Posts Tagged ‘Sales Person Criteria’
HR Sacred Cow 1 It’s HR’s job to Look after the People in the Company
Why is this sacred cow?
Let me share a true story. I was once taken to task by the assistant HR manager of a company to which I was consulting. I had proposed a change to the company structure, which included a change in the way the sales forces were paid. The lady bailed me up one day – almost literally ‘spitting tacks’. “You have no right to interfere with my staff” she spat. “Madam”, I replied, “you have no staff”. She became apoplectic, to the extent I deemed it expedient to withdraw – from the scene, not from the remark.
I am so glad that some few years later, the learned professorial authors of The Differentiated Workforce have justified my stand.
In the last posting we explored the first of Rosen’s three phases for convergence marketing. Let’s now look at phases 2 and 3.
Phase 2 Compressing the Sales Cycle
This phase is based on the company’s respect for the potential customer. Rosen calls this ‘nurturing’ the customer, which uses elements of permission marketing. (Never heard of it? You should consider investing in a Marketing Update. Check the Update tab at the top of this page).
One of the key values from the Book of the Month for January, Convergence Marketing, by Richard Rosen, are the original models it contains. Let’s explore one of these where he looks at the differences between the traditional model of advertising and the convergence model. Here is the model.
Rosen explains that the Traditional Model is based on the AIDA principle from the 1960s. AIDA stands for Attention, Interest, Desire, Action, which he has renamed Awareness, Preference, Consideration and Sale for his own purposes.
The material for this posting is from Chapter 3 in the book of the month Convergence Marketing. It explains the convergence formula developed by the author, Richard Rosen.
The Best of Brand + the Best of Direct + Sales Powered by Finance = Success
‘Today, it is all about respecting the individual. Convergence retains the powerful imagery and messaging of brand advertising while leveraging the motivational techniques of direct marketing and focusing all of it on the goals set by sales. It is powered by a financial model, using the contribution margin of what a customer is expected to be worth in a set period of time. It is about making money fast: it happens in real time with statistics to guide the way; and has the advantage of being a process we can repeat over and over again, as well as proving critical path accountability to the CFO’
Let me ask a silly question. Does your approach to advertising and selling meet these criteria?? If not, you’d better read on.