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.
Get social.

Image credit: Use by country, Ogilvy

If you would like any advice please feel free to contact me.