Senior Living Marketing Perspectives: Business, Sales and Marketing Advice with Doug Davidoff
Topics Discussed and Key Points:
- How businesses can communicate with their target market to design better services
- Creating an environment that makes prospects stay comfortable while in the pipeline
- Tried-and-true advice for all sales professionals
- The ever-evolving relationship between sales and marketing
- Considerations around “high-tech, high-touch”
- Identifying the touches that matter and ignoring those that do not matter
- How letting go of (your feeling of) control gives you more control as a company
- Creating a solid structure for your business to spark more creativity among your team
- The truth about friction in the sales process and how to use friction to your advantage
- The difference between a “challenger” and a “provoker” in sales
In today’s episode, Debbie speaks with Doug Davidoff, Founder and CEO at Imagine Business Development, a management consulting firm that has worked with over 1500 small and mid-market businesses. Doug describes his career as being about “eliminating or mitigating the conflict between buyers and sellers,” an approach that is applied at Imagine.
Imagine has discovered that most organizations already have the raw material to achieve what they want to achieve. What they need is the correct recipe to make their vision a reality. Doug says that the problem usually lies more in what organizations are already doing and have to unlearn as opposed to what they are not doing. Imagine ensures that their clients maintain the structure of their respective businesses “to enable them to achieve predictable, sustainable, and scalable growth, however they define ‘scalable’.”
Imagine has worked with countless businesses in many different verticals, and the number one issue that Doug found is a lack of empathy. Instead of creating a product or service from assumption alone, companies need to see the world through their customers’ eyes. In addition, companies have a tendency to “try too hard” or overestimate what they can do. Sales professionals simply need to solve for x. They need to map their customer’s journey to make their subsequent decisions more informed.
Historically, salespeople were responsible for communicating the value proposition. Today, that has become marketing’s job. Sales professionals now “facilitate the decision using the resources that marketing has created to reduce the effort involved to make a high-risk decision.” Sales and marketing, previously siloed departments, now work parallel to each other.
“Your job is not to sell the community,” says Doug. “Your job is to help somebody make a good decision about where they should spend their senior years.” With sales and marketing working in tandem, operating by the principles of empathy, the entire process becomes smoother. As Doug says: “The single best thing a company can do to increase sales is to make it easier for someone to buy.”