Sometimes it can be hard to put things into proper context. Yet, when we don’t we usually don’t like the results.
Throughout my sales career I sought context. In a sales cycle, prospects offer information to sellers; lots and lots of information. The challenge? Not all information carries the same level of importance. First I learned and then I enabled other sellers that:
Context is a killer app.
The common example I used back in the day to poke fun at marketing-created cliches at Oracle NetSuite regarded the real-time capability to close a company’s monthly financial statements vs. the typical delayed process of days or even weeks to get financial reports from older software NetSuite was designed to replace.
If you are the company’s Controller or CFO that sounds good, right? Real-time, month-end closing? But… would you spend $100,000 for it? That’s the context. Buying and implementing NetSuite ERP is generally a $100k spend (maybe more).
Sales (and marketing) pitches are like that. They might sound great, but…context can (literally) bite:
…a Peter Sellers movie. Sellers, as Inspector Clouseau, is standing at a street corner with a dog at his side when a stranger approaches him. The stranger asks, “Does your dog bite?” The always forthright Clouseau responds, “No.” Then the dog at Sellers' side promptly chomps on the leg of the bystander. The astonished man replies with justifiable anger, “I thought you said your dog does not bite.” Sellers calmly replies, “It's not my dog.”
Phillip G. Clampitt
I remember to this day one of my very first sales meetings as an ADP National Accounts Account Executive. I was meeting with the VP of Data Processing at Schwinn Bicycle in Chicago. My sales pitch included several references to ADP’s superior “service”. After the third or fourth time I uttered the word “service’, he interrupted me, and I paraphrase from memory, “Gary, I grew up on a farm. And we took our cows to an adjacent farm to have them serviced by that farmer’s bull. I suggest you be more careful telling me how much ADP will service us.”
Context remains a key challenge today, true? All the headlines; all the hype. How can we tell whether our information sources (be they human or AI) are providing us with a “service”, or just “servicing” us?
GAP
When life gets tough we could get a helmet… or… we could leverage the peace and share the power of a positive perspective.


