Taking control of the MarTech sales process.
All it takes is a razzle-dazzle demo to put a MarTech tool on the map. The technology looks simple, implementation is promised to be a breeze, and you’re ready to elevate the organization to a new level. Self-assured and ready to go, you fill out a lead generation form. Next thing you know, you’re drowning in the sales process.
You know it’s rough when you’re enduring, what I’ve dubbed, the top-four red flag behaviors in MarTech sales:
Non-stop calls and emails: If your sales person is inundating you with calls and emails, it’s a tactic to keep you engaged. While they may be in a rush to close the deal, you need to make sure you’re operating at a pace that’s comfortable for you. You hold the budget, you run the show.
Rushed decisions: Closing deals and hitting quota are not your problem. Make that your mantra. Sales people want to hit quotas and close the sale. That massive deal and price break, it’s a tactic to get you signed on that dotted line. Again, you operate at your pace. Their compensation is not your problem.
Over-selling: If there is one thing that really triggers me, it’s this one. One of the most predatory tactics in sales, that I’ve experienced and witnessed, is over-selling. If you simply just need technology to send emails, you certainly don’t need a texting, personalization, analytics and whatever-the-heck else tool. You need an email marketing platform. That’s it. When you start hearing about the pricing deals and how you can “grow with the platform,” consider running in the opposite direction. There are so many reasons not to go down this path. (This topic really deserves its own post, stay tuned for that.)
Telling and not asking: When you end up in a position that someone is telling you what you need, you’ve lost control. While your sales contact may know their products, they know absolutely NOTHING about your organization, team or needs. If you find yourself in conversations where there is no effort to understand your challenges, it’s time to find a new solution.
Always remember, you run the show
When you’re in the sales process, you run the timeline. While your sales person may be in this role one year and out the next, you’re stuck with the technology for the duration of the contract. You owe yourself the opportunity to fully evaluate all options and choose the one that’s right for you.
Don’t fall victim to the whole, “you can grow into this.” Buy what your team can support in this moment. Until you have a roadmap of where you want to go and a plan to get there, there’s no need to buy beyond the current capabilities.
Stop if you’re overwhelmed. Unless there’s a really pressing reason to rush the process, stopping to collect your thoughts is crucial. This helps ensure you’re not losing sight of what’s most important.
When you’re in over your head, consider hiring an expert. Sometimes, you just need an outside perspective to determine what’s best for you and your team.