They Ask, You Answer, 2nd Edition

3 This Book Won’t Work for You If …

As mentioned in the previous chapter, two things will dramatically affect whether 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 buyers 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 mindset.

You see, as I travel the world and speak on the future of sales and marketing—and what businesses must do to be prepared for said future—I find there are two types of people. (And you’ve likely also seen these types time and time again.)

The first type of 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 mindset 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 my ...