January 29, 2007
A Misguided Sales Ad
From a sales ad for an Account Executive role (emphasis mine):
This person will play a critical roll in the sales process to help educate and market product offering to prospective customers.
No. Please don’t do this. Here is what that one sentence implies – features and benefits selling. That approach to selling should be buried at the bottom of a tar pit with other dinosaurs.
From a post last week – “people don’t want a quarter-inch drill, they want a quarter-inch hole.” In other words, your ad should speak to salespeople who know how to sell solutions. This company would be better served speaking to the salesperson’s ability to qualify a prospect and creatively formulate a solution within a typical prospective deal.
