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The latest Chiropractic Economics has the full text of this: Stop pitching and start educating
Quote:
In a conversation with one of my sales-guru friends, we pondered why so many small businesses have a tough time ramping up sales.
Our conclusion: It’s because sales representatives are pitching, not educating.
Seems obvious, right? Wrong. Let’s look at Company X as an example, which sells telephone systems.
Before understanding the difference between pitching and educating, sales representatives from Company X would cold-call prospective clients and ask if they were interested in talking about a new telephone system.
Its four salespeople made hundreds of calls per day.
The result of their efforts? Only three sales appointments per week.
Why such poor results? Although every company with a phone system that is five or more years old could probably benefit from a new phone system, the current system still works. Inertia is a powerful force. If the phone system isn’t broken, why fix it?
After discovering education-based marketing, Company X took the following steps:
Stop pitching and start educating
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