Page 5 - NBIZ Magazine April 2022

Big Lie - #1 – Technology Is the Be All, End
All to Business and Sales Success Zig Ziglar stated, “Sales is the transference
Technology is a tool and only a
tool. Years ago, the paper address of feelings.” How does technology
book was a highly coveted tool.
Salespeople held those books close transmit feelings beyond the little emojis?
to the vest. They did not share their
contact information with others The simple answer is it does not.
within the business for fear of
losing an important contact and
ultimately a sale. Today programs
such as customer relationship
management systems (CRMs)
have replaced paper for many.
Businesses demand salespeople
to update their CRM daily and
promptly. This information can now
be shared by others, which may
make some uncomfortable.
Depending upon the program,
sales professionals can update all
communications from phone calls
to emails. Of course, many of those
emails and phone calls are never
answered. A quick search of the
Internet with the keywords “email
follow-up failure” resulted in 1.9
billion hits.
These programs not only help
the sales professionals but also are a
tool for management to monitor the
activity and performance of one’s sales
force. In the past, other than turning
in paper logs, management had limit-
ed ways to oversee its employees.
Being “old school”, I have attempt-
ed to go the paperless route with little
success. Part of the reason is I am a
tactical person. I want to touch the
paper; I want to be able to quickly flip
pages and make notes for my personal
information. Yes, I do upload contact
information into the firm’s CRMs, but I
also have my own files.
By having my files or what some
may call a duplicate effort, I can
easily find necessary documents and
interactions including appointments.
I do not worry about what happens
when the Internet goes down.
Within this first big lie, sales-
people begin to rely on technology
and fail to understand people.
Understanding the value of emotional
intelligence in the spoken and written
word can be a great support.

NBIZ ■ April 2022 5