Brochures and Websites Don’t Sell. People Do.

New technology leads to better data and more sophisticated analysis.

Sales processes evolve with an increased focus on understanding customers and prospects.

Universities offer majors in sales and sales management.

Yet far too many so called sales people, particularly those in healthcare referral source marketing positions, still think that brochures, websites and other marketing items are what sell their products or services. Or they don’t realize that buying someone food is not marketing.

How can this be? It seems obvious to true sales practitioners that customers buy solutions from people. They don’t buy based on a brochure  or a website. I’m not talking about purchasing a piece of furniture, item of clothing or grill set from Amazon.com. We can buy things like that with a couple of clicks online. But when someone has a pain point and needs a solution, they aren’t going to buy based on a leave behind or from a website.

I’m not minimizing the importance of marketing collaterals, websites, mobile marketing, social media or traditional media vehicles. Each can be important to a true integrated marketing strategy. I’m talking about selling to prospects and up-selling existing customers.

Marketers trying to close business need to build and maintain quality relationships. They need to make it about them–their prospects and customers. Ask open ended, fact and emotion based questions. Shut up and listen. Needs match. Deliver what they promise. They need to show that they are there for customers and prospects, not just trying to hit their numbers.

Brochures and websites can be part of the process. But without real Pre Call Prep, ongoing relationship building, asking questions, actively listening and matching needs, those “nice” and “cool” brochures, websites and other marketing tools won’t make much of an impact on the bottom line.