Dan Beaulieu poses a great question in this week’s issue of “It’s only common sense!” audio cast – “Stop Sales Travel Indeed!” As Dan says in his email – “While companies need business now more than ever, they are actually canceling sales travel!”
Canceling sales travel should be the LAST thing on your list.
What your customers and prospects really need is a reason to believe in you, your company and your products. They need to feel comfortable that you’ll be in business at the end of this year, next year and in 5 years.
Sales travel puts a face on your business.
Marketing, on the other hand, is hit by the budget axe much earlier in the spending reduction process. The knee jerk reaction by the uninitiated is to reduce or even cancel the entire marketing budget as a way of responding to a down market.
Marketing puts a face and feeling on your business.
What’s the difference between canceling sales travel and canceling the marketing budget? Not much.
Either way your customers and prospects think you’re out of business.
Stay tuned for my next post on why marketing is important in a lean economy.
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1 comment:
Hi Jack. Recent articles in GSMT and others note how Juki, in this time of declining sales, seems to be doing fairly well overall, possibly due to their indefatigable Bob Black, who is literally always on the road...so your point is well taken. Travel more, sell harder. Bob and Juki are proof!
Mike Martel
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