Sales and Marketing in the New Millennium – A Different Kind of Pressure

Creating a successful commercial enterprise calls for various training, making plans, research, and a bit of luck. But the one function of any profitable business, large or small, is that they have customers! The legendary Henry Ford once said, “It’s now not the business enterprise which pays the wages. Employers only manage the cash. It’s the customer who pays the wages.” It makes the entire feel. So, to promote, carry, and maintain those customers, each corporation must first find clients, no matter what industry or area they may be in.

The creation and achievement of an income and advertising arm can, for that reason, be the main determining issue as to whether or not a corporation survives or is vanquished or flourishes. The bottom line is, and has constantly been, that there are no customers or clients without income and advertising and marketing, consequently, no sales. It then stands to cause that without revenue, there is no survival. Now that we are clear that income, advertising, and marketing are indispensable, allow us to evaluate where they started, discuss where they are now, and gaze forward to where they are going.

A super author as soon as stated, “I locate it beneficial to keep in mind all of our lives via promoting something.” OK, how many of you guessed Zig Ziglar? (If you do not know who He is, you’ve never been in income or are just not paying attention now!). How many thought Tom Hopkins (see above)? Maybe now not an income guru, perhaps it became the incredible Napoleon Hill, who wrote one of my favorites, Think and Grow Rich, proper?


Maybe it turned into a movie, man or woman, like Gordon Gekko (Michael Douglas’ unscrupulous man or woman in “Wall Street”)? You’re now not even near. It’s no longer a person from the 20th Century nor an American! Would you agree that it became the prolific Scotsman who penned Treasure Island in 1883, Robert Louis Stevenson? So, even earlier than the Industrial Revolution, the significance of income was evident.

If you think about it, even if you aren’t in the promoting profession, you sell daily. Are you determined? Yep, you are in income! Trying to barter your seven 12-month-old to visit mattress, eat their veggies, or the myriad different troubles you face makes you a salesperson. Dating?

Oh yeah, income. You seek to persuade this person that you’re the perfect, compatible mate for them, whether or not it’s miles for that nighttime or an entire life. Looking for a higher grade on a take a look at in college? Interviewing for a new process? Pulled over for speeding? You get the idea.

In the olden days, we’ve heard many testimonies that make us giggle. Like within the Old West, men could journey from city to city in their mysterious wagons with “magic” elixirs, weird drugs, and even rainfall to drought- farmers. Ever heard the word “snake oil salesman”?

That’s proper out of the time the West changed into a lawless wasteland. So, the selling career surely didn’t have top-notch recognition; the active and pleasing income pitches from time to time have been just as empty because of the piggy banks those charlatans left in the back of. It got a piece better after the flip of the century, particularly with the Industrial Revolution.

Very common, he changed into the “visiting salesman” who went anyplace he needed to make someone purchase something. While more respectable than their Old West predecessors, various have observed the problem in many exceptional instances. I’m sure you have heard the one about the journeying salesman and the farmer’s daughter, right?

But those men have been the face of the organization they have been selling for, and it seemed that it didn’t matter how they got it executed; as long as the income has been coming in, heads have been turned.

What strategies had been used? Well, of the route, being antique faculty, you’ll have utilized such things as a stocked pattern case, a nicely maintained ledger, and loads of shoes. When the telephone arrived, it became less difficult to name your clients and visit. However, it turned nonetheless up near and personal.

Advertising came in the form of general advertising. In early instances, there had been posters and other print media. As communications media grew, so did the advertising realm, with catchy jingles on antique radio serials to the adorable early classified ads and direct sponsorships of suggestions on TV.

It changed into every other way for the business enterprise to assist the income expert in their activity. Of course, there has been the attempted and actual personal connection that stays as legitimate as ever nowadays – personal networking. As was the case back then, having a person refer you to someone they know is as valuable as a gold bar inside the secure deposit container.’

Not all techniques have been as powerful, and one species is still widely used today – bloodless calling. It comes in many forms, from the door-to-door creation to the frequently-used but hardly ever fruitful phone calling frenzy. In the Sixties, the cold name changed into the previous, the man knocking on doors, just like the Fuller Brush Man or the man selling Encyclopedia Britannica.

But as the smartphone grew more famous and became in every house and business, the time saved by calling a bunch of places while sitting in your office was considered an experience. But it’s a lot simpler to hold up on a salesperson on the smartphone than it’s fair to slam a door on one at your enterprise.

While a few Fortune 500 companies insist their salespeople browbeat themselves into a quivering pool of Jell-O by banging out masses of daily calls, the smarter ones have ditched the cold smartphone call altogether or made it a part of an established advertising method.

Even with the archaic reliance on some of the antique approaches, international businesses couldn’t have foreseen the effect of the PC revolution on income, advertising, and marketing. While computers have been used for stock and extra usage of “dumb” terminals connected to a mainframe, the non-public laptop or PC allowed additional information to be processed locally via the person.

In essence, the mainframe had come to the endpoint! Tools, including databases and spreadsheets, tracked client statistics, orders, and even choices, all at the consumer’s fingertips. But this became the tip of the iceberg because the improvement of the Internet allowed for increasing connections and extra reach.

