This conclusion ("surprise attracts attention") may not sound very surprising to you (pun intended!) but from this simple observation we can find some pretty cool applications in sales.
As sales professionals, we receive a constant stream of the latest and greatest "innovations" for our trade. How to close more deals, How to prospect more effectively, How to compete on value rather than price. It seems every week there is a new "method" or "hack" that guarantees our success. But if you take a closer look at all of these supposed innovations you will realize something unexpected: In the world of sales, nothing has really changed.
The irony of our company name was revealed to me during my first intro call with our HubSpot account manager. He laughed as we began our phone call and said, "I had to double check your name before I called-- you know HubSpot is an inbound marketing company, right?"
Our conversation mainly focused on the incredible things you can do with the right approach to inbound marketing (and all of the amazing tools that can help you get there faster). But we also spent a good deal of time talking about the importance of combining inbound marketing with targeted outbound campaigns as a way to drive growth.
There is a common myth within the B2B sales world that, since we aren't calling consumers, we can pretty much do whatever we want (with regards to how we approach sales prospects). On a broad and practical level this is more or less true, however as with most things, the devil is always in the details.
As we all know, life throws challenges at us in waves. The problem is, we don't always recognize that they are just waves when we are going through them. The result is that our circumstances often overwhelm us-- and we make rash decisions on the assumption that our current circumstances are permanent. Which they aren't. They never are.
Many clients are willing to pay a higher price for a truly customized solution that actually addresses the unique concerns of their organization. Your prospective clients aren't trying to find a product that they can mold their company around, they are trying to find a product that can mold around their company.
Recently, I responded to a Quora poster who was asking for "some creative ways to schedule appointments with decision makers, other than cold calling..." Given that I'm the founder of a company which specializes in B2B cold calling, I'm sure it's not surprising that I fundamentally disagree with the premise of this question. In any case, I was grateful for the question, because it forced me to really clarify my beliefs on why B2B cold calling is (and always will be) the most effective tool for generating sales.
Product demos are the de facto selling tool used by modern companies to exhibit their products and acquire new customers. There is a ton of material available about how to schedule more product demos through inbound marketing and other methods.
But here's the thing: Scheduling product demos isn't putting money in the bank.