The disciplines of marketing and sales need to unlearn their most fundamental principle: That marketing and sales are about disseminating information.
The accepted views of marketing and sales look something like this: Marketing is a rain cloud, showering information down on the marketplace. And sales is a water hose, spraying information at specific customers.
Marketing is not a rain cloud, and sales is not a water hose. If you get people wet, they will duck. They will not listen.
Marketing and sales are not about spraying your stories at customers. They are about creating engaging stories in your customers’ mind, stories in which you figure as an important character.
Stop showering your customers with information. Start engaging them in conversations