We hate being sold, but everyone loves a story
I had an epiphany last year after attending a 2.5 day Mike Bosworth Story Seekers seminar. Several weeks after the event, I was in a role-play with a client.
Earlier this year my colleagues and I met with a number of Channels Sales VP’s. We believe channel sales to be a major opportunity area for WittyParrot and we were keen to interview leaders as we at sought to understand some of their problems.
The executives interviewed were a mix of B2B hardware and software vendors and are market leaders or are fast becoming leaders and they share remarkably similar problems.
Every channels VP we interviewed had an objective to enable the channel to sell more. The number one problem in all of our interviews was that the channel is comfortable selling to established demand but unable to open new accounts.
Much has been written on content marketing and the need to treat content as a strategic asset of your business.
I want to expand on the original idea in Joe Pulizzi’s blog Why Your Enterprise Needs a Content Mission Statement, because it only mentions marketers. As a sales person and a marketer, I have a problem with the invisible line that separates sales and marketing content – it’s not visible because it exists in people’s heads as a result of their silo’ed upbringing in either sales or marketing.