As mentioned in the previous chapter, there are two things that will dramatically affect whether or not this book has a positive effect on you and your business.
The first, which we just discussed, is the shift in consumer buying patterns and how it has affected sales and marketing as we know it. If you do not believe there is a change in the way consumers behave, there really is no reason to continue reading at this point.
The second element that will affect what you get out of this book is much more personal, and it comes down to a specific mind-set.
You see, as I travel the world and discuss the future of sales and marketing and what businesses must do to be prepared for said future, I find two types of people—two types you’ve likely also seen time and time again.
The first person (or business), when they hear a new idea, suggestion, or business strategy, responds with:
“Sure, I can see how that’s possible.”
“I think we might be able to apply that to our business.”
“I could see how that would be used within our industry.”
And the second, as you may have guessed, is the opposite of the first.
“Nope. Won’t work.”
“Couldn’t be done.”
“That’s not how our customers buy in our industry.”
And on and on.
For the latter, the reason for such a mind-set is simple, and it comes down to one somewhat comical (and sad) belief:
“But you see, Marcus, the stuff you’re talking about here may have worked for you and your swimming pool businesses, but at ...