“Good” Marketing Can’t Overcome “Bad” Salesmanship
When it comes to selling I have my style, the way I go about things. Regardless of the website I have in front of me, or brochure I have in my hand, I tend to lean on the familiar. If anyone critiques how I handle a sales situation, I tend to dismiss the feedback.
This is one of my biggest shortcomings.
It is one of our industries biggest shortcomings.
It doesn’t matter how good your marketing materials are if you are a bad salesperson. If someone is offering feedback on how to improve as a salesperson, you best listen and account for the feedback.
Let's step back. We spend a lot of time working on brand strategies, language, websites, marketing decks, videos, and more. It takes painstaking efforts from all involved to shape original language and innovative ideas into a wide array of usable weapons.
Unfortunately, it is akin to building an incredible sword and giving it to an amateur. In a duel, the expert swordsperson would probably win if handed a pipe. Winning the affection of an allocator is no different. Hand a refined and well-trained salesperson an average deck, and he or she will probably win, no matter how good your materials are.
We have had now had the fortune to work with hundreds of asset managers. When we ask why an investor should invest with them, I have yet to hear a quick, concise answer.
This is not a marketing problem. This is a sales problem.
A list of 10 quick tips on how to be a better salesperson isn’t going to fix this problem. One must first acknowledge the problem exists. If you are struggling to gain traction in getting people/allocators to pay attention to you, redesigning page 24 of your deck isn’t going to help. I would consider taking a course or searching out expertise on how to be a better salesperson. I really do think you will experience an awakening. There will be no going back. There is a great deal of skill in being a very professional, competent and successful salesperson.
By Kyle Dunn