"The Internet and SEO have diminished our aggressive sales efforts, while wasting time, money, and inducing passivity and magical thinking into marketing campaigns," says Dr. Gary S. Goodman, international consultant, keynote speaker and sales pro.
Online PR News – 08-January-2010 – – Remember that cool sports movie, "Field of Dreams" with Kevin Costner?
Costner's character heard voices entreating him to build a baseball diamond in the middle of a cornfield, a place where Shoeless Joe Jackson and the ghosts of the Chicago White Sox could come back to life and redeem the scandalous rigging of the 1919 World Series.
The famous line he heard was: "If you build it, he will come;" meaning Joe and other ballplayers would miraculously show-up and play in his backyard. He stopped planting corn, and waited and waited. In fact, he waited more than a year. Finally, he and the boys put a game together.
Unfortunately, millions of businesses have succumbed to a similar fantasy, that if they built web sites, engaged in a lot of costly search engine optimization, and then waited, big sales and fresh customers and clients from around the world would spirit their way to them.
According to Dr. Gary S. Goodman, President of Customersatisfaction.com and best-selling author of 12 books and more than 1,700 articles, the Internet has been one of the biggest mistakes, or if you prefer, worst investments of the last decade.
He says, “Believing that electronic brochures, which is what most web sites really are, would enable us to diminish our aggressive, proactive, traditional sales efforts, has been a very costly boondoggle, wasting time, money, and worse still, inducing passivity and magical thinking into our marketing campaigns.”
With sales lagging and the economy in a funk, “No longer can we enjoy the luxury of self-delusion. In a super-slow economy, we need to speed-up our sales game.”
Like a football team facing a one-minute clock, our job, according to this top convention speaker, is to score with a hurry-up offense, taking no time outs, running only those plays that will march us down the field to victory.
How can we do it?
“Starting yesterday, we need to Reach Out & Sell Someone, by swarming the phones, making cold calls, dialing for dollars, and by seeking the appointments, new relationships, and larger, qualified prospecting base that will bring those dollars in,” he advises.
Does that mean more dumb calls from places you’ve never heard of?
“Unlike yesteryear's telemarketing,” Goodman says, “We need a smarter, faster skill set that will shorten decision cycles, by blending strategic voice mails, emails and guided web browsing while we're on the line with potential clients and customers.”
He thinks of it as a balanced attack, like passing and running in football. Adding the phone to our sales mix, now, can get us off the sidelines and help us to win business like never before.
"If you need sales, this is the time to make them happen, because as we've seen, passivity doesn't work nearly as well as proactivity, in keeping our businesses alive and thriving," he urges.
Goodman sets up lead-generation, prospecting, sales, and inbound and outbound telephone selling and customer service training programs around the world. He can be reached at: email@example.com.
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Dr. Gary S. Goodman is a top speaker, sales, service, and negotiation consultant, TV and radio commentator and the best-selling author of 12 books, including REACH OUT & SELL SOMEONE and YOU CAN SELL ANYTHING BY TELEPHONE! He conducts seminars, consults and speaks at convention programs around the world. His new audio program is Nightingale-Conant's "Crystal Clear Communication: How to Explain Anything Clearly in Speech & Writing." His web site is: http://www.customersatisfaction.com and he can be contacted at firstname.lastname@example.org.