Tech Will Not Help You Sell
I got into an interesting little debate this week about sales tech, and I'd like to explain my point of view.There are a lot of salespeople looking for answers right now, and I think we’re all in front of our screens a little more often than we’re used to. But as you look to bring your business out of this funk, make sure you’re focused on the right things.
There are millions of apps out there that promise to help you reach more people with your message, turn more of them into leads, convert those leads into paying customers, and keep the whole process organized. #digitaltransformation is a beautiful thing, isn’t it? I’ve picked up a few myself over the past few weeks, including one for video transcription/closed captioning and another program to host audio programs.
It’s tempting to look at new software and the possibilities that come with it, and feel like it’s the missing link between your current state and all the sales you want to make. Every spring the golf equipment companies come out with new drivers that will help you hit the ball straighter of the tee too…
Sure, some new toys in the bag will help. You may reach a few more people, get their attention, and have some more conversations, but what kind of conversations will they be?
I don’t think tech helps you sell. I think tech helps you scale.
Are you able to conduct good discovery sessions? Is your messaging on point? Do you have good product/market fit? Are you able to create the necessary tension to encourage your prospect to act? Are you asking for next steps?
There is no app to help you there, at least not one I’ve found, and those are the things you must be able to execute in order to sell more.
There are too many sellers who are concerned about reaching 1000 people at a time who couldn’t effectively conduct a sales process with one person in front of them. If software helps you reach more people, then how are you reaching them, and with what? Ineffectiveness at scale is still just that- ineffective.
The high handicap golfer doesn’t need a new driver. He should spend that $400 on lessons with someone who can help him hit the ball straighter with the clubs he has. Someone who can help him understand the fundamentals of the golf swing.
Similarly, sales organizations should make sure they have their own fundamentals down before they make major investments in scaling. Equip a good seller with everything she needs t reach more people, and you’ve got a quota-killing top performer. Give a mediocre rep a $700/month tech stack, and you’ll still wonder why he isn’t closing more business, even with all of those tools.
Focus on what matters, then build from there.
This has stirred quite a few salespeople up as I've been talking about this. Want to get in on the discussion? Head over here and tell me how you feel.
Jeff Bajorek
Real. Authentic. Experience.
There’s a big difference between knowing how to sell and being able to. Jeff Bajorek spent over a decade in the field as a top performer. He’s been in your shoes. He knows what it will take. He can help you succeed.
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