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Degraded Buying Experience
Amplifying The Sales-centric Lie.
The Degraded Buying Experience is the sales-centric use of technology to amplify the Default Sales Approach and deliver the Commodity Buying Experience at scale.
Here, the salesperson's content preparation expense is at or near zero, such that Information is neither expert nor curated for the Buyer. Salespeople are admonished to spend as little time as possible in research, a staggering proof of sales-centric ignorance as research is the accumulation of personal expertise so vital to curating expertise for the Buyer.
Since the Buyer is a means to an end, the Vital Sales Tasks being automated by salespeople have everything to do with delivering an experience the Buyer hates, resists and deploys counter-measures against.
Under The Sales-centric Lie, sales stacks are employed to implement email chain spam and threading spam, favoring brute force to put the Buyer into an Involuntary Consideration Posture. The quality of each message is subordinated to personalization at scale and the pursuit of high volumes of activity to be reported on the Dashboard of Failure.
Dashboard of Failure
The Default Sales Approach yields a Commodity Buying Experience the Buyer hates. So dashboards are assembled to report the consistent failure of the approach by calling out the positives: 9% opened the emails. 3% responded. Consistent punitive actions are taken on any Buyer who strays near the website, yielding 10 new meetings with unqualified contacts. The only thing missing on the Dashboard of Failure is the Unsubscribe Forever Rate; the rate at which Buyer recipients of any Hyper-Spamming campaign respond with Logo Banning, or spam blocking the company by brand name and forever.
Over-simplification Syndrome
Over-simplification Syndrome is the sales profession's compulsion to reject complexity or sophistication in any explanation as being intrinsically flawed. Over-simplification Syndrome says that the problem of increasing sales is simple, skills are not required, another app added to the towering sales stack can solve everything. Over-simplification Syndrome rejects the Buyer-Wins model as being too time consuming to implement. Instead, use ChatGPT. Increase the number of cadences, the Default Sales Approach says sales-is-a-numbers-game.
Holdback In Desired Expertise (HIDE)
The Holdback In Desired Expertise (HIDE) is the sales-centric practice of rationing or withholding the expertise the Buyer is seeking in order to constrain or bait them into compliance with the stages of the sales process. It stipulates the first point of contact for the Buyer should be the SDR, as they are the least expert position and have the highest attrition of anyone in the company. This way, the Buyer should get no expertise, nor any consistency in their first point of contact and thus has no choice but to accommodate sales-centric requests to conform to the sales process as the Commodity Buying Experience dictates.
Personalization Paradox
In the Degraded Buying Experience, Personalization isn't. In fact, cadence software providers warn against too much personalization. This of course has nothing to do with the fact that their SaaS products are boilerplate spam machines which cannot handle curating expertise, but that "Buyers don’t like it." Thus the Personalization Paradox that as the Buyer's expectation of receiving true personalization, in the form of Curated Expertise, increases, and as the salesperson's ability to do it increases, the actual offering of true personalization has collapsed.
Hyper-Spamming
Hyper-Spamming is the highest implementation of The Sales-centric Lie, where cadences are deployed over multiple domains. So as the Buyer becomes tired of receiving the sales-centric drivel they are being punished with and marks the seller's first domain as spam, the seller can switch to another domain, keep penetrating their defenses, and continue to push the same sales-centric spam. All this they believe will one day force them to become a paying Buyer.
Bad Actor Syndrome
The Bad Actor Syndrome is the sales-centric use of techniques pioneered by hackers, phishers and other cyber-security threats. SaaS products promote the capability to send mass emails that pretend to be personal. The use of boilerplate templates that inexplicably combine prior email threads of their spam. And the kingpin, the use of multiple email domains to confuse spam filters and continue to force an Involuntary Consideration Posture on the Buyer. Adding value? Building trust? Never has the sales profession been further from legitimate service to the Buyer interests.
The INEPT Cost
The Ignorant Needless Exploitative Penalty Tax (INEPT) is the effect of Hyper-Spamming cadences on the Buyer base. The time cost for the Buyer to handle the worthless information shoved at them in email and cold calling from salespeople who have not curated any expertise for them. Buyers are levied an actual tax, a cost of doing business which they must pay, because most salespeople continue to conduct their sales-centric approach of seeking Buyers at scale, without curating expertise.
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