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What Today’s Sales Leaders Can Learn from the Morse Code Pioneer

Don’t Fall Into The Siren-like Lure of Inertia

Relayware Partner Relationship Management

What Today’s Sales Leaders Can Learn from the Morse Code Pioneer -- Sir William Preece

Posted on November 10, 2014 by John Benecke, Relayware Chief Financial Officer

Sir William Preece (1834 – 1913) was an electrical engineer, an inventor, an undersea telegraph cable repairman, a Morse code pioneer, the Chief Engineer of the British Post Office, and one of the earliest backers of a young Italian by the name of Guglielmo Marconi (the renowned Nobel Prize winner and the “father of radio”).

As a communications expert, Sir William should have been well placed to identify the potential that the newly invented telephone would bring, but in 1878 he pronounced, “the Americans have need of the telephone, but we do not. We have plenty of messenger boys.”

So why was Sir William so wrong, and what relevance does his error have for today’s sales leaders?

Quiet simply -- he was caught by the siren-like lure of inertia. He fell into a trap that many others risk falling into, if they don’t recognize today’s changing landscape.

Sales leaders who continue to see diminishing returns from their sales force investments but hope that more new products, more price cuts, more promotions, more marketing campaigns or more channel partners will free them from the accumulating effects of the tar pit of competition are likely to meet a sadly predictable fate.

What is required is a parallel track of investments into:

  • 1) A comprehensive program designed to leverage your selling forces and not just your sales forces and
  • 2) Selecting a best of breed technology that supports this comprehensive approach.

?Neither of these limbs can exist in isolation from the other, and I am proud to be working with the Relayware Partner Cloud where this powerful toolkit is supporting our clients’ indirect channel partners and delivering transformational change.