One day, around 2 years back, I was having lunch with my friend who is a Stock Analyst in a Mumbai based company.
As usual, we were talking about politics, cricket, movies, books, and business.
My friend told his company was going through a tough period. Their target was to double the sales that year. Instead, they did HALF of the previous year.
And then he started giving out lame excuses like customers want their products and services at a cheaper price, the slump in the stock market, too much competition, etc. etc. etc.
I said, “All these are valid reasons, but it applies to every company. So, it’s not a unique thing that’s happening only to your company.”
I noticed he was very frustrated. He was not sure what would happen in the future if the sales keep declining.
Being from the sales background I was curious to know about their marketing and sales team. I asked him, “Can you provide some details about your sales & marketing guys, right from top to bottom?”
And what he told was not so different from what I expected.
One of their senior marketers came from the same industry but had no experience in selling directly to the customer.
The other senior marketer joined the company as a stock analyst. But later he moved to marketing. Since he didn’t know ABC of sales & marketing, he did so many blunders which spoiled the reputation of this old-established company.
The third marketer was a statistician whose daily job was to prepare spreadsheets and presentations.
And without any surprise, the fourth marketer was a social media guy.
And what about their sales warriors?
Most of the salespeople were a newbie who just passed out of college and had no experience in hard-core selling.
After listening to this, do you want to know what I suggested to my poor friend?
I told him:
“It’s better to leave this company and join somewhere else if you have NO control over hiring and training of the sales & marketing team. OR if you think you’re really good at your job but too much dependent on these dumb marketers, it’s better to start your own.”
He was shocked why I was advising this.
I said, “Dude, your company is a sinking ship.”
But he didn’t like my suggestion. He justified “Everyone is working hard, and we are planning to launch some new products. But yes, I agree that we’re not growing”.
And then I gave my typical comment: “Remember, if you’re not growing, you’re dying.”
Still, my poor friend is working there and keeps defending his views because after working for more than 10 years at a senior position, he has lost the zeal to move out of his comfort zone.
My friend’s story is a story of many other guys who are good at their crafts but frustrated because their companies are not growing due to dumb marketers and salespeople who don’t know how to sell.
My advice is if you really want to grow your company then kick them out of the company OR be ready to kick yourself out.
Because these dumb marketers will keep sinking your company deeper and deeper.
Click here to subscribe to my monthly newsletter, Persuade and Grow Rich.
Vibhor Asri
