A Winning Sales Strategy Starts with Your Customer, Not with Digital

Put people before technology in your prospecting.
Digital isn’t a sales strategy, hope is not a strategy, referrals are not a strategy, marketing is not a strategy. Sales strategy isn’t yours or mine. It’s your company’s strategy for attracting customers. Not much has changed over the years. An executive reads the latest book and declares the precepts in the book are the company’s new strategy. Employees ignore these flash-in-the-pan announcements, because they know another new book and strategy will come along soon.
People don’t understand precepts and are not engaged by big ideas—unless leaders translate vision into sales strategy and explain what it means for every function in the company. If you leave it to your employees to figure things out, I guarantee that nothing will change. Well, something will change. People will begin to ignore what you say and chalk it up to the message of the day.
On the other hand,