It’s not hard to see why a company would want to hire a bunch of people like me and send them out in the streets to sell their products in some sort of sales assembly line. And honestly, it’s proven to be a profitable way to build a business. Just hire a bigger sales team and throw some advertising at it. Find a way to interrupt the public with your product and the profits will just pile in.
But if I’ve learned one thing after more than a decade in the world of sales and marketing, it’s that those days are fading fast. The consumer is getting smarter and the slow, stubborn companies are being devoured by new companies that just “get it.”
Partly because they stay agile, but mostly, because they understand the concept of starting with a great product and letting it sell itself. Just look at a company like Evernote. They’ve spent next to nothing on marketing as a percentage of their revenue over the last seven years, but they have a fiercely loyal brand following.
Not only that, but their most engaged users are also their biggest brand evangelists. Not to mention that the more people use Evernote, the more likely they are to continue using it. It’s as if Evernote has found a surefire path from adoption to addiction. But it wasn’t always that way, they must have started somewhere…
And what better place for you to start, than with a simple roadmap to the entire sales process itself. So here it is, 10 years of sales, broken down into five simple steps. It’s like a cheat sheet for designing, building and selling kick ass digital products.