Sales Savvy

Over fifteen years ago, we (a prior employer) formally included the internet into our sales training as an additional tool for our sales teams.  There was a lot of debate about its risk, effectiveness, the quality of information, etc. Similar issues are surfacing about social media. However, we found that it was used effectively with the right training and guidelines. One of the best things sales leaders can do is to find new ways to make their sales teams more successful. So why wouldn’t you explore social media?

While on Twitter I ran across a blog posted by Miller Heiman which reinforces my view of social media and selling. The blog, titled Prospecting with Twitter, LinkedIn, and Other Social Media, written by Brian Murphy. Brian talks about the effective use of social media in selling–making prospecting “more efficient”. Amen.

Social media enables intelligent selling through targeted information gathering. Twitter has a strong professional demographic, C-level executives who talk about their companies and blog on their websites. They are communicating vision, challenges, asking questions and sharing insights. Padmasree Warrior (Cisco), Jeff Booth (Build Direct), Phil McKinney (HP) are examples of executives who are using social media effectively (blogs, Twitter, Flickr). How often do you get the chance to “meet” these people and hear what they have to say firsthand?

These are credible people, talking about things that matter to them and their businesses. This information is valuable—based on a smart and specific approach to information gathering.  It can help craft how you approach prospects and contacts, what you talk about, how you identify and qualify prospects and/or build your customer solutions. Don’t follow the disgruntled or rogue employee—just as you would qualify contacts before you meet them; make sure they can add real value to your efforts.

Social media improves competitive intelligence, this is part of intelligent selling. You have access to information that is often difficult to get. The information on social media is viral, it is unfiltered and if your competitors participate, odds are their customers do as well. How often do you get a front row seat to hear what their customers say about their products or service?

Look for information trends and validate what you hear. One time events or single comments from an unhappy customer are not trends. As you are probably starting to realize, the sales rules remain the same even if the information source has evolved to social media. Validate what you know and use competitive information wisely and with integrity.

Conversely, if your company participates in social media, you will see what your company and your customers are saying—so will your competitors and customers.  Buyers are educated and diligent, they are going to research your company. The unfiltered information on your own company can be used to determine your account strategy, improve your success rate and/or overcome obstacles. 

Social media improves access. In the last ten years, sales barriers increased due to the predominance of voicemail, email, mobile phones, gate keepers, and increased security (no drop-ins or cold calling). Social media gives you access, not to be confused with cyber stalking. You can knock on the “virtual company door” when the physical door is shut, has a security guard and gatekeepers to keep you out.

Access comes in new ways in social media. Every time you comment on a blog, the author sees your message and your name. You can reply and DM on Twitter; gain visibility on Facebook company pages; comment on Flickr or YouTube; participate in online communities; request introductions or meetings on LinkedIn and other media, etc. The same sales rules apply here: Be smart, have a plan, make sure that your reason to connect is meaningful to the receiver—not you—and includes a message that will compel the right action.

My caveats are this: social media is a sales tool, it is not your closer—that’s the sales rep’s job; it should be formally incorporated into the sales tool kit—with guidelines; it is not the silver bullet for selling. As with the internet, I think you have to appeal to your own judgment and instinct about how it can help you. Do your research, find what works for you, set guidelines, train your employees, execute, monitor and share best practices. Rinse and repeat.  

If we ignored the internet as a sales tool, we would have missed out on some great opportunities. Leadership is about identifying the future state, taking risks and helping your team and company be successful. Jump in!