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Practice Management > Marketing and Communications > Social Media

Advisors: Were the 'good old days' really that good?

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Ever wish you could go back in time to a time when selling was easier and less complicated? I certainly won’t deny that selling used to be easier. However, this doesn’t always mean the changes are negative. Let’s consider some of the changes in sales from the last few decades.

  • Availability of information. Consider how easy it is to find out who key decision makers are or how much revenue their company generates. You don’t have to scour annual reports, make countless calls or talk to dozens of people.
  • Access. We now have so much more access to people. This article is a perfect example. Twenty years ago I would have had to print and mail it to people in my database. Now, I can send it to tens of thousands of people with a click of a button.
  • Instant communication. Years ago we relied on the teletype (I just really dated myself, didn’t I?) and fax machines. Sales reps carried pagers and a roll of quarters, so they could “call in” for messages. There was no voicemail, so salespeople had to keep calling and calling. Now, the majority of salespeople have smartphones and have ready access to anyone they need to contact.
  • Social media. I wish I had fully embraced social media two years before I actually did because it is an excellent way to connect with people who are looking to buy your products or services. Plus, social media also gives you the opportunity to interact with many other people who can give you different insights, ideas and solutions.
  • Web conferencing. A face-to-face meeting with a client who was located on the other side of the country used to require many resources including time, flights, hotels and meals. Now, technology has made it easy and cost-effective to have a video conversation with customers or prospects.

Evolution is a natural occurrence that applies to every aspect of our lives, including sales. After all, do you really want to hop in a time machine and go back to the days of limited communication?

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Kelley Robertson speaks at conferences, sales meetings and association events. Get a free copy of “100 Ways to Increase Your Sales” and “Sales Blunders That Cost You Money” at For information on his programs, contact Robertson at 905-633-7750 or [email protected].


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