Imagine this: you have a pretty brilliant product. Such a proposition where new technology, design and sustainability come together. A relation of mine proudly told me about it. One more hurdle to overcome: finding customers. But hey, that's only a matter of time. Such a hip product requires a contemporary sales approach: posting videos, infomercials on commercial channels and posting a lot on social media. A lot of attention, interest and positive reactions followed: that promised something!

At least, that was the expectation. Which, after some time - and even more marketing euros invested - turned to 'hope'. To then predictably end in disappointment. Well, when it comes to commercial results, wishful thinking is a bad strategy.

The cause of this disappointment was a persistent misunderstanding about sales within the company. Salesman 1 mainly believed that you should be findable when customers are looking for you. And to be found you have to be visible. 'Just look at Apple and Tesla, they also do it that way.' Nice examples. And of course: online visibility and findability is valuable for every company.

But should you base your commercial strategy on this in every situation? Is it the best choice for all target groups and propositions? And is it the most effective strategy for every organization? The risk of this approach from a sales perspective is its reactivity. Because imagine: you make videos that Beyoncé is jealous of, you Facebook, Linked, tweet, Instagram, you blog and you vlog. But apart from a lot of interaction, it produces no or too few customers. Is it then a matter of taking the long view and continuing?
To make it practical: the rent or mortgage must be paid at the end of the month. And otherwise the salaries and lease terms are. For many organizations, the wait for commercial success is not infinite. A proposition must be profitable. Preferably a little quickly.

As an entrepreneur or manager, you can wait until sales are made. You can also choose to influence this as much as possible yourself. And Salesman 2 firmly believed in the latter. “Just enter the business park and have a blast! Everywhere there is a fluorescent tube there is a potential customer! Telephone acquisition, at least 100 calls per day!”, that works.
Personally, I have a soft spot for those types of people. Because you can say a lot about them, but they do not lack one thing: resilience. They have to deal with countless rejections, lame excuses and avoidance excuses. You just have to be able to do it.

But very honestly: does this approach work for every target group and every proposition? And if it works, is it the most effective approach? Does it fit the image of your organization and the people who work there?
My relationship asked me what wisdom was: continue with the emphasis on social selling, or fully focus on a direct sales approach. And like a trainer-coach, I asked the question again: what do you think of yourself? The answer was interesting: “In terms of feeling, I prefer the marketing method, but rationally I want concrete assignments in the short term.” An understandable dilemma that I encounter with many entrepreneurs and (sales) managers. We sat down with Salesman 1 and 2. Not to discuss who is right, because that is not that relevant. To determine how both methods can reinforce each other. How online branding strengthens direct sales. And vice versa.

So that it is not about approach 1 or 2, but about approach 3: a hybrid approach to a complex issue. With appreciation for both visions and ideas for joint actions. And with sustainable returns and customer satisfaction as benchmarks.