Marketing Eye Fashion Tip: When old styles come back, they often have different names and look a little different so they appear new. They usually come back for a reason, better than before.
And what fashion is coming back? Best Practices, now called ‘Guided Selling”, as this recent article Pointing to Profits (destinationCRM.com) defines as “any repeatable process that helps a sale move from prospect to close. “
While we all understand the concept, the article has specific ‘in the trenches’ cases where guided selling was successful, which is why I recommend clicking over to read it. And, in the spirit of this series, creating or supporting Guides is something the marketer surely should be doing.
Here’s two more bits on the subject from Seth Godin in his post: Why are you afraid of process?:
“What happens when a star salesperson starts tracking her calls, her time spent, her rolodex and her results? Her day isn’t intuitive any longer… just the act of selling is. The result: dramatic improvements. Measuring, and measuring in public, is a piece of process that can’t help but organize and leverage your intuition.”