Let’s
face it: Selling isn’t for everyone. Some executives and entrepreneurs
panic at the thought of putting themselves out there, especially when
that means asking colleagues for referrals or reaching out to past
clients. Even if it means lost business, these executives simply aren’t
going to budge: They don’t want to do anything that would make them feel
uncomfortable or look (to their eyes) like a hawker.
Unfortunately,
in today’s hypercompetitive global economy, that attitude is suicide.
Here’s some advice to help the shy and recalcitrant compensate for their
inhibitions:
FIRST OFF, RECOGNIZE THE DIFFERENCE BETWEEN MARKETING AND SALES.
Marketing is what you do to lure clients to you; sales is about
reaching out to clients and closing the deal. The former creates a
valuable pipeline for the coming months and years; the latter is what’s
going to help you make payroll next week. Ideally, your company should
have a strong mix of both to keep your cash flow balanced. If not,
you’re going to have to adjust accordingly. Which means ...
IF YOU CAN’T STAND SALES, YOU NEED KILLER MARKETING. If
your brand is powerful enough and you’re attracting enough people, a
certain percentage will convert to sales. So if you really don’t want to
ask for referrals or reach out to clients about new projects, you’ll
need to use marketing to stay “top of mind” through activities like
writing articles, producing podcasts or getting involved in charitable
or professional associations.
HIRE THE HELP YOU NEED. If
you absolutely have to delegate your business development
responsibilities, you’ll need to pay for the right kind of help. If
you’re selling anything pricier than magazine subscriptions, hiring a
junior associate to do cold calls isn’t going to cut it. You’ll want to
bring on a high-profile deputy who can represent you—credibly, and with
your full authority—in important client situations.
Bringing in business is an essential duty—perhaps the
essential duty—of corporate leaders. That’s a lot harder for people who
are shy or otherwise allergic to anything “salesy.” But if you’re
simply unable to embrace the sales process, it’s time to become a
marketing machine.
Dorie
Clark is a strategy consultant who has worked with clients including
Google, Yale University and the National Park Service. She is the author
of the forthcoming Reinventing You: Define Your Brand, Imagine Your Future.
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