The Good, the Bad, and the Ugly: sales edition

Clint wipes sweat from his glistening brow as he faces the mid-afternoon sun on his walk back to his car from a sales call. Last quarter was a lean one, and he just barely met his sales target. This quarter will be different. He can feel the warm waters of a white-sand beach lapping at his toes, waters that will come to him when he blows past his target this quarter and qualifies for the annual company sales retreat. He needs that vacation.

Angel reads his latest email from Clint, and sits back in his handed-down office chair. His employer has a goal to reach, and he’s dead-set on being the one to deliver a solution. If he delivers, he’s got an excellent chance at being promoted this year. His latest acquaintance, Clint, appears to understand those goals. Angel has been let down by sales reps too many times to feel any confidence in Clint’s ability to deliver. As the chair emits a familiar squeak, Clint ponders his next move.

Tuco’s the wildcard. He knows that his firm’s target audience often has very specific goals. He knows that his firm’s products help them meet those goals. Clint’s counterpart in marketing is an expert at crafting content that communicates how his firm’s products help companies meet those goals, and he’s crafted a lot of very useful content. Problem is, he’s not a field guy. He doesn’t get to sit in front of customers and listen to their problems. He’s got the keys, but he’s not sure where the door to new business is.

These three are far from being desperados, but they do have a singular mission- to reach Angel’s employer’s goals. If they do that, they all win. Clint gets a nice commission check, and gets to relax on the beach for a week next May. Tuco gets to prove that his market research is accurate, and that his content is useful. Angel gets to be a hero, and jumps to the top of the list of internal candidates for the next available senior management position.

Here’s the bottleneck- Tuco and Clint don’t always work well together. In fact, Clint has had choice words for Tuco on more than one occasion because he felt that Tuco was withholding valuable collateral that could be used to close deals. Add in Angel’s distrust of Clint, and you’ve got a pretty sticky situation.

The fact is, these three don’t need to be adversaries. They share a common goal, and collectively have the tools they need to reach it. Clint can use Tuco’s content to demonstrate his firm’s ability to help Angel’s employer reach their goals, thereby proving the value of the content Tuco has created. When Angel sees how well-informed and capable Clint and his firm are, he’ll know he’s found the solution he needs to stand out and increase his chances of promotion.

The question here is how to bring these three together in a healthy way. At PandaDoc, we believe in making it easy for Clint to leverage Tuco’s content during the sales process. In doing so, we allow Clint to demonstrate his employer’s innovation and ability to his prospects. The result is shorter sales cycles, higher close rates, and true ROI for marketing content and collateral.

Related articles