Having worked closely with sales teams as a product leader and marketer, I have always placed great importance on the relationship. 

Without the support of sales professionals who close the deals, any effort put towards developing or promoting a product or service would be entirely futile.

I’ve noticed that sales processes are constantly evolving, trying to address the challenges of ‘sell more’ and ‘sell faster’. 

New technological marvels are continuously released, appear on the horizon, and then turn into a mysterious vapour as we draw close, only to be shown as a mirage.

At Nucleus Selling, we will change this, but to understand why this must happen, it’s also important to draw back the current curtain and investigate the machinery.

Misunderstood Signals

The marketing team is rightly proud of the work that goes into custom assets, events, and webinars. 

The more people engage, the more leads go into the funnel, creating tremendous deals for the sales team.

• ·  Gated assets: Names, emails, clicks and PDF downloads.
• ·  Event attendance: badge scan, business card, video demo and a chat.
• ·  Webinar: Register, join or not, stay to the end, follow-up emails.

These are not insights. They inform us that some_one_ did some_thing_, but not WHY they did it. Think of it like buying a book based on the cover, then being disappointed when the plot doesn’t match our expectations.

What if you could pre-select the book for a buyer based on hyper-personalised insights and their custom preferences, knowing that it would interest them at that moment and make them want to come back for more?

Overburdened Sellers

As we discussed in a recent blog – today’s seller is stretched thinly, wearing hats they did not sign up for, which do not always fit comfortably.

Sales teams want to sell, meet customers, and then open doors to incredible opportunities which are closed successfully. 

What’s happening today does not match this vision: sellers must be social media hounds, database record updaters and spreadsheet monitors – all of which take them away from their unique skills in building and maintaining relationships.

Wouldn’t sellers prefer it if they could do their job with hyper-personalised and timely content available at their fingertips when needed – and no hat-swapping required?

The Time Trap

We’re in the age of instant gratification, yet salespeople now have less time for the most crucial part of their job: their personal prospect relationships.

Management hailed new technology as the saviour with the combination of speed and accuracy, which would shield against errors, providing successful outreach into more and more opportunities. Unfortunately, this pulls sellers away from building relationships as mass outreach prioritises quantity over quality, resulting in less successful first touch with new prospects.

Technology, ironically, has pulled sellers away from relationship-building, emphasising quantity over quality. Harnessing the might of machinery for sales has resulted in mistake magnification. Instead of leveraging tech to target better, nurture genuine connections, or truly assist sellers, we’ve set them on a course to amplify inefficiencies.

What’s the Bottom Line?

We’re pouring dollars into a system that creates a widescale spray-and-pray first-contact approach and then repeatedly does this; this is analogous to constantly filling a leaky bucket and then wondering why it’s always empty. 

First, we must acknowledge that this approach is ineffective and detrimental.

You need a silver lining, which can come from machines – but they need guidance to move in the right direction. Technology can revolutionise sales if we retune the dials and shift the focus from electronic data points to genuine human connections.

It’s time to stop dreaming of this; work with us as we build the future.

The Nucleus Mission

Our mission is clear: we will reclaim the essence of sales and employ technology as it was meant to be — an aid, not an obstacle. The future of sales beckons, and it’s one where technology serves humanity and not vice versa.

If you want to be a part of something incredible, work with us, and we will create that prosperous future together.

Laurence Pitt

CPO and Founder, Nucleus