Marketing is changing. For some industries though, people are not convinced that inbound marketing is the way of the future.
Things are different in their markets.
Call it old school, call it traditional, call it whatever you like. People think that the internet is not a powerful tool for marketing their products or service.
Is that true?
This is what we dig into in this episode of Inbound Sales Journey.
When selling inbound for our agency I will hear statements such as:
“We are a more traditional market. I’m not sure inbound marketing works in traditional markets.”
How Does Your Market Work?
If the prospect is not convinced inbound will work in there market then you need to ask what does work?
Many industries still rely on things like trade shows, radio ads, print ads, and catalogues. Some of you just read that last sentence and cringed. Unfortunately that cringe doesn’t make it less true.
What Happens Next?
Let’s say you are dealing with a prospect where that is the case. The next question they need to answer is, “What happens next?”
Let’s say you make a connection at a trade show, or someone sees your ad in a catalogue. What do they do next?
Well, right now they may be picking up the phone and calling because it is their only option. That doesn’t mean it’s what they want to do, it’s what they have to do. It is the only option your prospect may have given them to get more information.
The problem is, today people want to self-educate. That isn’t and industry thing, that’s an everyone thing. The days of the hard sell are passing us by. People want to make their own decisions and do their own research.
Where is the Future Headed?
If self-education is the road to the future, what is the prospect this prospect going to do about it?
There are two roads to take.
Option number one. Continue straight and watch as less and less people pick up that phone and call for information. Watch as the old ways of print ads continue to move toward digital.
Option number two. Be innovative. Look at their competition. Are there already competitors who are moving into the digital space? Probably, but even if there aren’t what a wonderful opportunity to be first.
Great companies don’t just look at the present they plan for the future. Is this prospect positioning himself as a leader or a follower?
