Selling When It’s Down to the Wire

By Warren Shiver on Nov 9, 2012

The decline of print media has been thoroughly documented, with Newsweek shuttering their print edition, leaving Time as the last one standing. I was reminded of this today when I picked up my print copy of the Wall Street Journal off the driveway on the way to the gym. Even though I subscribe to their online edition, I find the print edition convenient for exercise bikes and airplanes below 10k feet (can’t afford any Alec Baldwin moments).

The title of the Wednesday, November 7th edition reads “Down to the Wire” and shows a picture of the electoral map from the evening before (approximately 10:30pm ET on November 6th). Ironically, I had already seen the announcement of the re-election of the President at 11:30 pm ET the night before and then read two articles online early in the morning on the WSJ iPad app. This in no way reflects on the quality of the information or reporting by the WSJ, it simply reflects the (timely) limitations of the printing press in an era of digital distribution.

In a recent post by Tony Snyder, he describes the use of tablets to further enable the sales organization. What’s great about the use of this technology is that it allows you to continually provide your sales team, and consequently, your customers, with the latest information. Especially in businesses with rapidly changing solutions and pricing, timely information in the sales/customer engagement process can be a differentiator. The pharmaceutical industry has been early adopters, but we’re seeing others catch-up quickly: a hospitality organization looking to give their corporate sales teams real-time information on pricing and hotel inventory (rooms and meeting space), a CPG company exploring how to provide customer-specific pricing and value propositions in an collaborative setting, and an enterprise software company enabling a much more interactive product demonstration. 

When it’s down to the wire for your sales teams, ensure that they’re equipped with the most recent and relevant information.

Warren Shiver

Written by Warren Shiver

Warren Shiver is the founder and managing partner of Symmetrics Group, a management consultancy focused on end to end improvement in sales force effectiveness. Through Warren’s leadership, Symmetrics Group has helped numerous organizations build high-performing sales teams focused on the right go-to-market strategy, disciplined sales process and well-designed enabling tools. Clients and consultants appreciate Warren’s uncompromising focus on quality and measureable impact and how he embodies the firm’s core values.

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