Suddenly, the magic global of email or electronic mail might speed ahead and go away from postal mail in the dirt to ship facts to clients and potentialities. With the appearance of the World Wide Web, organizations started to construct websites to allow Internet customers anywhere on this planet to see what they do or offer.

Websites had been now not only for customers, but they also started to gear for the smart groups and their personnel. This became the first custom-constructed program for stock tracking, income contact management, and monetary operations, like billing, collections, and renewals. I will amplify that later in the article.

This quantum soars ahead with generation and has spurred ever-developing ways for income and advertising to be more green and omnipresent. In the Nineteen Nineties, the cell phone’s upward push was considered a revolution in how organizations could work internally and externally. But the preliminary gadgets have been cumbersome and are now not completely dependable, requiring huge luggage and common call drops.

But within the years, for the reason that the technology has unexpectedly advanced at the same time as the charges and sizes of the devices dropped, and the right of entry has become increasingly more dependable, so much so that even the cellular groups couldn’t have expected the massive adoption throughout the general client area 15 years ago.

When my stepson was given his first smartphone at 12, I knew it was the end of that international as we knew it! Go to a neighborhood mall and see if you do not have kids or are skeptical!

But just having a cell phone becomes simpler at the start. The concept of “mobility” for small to mid-sized businesses has grown from the potential to reach and be reached on the phone no matter where you are. Still, the infusion of different office staples like email has taken it to an entirely new level.

While office computer systems were becoming similar to laptops, the capability to apply them away from the main area grew as nicely. The development of the “virtual personal network” connection, or VPN, made it possible for an employee to attach a computer by extending an encrypted, inaccessible tunnel from the gadget to the corporate community.

Even that generation has advanced, with the early VPN, a software program patron at the PC that might be clunky and require common patching and protection. These clients evolved to a more or less “clientless” model, the SSL VPN. In this technology, a worker creates that identical encrypted tunnel; however, it uses an internet browser essentially, requiring a long way to decrease overhead at the faraway machine.

Sounds cool, right? But now, the faraway income or marketing expert has gadgets to address and lug around. So evidently, the generation sector continued to increase, and the “telephone” was born. Many think of Research in Motion’s flagship product, the BlackBerry, as launching that revolution. But in reality, venerable, old-faculty IBM created the first version called Simon, shown as an ideal product on the massive COMDEX display in Las Vegas in 1993.

BellSouth sold the tool, which contained a calendar, copy of the e-books, world clock, calculator, observation pad, electronic mail, ship and get hold of fax, and games. However, the device without a keypad failed to fare properly, and different corporations tried to faucet the marketplace. From Nokia to Ericsson to the Palm, RIM’s access in 2002 with BlackBerry that mixed email and contact functionality in a small sufficient bundle was functional.

2007 noticed a ramp-up of the wars, with the discharge of Apple’s iPhone and in 2008 with the appearance of the Android open-source, primarily based OS. Today, the BlackBerry person base has over 32 million users but sees competition from the modern-day iPhone, Android devices, and the tough-charging Windows Phone 7 handsets. This number can pass nowhere but up, with choices for the character user and employer.

These devices are high-quality equipment, but programs that they get admission to have become just as great. Customer Relationship Management, or CRM, is a facts industry term for methodologies, software, and normally Internet capabilities that help a corporation manage patron relationships in a prepared way. A bit too technical a definition, I would simplify it to say an application that permits you to track and live in near contact with your high-quality clients and prospects.

From the early days of sales with a ledger to the following Rolodex to laptop packages like ACT! And Goldmine. Now, with Microsoft CRM on-premises and hosted programs like, the functionality that sales and marketing wish can be determined in one vicinity. Maintaining contacts, putting in reminders, sending emails, logging quotes, and even processing orders may be accomplished in a self-contained system.

It’s not a quick restoration – it requires some ability and talent to set up and personalize these applications, but as soon as they are set to your liking, the sky is the restriction to what may be completed. And, of course, growing advertising and marketing substances? With Adobe Illustrator, Microsoft Publisher, and many others., you can have each element of the undertaking accomplished, shared, and authorized; you must discover the proper printer!

One last element goes beyond the internet site to the new millennium’s networking device – Social Networking. Web gear like Facebook, Linked In, and Twitter have been created globally for young men and women but have now transitioned into a commercial enterprise.

Corporations of all sizes are increasingly leveraging those programs or even creating specials focused on those who subscribe, comply with, and tweet. I consider we’ve only seen the tip of the iceberg in this. The following decade will display even greater integration among these styles of contacting possibilities and clients and CRM tools. No longer is hitting the nearby Chamber of Commerce networking event sufficient. That stack of enterprise cards is much less complicated to manage as a list of “friends” or “fanatics” and logged into CRM.

Internet practitioner. Twitter expert. Analyst. Communicator. Thinker. Coffee advocate.
Spent a year testing the market for sock monkeys in Naples, FL. My current pet project is donating robotic shrimp in Hanford, CA. Spent several months getting my feet wet with weed whackers worldwide. Spent 2001-2006 training shaving cream in Hanford, CA. Crossed the country lecturing about bathtub gin in West Palm Beach, FL. Spent 2001-2007 implementing licorice with no outside help.