What role do content marketing and social media like LinkedIn play in your strategy? SEAN MCDADE: Keeping fresh content available for buyers to read, and making it simple and accessible and available for all social channels is really important. What we do talk about is the rep being knowledgeable and super, like being the super user of the product or service that they’re trying to provide. That means they have to be as up to speed on everything that the buyer is reading as the buyer is, and more so. Being that expert is really the future of sales, we believe. We believe the days of the sales person’s main attributes being, you know, a people person, are probably coming to an end. You have to be a people person, but you have to add massive value, so you have to be an expert in whatever you’re selling, expert in your industry, expert in the vertical that you’re serving, and be able to really be a solution provider rather than a salesperson of yesteryear. Those teams that adopt that new model, we feel, are going to be really successful, and those who try to cling to the old model are really going to struggle. The reason why this has changed is, back in the day, there was none of this information available, so by providing a little bit of canned information from your marketing team and being a great person and a fun person to hang out with—that led to a lot of sales. These days, when that rep shows up, that’s totally not good enough. People’s time is so limited, they need to see solutions and dots connected: “How can your product or service help my business, in this vertical, today? What are some examples that? How have you done that in the past for other companies like mine? How are you going to help me in the future? What don’t I know about this industry or this product that you can help me learn?” It’s all about that value-added sales rep with unexpected insights that the buyers never thought of. That’s winning a lot of deals these days. ABOUT OFFIT KURMAN Offit Kurman is one of the fastest-growing, full-service law firms in the Mid-Atlantic region. With 120 attorneys offering a comprehensive range of services in virtually every legal category, the firm is well positioned to meet the needs of dynamic businesses and the people who own and operate them. Our eight offices serve individual and corporate clients in the Maryland, Delaware, New Jersey, and Northern Virginia markets, as well as the Washington DC, Baltimore, Philadelphia, and New York City metropolitan areas. At Offit Kurman, we are our clients’ most trusted legal advisors, professionals who help maximize and protect business value and personal wealth. In every interaction, we consistently maintain our clients’ confidence by remaining focused on furthering their objectives and achieving their goals in an efficient manner. Trust, knowledge, confidence—in a partner, that’s perfect.
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