We are all in business to sell something, whether its a service or a product.
Lets look at the anatomy of a salesperson:
But buying is different and this changes everything!
Customers have too much information, but not enough fact to act upon.
These days Clients have more choice than ever before, with information available through varied and diverse channels. Buyers are no longer relying on the sales person for information. Instead 70 percent are looking for information online before making a decision or purchase.
A recent study “The Future of Selling” from Ogilvy, says that although sales people agree with the above, they feel that the customer is not getting the right kind of information about your products and services.
This new way of gathering information is affecting the seller in a huge way. In Ogilvy’s study, nearly 50 percent of sellers (1100 interviewed) agreed that social media helps them sell. The biggest influence was seen in China at 73 percent, Brazil 65 percent UK 33 percent and USA 27 percent.
Also the platforms used, vary from country to country:
Top performing sales people are adopting social media technologies to drive their success in sales. Using these tools they can help with personal branding, demonstrate their value faster, reduce the “time to trust” factor and best of all help (unconditionally).
It is also worth noting that sales organisations recognise that the buying process is changing faster than their organisations are responding, with many companies blocking employees from using social media. When companies do allow use, there is lack of education about how to use with many employees wishing their companies would offer more help.
Change or else.
The world is changing at an astonishing rate and as such the role of a salesperson will be completely different in five years. The link between the Marketing Department and Sales Department is becoming inextricable. Individuals, regardless of role i.e. sales, technical or operations are also becoming marketers of their personal branding. Peoples skills and expertise will be easier to locate at the touch of a button.
Questions to ask now are: “If your client is researching, are you easy to find?” “Do you provide information that will assist them and that will provide value?”
We all have information that someone is looking for, whether its in your head, on your hard drive or in your email. Get it out there, put it on YouTube, write a blog, use Twitter or collaborate from within your company, engage in conversations, be helpful, try to solve problems versus just selling your solution.
Another question to ask yourself is: Does your boss know your skills?
Things to do right now:
Check “your” brand, Google yourself.
Create content to fall in the path of the digital buyer.
Get marketing and sales on the same page.
Build your network with people you know well and others who you don’t know that well but essentially build your network.
Image credit: Use by country, Ogilvy
If you would like any advice please feel free to contact me.
If you know me, you will know I am addicted to work, I am pretty much online most of the time. Often the voice inside my head, typically my wife,
is “you’re not on the clock now you know”. But you know what, I love what I do.
Its great to explore new networks, searching out questions where I can offer an opinion. More importantly have conversations with people I
dont know, about topics we have an interest in. I feel engaged.
Its a sad fact but I often hum to various tunes about it, but being tone deaf and lyrically barren, I never manage a full verse. One of my hums is to the tune of “500 miles” by The Proclaimers
When I wake up yeah I know I’m gonna be
I’m gonna be the man who tweets alot to you
When I go out yeah I know I’m gonna be
I’m gonna be the man who checks in using Foursquare
That’s as far as I get, I cant work in additional lyrics such as – I check my RT’s, mentions, blog comments and the buzz I get from “Great post,
thanks for sharing” or the followers that find something of value from my twitter antics. I am as I said addicted and need the fix, that social
networks can provide. But you get the drift.
I shouldn’t have been surprised when I Googled social addiction, that the images it provided depicted the worst meaning of addiction mixed with the brand names of social networks, but I was. All very negative connotations. However I did find this infographic.
As usual there is no shortage of articles:
So I can even understand why people are hesitance to get into social media. It can, if you let it, get quite involved. But and this is a big but, what I get from helping people I dont even know personally and being recommended as a resource to others is a fantastic feeling.
My personal recommendations are figure out what you want to achieve first. If its personal branding then think LinkedIn, Blogs and Twitter,. If is marketing a brand then Facebook, Twitter, Pinterest or Blogs. If its sales then you need to think both, why, because people buy from people. You are now being a marketeer as well as a sales person. Believe me once you have done the set up work, it gets easier!
If I am allowed one more song to hum to it would be “Jeans On” by David Dundas
When I wake up, In the morning light
I turn on my phone and I feel alright
Like I said lyrically barren!!
As there is a lot of talk about Instagram today I thought I would pull together a small collection of infographics.
There are of course lots more Click here for a Google search