Is marketing turbo-boiling your sales prospects?


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I have a new electric stove with turbo-boil. The manufacturer calls this feature “America’s fastest speed-to-boil” element. In fact, it heats liquids in a snap. Are you currently feeling pressure from your sales organization to use the turbo-boil feature? You know, turn up the campaign heat in order to snap the prospect through the sales funnel. Turbo-boil is great for making hot tea; but in my opinion it can backfire when applied to the consumer buying process.

Think about it. As a consumer do you want to be turbo-boiled? When you suspect that turbo-heat is going to be applied what are some of the first things you do to cool the environment?

1. Screen your calls?

2. Put your number on the do-not-call list?

3. Break out your cryptic email addresses?

4. Op-out?

5. Unfriend, defriend, stop following?

I can say yes to each of the above, and so can you. Marketing communication can be designed to convince, persuade, educate or negotiate; but let’s face it, the consumer decides what, when, where, for how long and in what form they want to accept our message.

Alan See
Alan See is Principal and Chief Marketing Officer of CMO Temps, LLC. He is the American Marketing Association Marketer of the Year for Content Marketing and recognized as one of the "Top 50 Most Influential CMO's on Social Media" by Forbes. Alan is an active blogger and frequent presenter on topics that help organizations develop marketing strategies and sales initiatives to power profitable growth. Alan holds BBA and MBA degrees from Abilene Christian University.


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