Kate’s phone announced a new text message as our sales consultant took her seat.

“So help me if I could get my hands on this guy I’d throttle him,” she said.

Bubba, the branding Bhudda, said “What’s stuck in your craw?”

“Assumptions,” she replied. “I’m ticked off about the bad assumptions made by you automated marketing proponents. You give sales a bad name because you refuse to engage!”

Chris, the digital director said, “Kate, engagement is what it is all about. The more we engage the less sales people have to do to make the sale.”

“I can’t agree” I said. “I’m with Kate on this one. You know I believe in Automagic Marketing but that comes with one piece of advice most of the automated marketing doesn’t seem to take into account yet.”

Gail asked, “What’s that?”

“The world has changed,’ I said. “The customer controls how they access your information and how they move from problem to solution but most importantly they don’t like you thinking otherwise.”

“You got that right,” said Kate. “This Twit is a perfect example. I responded to his assistant’s request for some information as they wanted me to write some articles for them. One of the items I had to fill in on the form was my Cell phone number. They told me I had to respond to a text message immediately to finish the process. I couldn’t get the message because I wasn’t carrying the phone. People assume that because they have cell coverage where they are that it is the same way everywhere. Here in the west you can drive for four hours in some places and never find a signal!”

“That,” I said, “is costly assumption number 1: There is cell phone coverage and therefore sms everywhere and all my actions should be mobile oriented.”

“I’ve got one,” said Gail. “Have you ever noticed how the stuff you’re getting in your e-mail is so obviously oriented to someone that is not you and they don’t seem to want to learn about you? I try to get as much knowledge about the prospect as I can when I’m writing content pretty much what the folks sending out this stuff are doing. But I also know that other people have different needs wants, desires and knowledge levels about what I’m selling. I try to always give them options on how to learn more and how to get the information.”

“So I hear you saying that costly assumption number 2 is: Every customer journey is the same so only one path of information is required even though customization is easier than ever.”

“Hear, hear,” said Rick. In my direct marketing business it is difficult to get clients to shift their thinking from the behavior they believe prospects should exhibit with what is actual. Many times they are more concerned with click through rates button color and cart abandonment than how many people actually entered their funnel. As an example, some insist that all transactions must be on line.”

“That’s crazy, “said Chris. “I learned early on that some purchases require a telephone discussion with someone knowledgeable in the products or services. You have to have someone that can hear what the prospect is saying and respond in a way that moves the sale forward. Customization is part of it but the sales person still has to connect.”

Kate said, “I couldn’t have said it better.”

“That,” I said, “brings us to costly assumption number 3: With automated marketing, all the sales person has to do is take the order.”

The Takeaway

• Automation is good.
• Automation with customization can be great
• Automation with customization and real connection is unbeatable

Jerry Fletcher’s blog recaps conversations with clients, prospects and a group of business development professionals. They discuss what’s new, what’s old, what’s good, bad and ugly plus creative thinking to find what works. Jerry Fletcher is the ringleader and secretary of the dialogue.

Jerry has been researching and implementing small business marketing that builds businesses, careers and lives of joy for 25 years as President of Z-axis Marketing, Inc. Learn more at www.JerryFletcher.com

Schedule a personal appearance. Jerry speaks internationally on Networking, Marketing and Contact Relationship Magic. www.NetworkingNinja.com