No, it’s not ‘make them pay.’ It’s ‘let them pay.’ Because if you nobody ever noticed, all critics ever do is actually make claims that counter the claims of your marketers and lead generators. And like you, it takes a lot to maintain their position. Why not structure your lead generation strategy to let them pay that cost instead of silencing them?
There’s a lot for a marketer like me to say when I read about manufactured empathy. If you haven’t heard the phrase, it’s really just one of the many ways people criticize the ‘fakeness’ in a lot of marketing stunts.
“Oh this was clearly sponsored.”
“This is so an ad.”
“Someone paid for this.”
In my opinion, it’s a little beside the point. But at the same time, it makes me sympathize with really scrupulous salespeople who don’t like ERP software leads that have a ‘manufactured’ fee. They want a process that ‘naturally’ generates potential clients. No smoke and mirrors. No doctored screenshots of the software. Is this so hard these days?
Short answer: No.
When it comes to romantic relationships, there are plenty who are foregoing the tired, old wait for Mr./Ms. Right. They want to take things into their own hands and hate the idea that the one they’re looking for being right under their noses.
You know what gets me? It’s the fact that you don’t apply this sort of thinking when it comes to B2B sales and generating software leads.
In B2B relationships, even the most purely contractual ones, a major source of strain is that both parties can’t agree on the solution. This happens when you’re trying to close a sale. It comes back to haunt during the development and deployment stages.
But you know, maybe you should’ve seen it coming even while you were still qualifying your software sales leads. Are you doing things the way the client wants or do you take pride in your own way of identifying potential customers? Either way, the attitude could’ve been an indicator of any future strain in your business relationships.
Out of all holiday seasons, Christmas is probably the one that has most emphasis on tradition. Whether your reasons are religious or historical, everyone has something special they want to do exclusively to this time of the year.
But you know, there are other aspects to tradition and these aspects have a lot in common with what it means to maintain a long-term business relationship.