creating for the customer.  The relationship is no longer a transaction we hope to win, no longer a beauty contest in which we hope to end up with the crown.  It becomes about the work.  About deserving the client’s trust, respect and – ultimately — their investment.

In an age of ubiquitous video and visual overkill, this focus on words may seem dated. But words matter.  And in the culture you’re aiming to create and the career you are aspiring to enjoy, your words will either work against you…or they will work for you.

This Drift was inspired by my good friend Charlie Thomas, legendary seller and digital sales executive who has always been a great source of inspiration and ideas. 

Sales Christmas.

As this is the last Drift of 2017, I want to use it to thank and appreciate the sellers in our industry; the women and men who put themselves on the line every day and who monetize all the great digital content and services that the other 99-plus percent of the world take for granted.  I also want to send along a few gifts – sales ideas and insights I’ve shared with salespeople like you in workshops throughout the year.

The Drift is proudly underwritten this week by Digital Remedy, a digital marketing and technology solutions partner to publishers, advertisers, and influencers. Digital Remedy delivers performance-based and cross-channel solutions to increase monetization and operations potential of any organization while exceeding standard KPIs. Visit Digital Remedy to learn more.

Don’t Tell Me What You Sell, Tell Me What You Solve.  The era of the product describer armed with his dense PowerPoint and techie demo are over. You will succeed because you obsess over the client’s business and marketing problems and start every note, every meeting, every sentence with them.

Presence is Power.  We all live in a multi-screen world of perpetual distraction.  Your customers and co-workers feel alienated, unheard and ignored.  You will be amazed at how much your full, undivided attention and empathy can do.  Once they feel truly seen and heard, most of your job is done.

People Always Buy the Same Thing.  A Better Future.  It’s always been true.  Don’t tell me about your tech or content.  Tell me how my life will be different when we are working together.  And then work hard to live the promises you make.

Action Forms Around a Point of View.  Many sellers are afraid to take a position, to commit, to adopt and defend an opinion in the presence of the customer.  So they wait and see what the customer thinks and then change their own colors to fit the moment.  In doing so they leave their most powerful tool on the shelf.  Your informed point of view is fuel to the client relationship.  Bring it.

You Get Delegated to the People You Sound Like.  In our comfort zones we all speak the local language of tech and media arithmetic.  And we rarely realize that senior customers don’t speak those tongues at all.  So they send us to the people who might understand what we’re saying.  Commoditization ensues.

Do the Math.  Then Show Your Work.  When we estimate the actual size and cost of our customer’s marketing and business problems, something magic happens.  Don’t tell me you can help me be more efficient:  tell me how much money you think I’m losing every month I don’t work with you to fix my problem.  I’m not going to ding you if your math is off.  Show me your work and I’ll help you adjust your numbers.  I’ll also appreciate your vision and lean into our relationship.

#deserveit.  Nothing more needs to be said.

Live and Work in the Present.  The past is all nostalgia and regret.  The future is all hope and anxiety.  None of it does you any good.  The best sellers – the best people – are the ones who stay focused on what’s right in front of them.  If you get sideways or lose your bearings, sit down and make a list of what you’ll accomplish in the next few hours.  Win today.  Be happy today.  Do it often enough and you will build a truly great life.

Merry Christmas, Happy Holidays and a wonderful 2018 to all of you. We never stop thinking about you and send you our very best wishes for health, hope and happiness.

Meet Your Competition.

Working with scores of companies in the digital ecosystem, I end up being the go-to guy on a persistent question:  “How do we compare with the other guys?”

Individual sellers and whole sales organizations demonstrate a serious need to be benchmarked.  There are great companies out there who offer this as a service:  they’ll tell a given company whether they are number one, two or twenty-three in the eyes of agencies or marketers.  Or you can always fall back on whose is bigger (comparing revenues, page views, video streams….whatever.)

But nevertheless, they ask me the question, because I’ve spent close time with many of the companies they perceive to be competitors.  And they really, really want to know how they stack up.

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The answer is simple, if also a bit frustrating:  If you’re measuring yourself against any competitor, you’re embracing ambivalence and courting failure.   Give power and currency to someone else and you immediately make it all about a company and a sales team and issues that you have no control over.

The right approach is to localize the questions:  Given our resources, skills, voice, capabilities, scale, etc., what is the best we can possibly be?  How might we become indispensable to this customer at this critical time in their business?

Tell your team (or tell yourself) to stop comparing your insides to other companies’ outsides.  The more you obsess about your ‘competitors’ the more you stop paying attention to the customers whose money you hope to earn.  Your competition is you….your benchmark is your potential value to the marketer.  All the rest is noise.

