Sales people recognize that social media and inbound marketing is an important way to generate leads but they don't have the time and resources to use them.
If I asked you on a scale of 1 to 10, how effective email marketing, blogging, podcasting and social media marketing could be in your local market to generate more business, I bet you would say at least a 7 or 8, if not a 10! In other words, you recognize that this method could work. If I asked what percentage of your time you spend on these tactics, you would probably say less than 5% if not zero percent! Why is that ? You know it would work but, you don’t do it. I don’t blame you and here’s why.
#1 – It takes a lot of work. The initial problem sales people face in using social media and other inbound marketing strategies is that they simply don’t have time to create good content. I spend about 2 hours of my day, every day, just making one blog article for this website and that doesn’t include all the time my employees spend updating our social media channel, etc. That is a lot of time!
#2 – It doesn’t provide immediate results. Although you believe these strategies would work in your market, you have bills to pay and goals to achieve and you recognize that this is a long term strategy. The truth is that if you dedicated 2 hours of your day to these methodologies, it would probably take you 6 months to see any results at all and then, they would be very tiny. When I started my YouTube channel, I didn’t recruit my first sales rep for 3 months and then, it was only 1 or 2 each month for a while.
#3 – It costs a lot of money. If you really want to create good, quality content, you need a good video camera, lights and audio. If you want to do a podcast, you need a serious audio set up. If you want a great blog, you need a graphic designer and the same with good email marketing. These are all expenses that are tough to justify when there are no clear results in sight.
So, this is why you don’t do it but I haven’t told you how to fix it. Guess what, I am not going to tell you how to fix it in this post!
Have a great day in the field!
James Shepherd
Here are the 9 Steps you need to sell merchant services effectively!
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