A thought that I had this morning and a trend that I’m seeing lately in companies that I have worked for or work with.
Everybody is in a hurry. Companies are in a hurry to realize sales. And the result of this is that nobody wants to spend time to do it right.
What I mean by that is that building relationships, capturing business can take time. It’s usually not a process that works like flipping a light switch and suddenly you are the right product in front of the right people at the right time.
That can happen for ecommerce sites, usually with an AOV of less that $200.
But if you are not that, there is so much that needs to be done to lay the foundation, build the relationship, educate the customer and get the right timing.
It happens in so many ways.
– A conversion optimization program is pressured to fix conversion rates now, meaning, find the one fix that’s going to solve all of our conversion problems. Get us from 1% to 5% conversion immediately. It doesn’t work that way
– A sales rep that needs to build a book of business, needs to build the relationship and educate the target audience on why they need your product, but the sales team is not willing to give that rep time, they cut them loose before the ground work realizes results
– A website or landing page that doesn’t say much, asks for your information and expects you to buy or fill out a form after a first visit.
– A demand gen team that’s not getting results because of the things mentioned above, so they keep trying campaign after campaign of the same thing with slightly different messaging, hoping for different results.
– More money thrown at paid channels instead of investing in long term content for organic rankings.
I think this is in large part due to having a board of directors that put pressure of the business to continue to grow year over year and month over month, expecting explosive growth constantly.
The CEO needs to deliver and the pressure is put down on the employees.
The company can’t invest in strategies that are a slow burn, even if these strategies will pay off with better quality leads or sales, better ROI and reduced costs. These types of strategies take time and nobody seems to have any time anymore.
Are you guys seeing similar things?
