The Greatest Lie in Sales January 11, 2012Posted by David Dirks in Sales Management.
Tags: branch marketing, branch sales, David Dirks, dirks on strategy, marketing performance, marketing tracking, sales, sales management, sales performance, sales strategy
Did you close business from this (print ad, direct mail piece, radio ad, TV ad, etc.) we ran?
Now, the savvy salesperson who’s been around awhile will probably (not in all cases but most) say a resounding “YES” to that question…even though it’s probably not true. Yup. Happens more often than you think.
Case in point. Many years ago when I arrived at JPMorgan Chase, I took inventory of the kinds of marketing efforts that were underway when I arrived. The print ad spend was very high and sales managers went out of their way to tell me how highly effective the print campaign was. The results were so good that they needed more of it.
My first question of course was centered on how they were tracking the results from the ads. Tracking? What tracking? We know the ads are working because our guys say so, would be the common response. The phone numbers in the ads were the sales branch phone numbers. There was no way to electronically track the ads. And asking the branch office to track the calls manually from the ads was in my experience giving the fox the keys to the hen house. Manual tracking never works.
I’m always willing to give anyone the benefit of the doubt the first time out. However, I recall my favorite Ronald Reagan line during his presidency: Trust But Verify.
I wanted to believe that the current advertising campaign was working too. All I did was create tracking so that we could see just how many times the phone would ring at any branch office due to an ad.
Guess what? The phone was not ringing much at all. In fact, the ad campaign I was evaluating was bust. The senior sales managers were surprised. “How could this be? Such a wide variance between what our sales guys were telling us?”
How does this happen? It’s simple really. There are more than a few sales professionals who have learned never turned down marketing support – even when it isn’t effective. There’s a fear that if they told the truth, the valuable marketing investment on them would go away.
So next time you hear a sales person tell you that the marketing campaign is “working” or “we’re closing business with it”, trust but verify.