One of my favourite statistics of 2012 came in the form of a media release from Fournaise Marketing Group, who had discovered that 80% of CEOs "do not really trust and are not very impressed by the work done by marketers." To provide some context, 90% of the same CEOs claimed to trust and value the opinion and work of CFOs and CIOs. Ouch.
Do you love your profession, believe passionately in your product or service, but hate having to sell it? Did you qualify as a professional; develop your skills and expertise, only to discover that professional expertise is no longer enough, now you have to actually acquire clients? If so, you are probably what I call a reluctant sales person.
Businesses that once believed in segmenting the value chain, are beginning to understand that consistency is key to building momentum. As such, to continue being relevant in this world, PR needs to not only be clearly integrated with all marketing disciplines but also with historically business functions such as sales.
Christmas isn't supposed to be just about the presents. But somehow it always is. Somehow the refrain of Goodwill to all Men seems to ring very hollow when that present you've chosen carefully ends up being thrown aside because it didn't cost enough or you got the colour wrong or they already had one.
There is some truth in the connotations of glossy smiles, bad suits and even worse jokes that come to mind. Cold calling is seen as hard graft and anyone who has tried it will confirm the rumours are true. That said, young people who come to the conclusion all roles are inappropriate are missing a trick.
Recently it was announced that sales of music on CD and vinyl dived 30 per cent in the UK during the first half of 2012, as revenues for streaming services such as Spotify and We7 increased. According to the figures, on-demand services look set to grow their revenues by 40 per cent this year making this the fastest growing sector of the music industry, with predicted global revenues of £696 million this year alone.
There is no doubt that in a web enabled digital age the role of a salesperson has to change. Quite simply, in most markets, prospects now have more access to choice and information than ever before. This has altered the way buyers access choice and make decisions. Simple logic would, therefore, dictate that sellers have to react and alter their own behaviour.