When a member of her staff would ask Oprah Winfrey about the latest guest that Jerry Springer or Arsenio Hall or Sally Jesse Raphael had booked, she always offered the same admonition:  “Let them do them.  We’ll do us.”


Stop…Drop….Start Over!!

You there!  Yes, you!  Drop the mouse and back slowly away from the keyboard…hands where I can see ‘em.

Sure, sure…I’ve heard it all before.  You were just going about your business getting ready for one of those “sales calls” that your boss likes so much.  You finally wore down that 29-year-old Media Sup to the point where she agreed to “get the team together” for a sit-down next week.  And now you’re making sure you’re armed to the teeth and ready for battle.  You’re pasting the customer’s logo onto the front of a hefty PowerPoint that has it all:   company intro….partner logos….all your products….case studies….even the obligatory Questions? slide at the end.  You’re even packing up a few gifts to make them all feel engaged and included:  a little swag to grease the skids.

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But I just can’t let you go through with it.  I’ve seen this movie and I know how it ends.  It’s Fatal Attraction and you’re Glenn Close; it’s Thelma and Louise and you’re both of them.  In the name of all that’s holy, stop now and start over again!

Too many of our sales calls end up with both parties simply falling into their assigned roles.  Both the seller and buyer know they have to have a certain number of meetings, and they end up in the business equivalent of a bad blind date.  You share the same space, make polite but disinterested conversation, and part with some vague talk of keeping in touch or sending something.  It doesn’t have to be this way.

What is the meeting going to be about?  If you haven’t proactively identified a business or marketing problem and centered your entire meeting on it, then you’re simply another rep doing another “catch up” call who’s hoping for some of their money.

What exactly to you want to happen?  Write out the words of your closing “ask” before you walk in.  If you don’t know what you want to happen, you’re certainly not going to get it.  The right people might not even be in the room to give it to you.  Any answers that include words like updateeducation or evangelism are just too soft and meaningless.

What are you telling them that they don’t already know?  If you’re armed only with the information that the buyers themselves have given you, then you end up being another rep who’s describing their own product, rather than one who’s prepared to make something new happen.

Do you really need that PowerPoint?  People really looked forward to seeing PowerPoint decks….in 1995.  If you’re seeking a real, genuine conversation, then a piece of paper with some observations about the account is a better bet.

How will you use the first 90 seconds of your time together?  Sales calls have something in common with fistfights.  How they begin goes a long way in determining how they will end.  Hyper-awareness and presence right at the outset can change the entire character of a call.

If your sales calls are feeling less than fulfilling, look hard at your own approach.  You just may be sleepwalking into mediocrity.  You deserve better.

Before posting this week, I stopped myself.  I looked back to 2014 and decided this post deserved a second airing.  If it wasn’t new to you, I hope it was a good reminder.

Great Meeting!

A sure fire way to induce a room full of sellers to make that confused Scooby Doo face is to tell them you want them to stop having great meetings.


Years ago one of my bosses had a bellyful of great meetings.  When he asked about the outcome of various customer meetings and sales calls, every rep seemed to come back with the same evaluation.

Great meeting! 

He finally couldn’t take it anymore and came out with one for the ages:  “Stop telling me you had a great meeting!  Tell me what happened!  Great meetings are the comfort of the weak seller!”

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While not known for subtlety, he had a point.  Far too often, these great meetings were great because neither side really committed to anything beyond general positivity and hope that things might work out some day.  No one was disappointed because no one really asked for anything.  The rep described his offerings while the client described her goals.  Everything was friendly and congratulatory.  There was much positive head nodding about things like alignment and complimentary strategies.  There was a nod toward speaking again at some future juncture when a budget or objectives will have arrived.  Hugs were exchanged at the elevator.

Great meeting.  Then….nothing.

What my boss understood many years ago in an era of four-color bleed pages and 15% commissions is just as true – and even more urgent – today.  All these great meetings are hurting us three ways.  First, nothing actually gets sold.  Second, we’ve needlessly extended an already long and meandering sales cycle.  And finally, we’ve injected an element of false hope into the pipeline where it doesn’t belong.  Hope is a wonderful human quality but a really shitty sales strategy.

Instead of having great meetings, reps should go in with urgent, specific business problems they can help solve.  They should have a specific course of action to recommend and be able to say just what that course of action would cost the customer.  And they should ask very specifically for the action they want the customer to take.

You may not get a hug at the elevator, but you’ll start having real conversations, better forecasting, account progress and better sales.

Now that’s great.