In a recent blog Adam Gray talked about Salestech, for those about to invest in sales tech, for those being taken in by the sales tech hype, or for those that are looking to make savings during the pandemic and look what to cut ….. here’s the real view on sales tech.

“Earlier today I was chatting to Andy Hough CEO of the APS and we were talking about how in the modern world too often people are looking for a quick fix, a is the pinnacle of motorsport and every team is looking for this “edge” to give them that elusive win. They, like the sales world, are all hungry, to be first, to be the best. The problem is that a competitive advantage is rarely a competitive advantage for long. A new rubber compound that gives 1% more grip and shaves a second off your lap time is great. But everyone gets the same compound, so everyone is a second quicker. So nobody has an advantage. It’s the same with sales tech. It’s great that you have some new tool that will help you generate more leads but so does everyone else and, at the end of the day, the number of customers in the marketplace hasn’t increased so companies like yours spend more and more on tech in the hope that it will provide more, but in reality it probably provides less. Costs go up, so margins go down and fewer salespeople achieve their quota as more and more pressure is applied to them to bridge this shortfall. LinkedIn has in some ways done the same thing to prospecting and sales. It’s now really quick and easy to find the buyer within any company (a task that might have taken hours previously) and it’s really easy to reach out to them and tell them what you do (whereas before they wouldn’t take your call even if you were able to find them)…but everyone has the same opportunity. So where has the competitive advantage gone because an advantage is only an advantage if you have it but nobody else does? The competitive advantage is you. In the world of sales, particularly online/digital/social selling, the USP is you. Who you are is the differentiator, you are the competitive advantage. You need to develop your skills in this space to be a better prospector and a better salesperson as that is, in 2021, the only competitive advantage that you can rely on. silver bullet Where Do We Go From Here? if you like. There’s always the dream that a new piece of sales tech will provide a mechanism that delivers a stream of red-hot-leads to save time and effort.


Let’s not forget it was Grady Booch who famously said “A fool with a tool is still a fool.”

Looking for your competitive advantage, looking to turn your sales team into Prost, Senna, Schumacher and Hamilton,it’s not a car you need, it’s training of your drivers.

Just give me, or one of the DLA Ignite team and hour of your time and we can walk you through what we are doing for other companies. No hard sell, just take you through what other companies are doing to transform.

Please contact me here or one of the DLA Ignite team here, so please pick one of our industry experts or one of our experts in your geographical locality. Our website is here.

Nancy Nardin of Smart Selling Tools has been tracking sales technologies the way I’ve been tracking the martech landscape. Her latest map of salestech reveals hundreds and hundreds of vendors in the space, organized into a couple of dozen categories. And as with my martech landscape, it’s not even complete. I personally know dozens of great salestech companies that aren’t included. (Nancy: I empathize with all the emails you surely must receive on that front.) And more are being launched every month.

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