A sales and marketing strategy is nothing more than a sequential series of thoughts, steps, choices, words, actions and questions designed to get people to buy your products and services from you. Strategies, especially sales and marketing strategies, are always subject to:
- Who’s executing the strategy
- The market
- The boldness, consistency and effectiveness of the execution
- Most importantly, how often your buying public have seen the strategy
Think of it this way, you, LeBron James and I play basketball with the exact same workout, practice and game strategies, who is going to get the best results. No matter how hard we try, you and I can't beat LeBron in basketball because of his height, strength, age (for most of us) and a lifetime of basketball experience.
Often the person in front of the room teaching the marketing strategy is the equivalent of a LeBron James of sales and marketing, especially if it is a big room.
Below are two facts about today’s most popular marketing concepts, including content marketing, email marketing, social media, newsletters, relationship marketing, etc.:
- If a thousand people each learned the same strategy and used it to the best of their abilities, they would each get different results.
- The more often a strategy is used and the more familiar the market becomes with the strategy, the less effective that strategy becomes.
Wouldn’t you agree that a 10-year-old familiar strategy is impossible to work as well for you if you started using it today as it worked for those who introduced and used it years ago?
But, for those who used that strategy successfully years ago, it has become a great source of income as they teach thousands of today's marketers how to use that strategy today.
So, Mark, if strategies aren’t the answer, what is?