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Securing the Social World
Thu, Oct 30th 2014 21
Creating a successful system of engagement
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Is analytics the key to digital engagement?
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HIPAA in the IBM Cloud!
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Get social to get selling
Joyce Davis    

image Get social to get selling
by Ben Martin, Social Business Enablement Leader UKI

 
We are all in business to sell something, whether it's a service or a product. Let's look at the anatomy of a salesperson:
image 
But buying is different and this changes everything!

Customers have too much information, but not enough facts 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:  73 percent 
  • Brazil: 65 percent 
  • UK: 33 percent 
  • USA: 27 percent

Also the platforms used, vary from country to country:

 
image

 
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 organizations recognize that the buying process is changing faster than their organizations 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 sales person will be completely different in five years. The link between the Marketing Department and Sales Department is becoming inextricable. Individuals, regardless of role — that is, sales, technical, 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 it's 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.
 

Another question to ask yourself is: Does your boss know your skills?
 

Things to do right now:
 
  • Check "your” brand, enter your name in a Google search.
  • 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]


Martin works as part of the transformation team for IBM UKI. His role as Social Business Enablement Leader utilizes his many years of experience in using social media technologies to engage with both internal employees and external clients, helping facilitate faster responses through collaboration and sharing of information. His thought leadership on the use of social technologies has led to many presentations and webcasts, globally both from within the corporation and out.

Ben is an IBM Redbooks Thought Leader

image



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https://www-304.ibm.com/connections/blogs/socialbusiness/entry/get_social_to_get_selling?lang=en_us
Apr 24, 2012
32 hits



Recent Blog Posts
21


Securing the Social World
Thu, Oct 30th 2014 10:12a   Colleen Burns
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Creating a successful system of engagement
Wed, Oct 29th 2014 2:12p   Colleen Burns
We all saw the power of social/mobile this past summer when the ALS Ice Bucket Challenge swept not only the nation, but the world. Playful in its nature, the Challenge goaded millions to accept and post their videos – more than 6M videos on YouTube alone. Hand-in-hand with those posts was more than $100,000,000 in donations, in less than 60 days! Playful? Yes. Powerful? Absolutely. Why? One reason was because it was a very personal engagement. What if you could bring that type of [read] Keywords: ibm apple enterprise mobile
32


Analyzing the power of employee engagement
Wed, Oct 29th 2014 11:15a   Colleen Burns
A resounding theme at IBM Insight this year is the growing desire of companies to evolve into customer-centric organizations. Much of the discussion understandably revolves around using analytics to collect, understand and make decisions about customer acquisition and retention. However, a critical foundation for customer engagement is something much closer to home -- specifically, the employees that interact with customers. And, just as importantly, the way employees engage within the orga [read] Keywords: collaboration connections ibm community enterprise
31


To Reach Customers, Think Like a Customer
Tue, Oct 28th 2014 12:12p   Colleen Burns
By now we’ve all heard the story of the retailer that got into a bit of hot water by targeting pregnant women with specific ads that in one case in particular ended up revealing to a father that his daughter was pregnant. Way back in 2002, according to an article in the New York Times, marketers were already working on how to “figure out if a customer is pregnant, even if she didn’t want us to know.” This of course raised all sorts of concerns over priva [read] Keywords:
36


Is analytics the key to digital engagement?
Mon, Oct 27th 2014 2:12p   Colleen Burns
It’s a question many companies are asking right now – how do you transform enterprise culture to increase employee engagement and foster relationships with customers? According to a Social Business session at IBM Insight today, the answer is to build on analytics as the foundation of your engagement strategy. As the use of social technology increases dramatically, organizations are finding a need to create an enterprise-wide strategy for social implementation and adoption. [read] Keywords: collaboration connections ibm enterprise network
88


HIPAA in the IBM Cloud!
Wed, Oct 22nd 2014 8:15a   Colleen Burns
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87


Concrete Sunflowers May Bring Energy to Millions
Tue, Oct 21st 2014 9:12a   Colleen Burns
Did you know that concrete was invented by the Romans roughly 2,000 years ago? Think of the Pantheon, one of the most beautiful (at least to my mind) monuments in a city overflowing with stunning architecture. It was commissioned during the reign of the Emperor Augustus by Marcus Agrippa and its dome still holds the record as the largest ever built of unreinforced concrete. Yes, concrete. I was thinking about concrete’s ancient origins when Gianluca Ambrosetti, head of research f [read] Keywords: connections ibm




64


Susan Etlinger and Time-Tested Thinking Skills for Today’s Data Profusion
Mon, Oct 20th 2014 10:12a   Colleen Burns
or, Who’s Afraid of the Big, Bad Data? At work not too long ago I was looking for a particular statistic for a presentation. I found several relevant stats and perhaps not surprisingly, some of them contradicted each other. I was tempted to cherry-pick the stat that would fit best in the presentation, but my conscience wouldn’t let me take that easy way out. So I hunkered down for what I knew would be the arduous job of trying to determine which stat was considered the most [read] Keywords: connections ibm twitter
79


Social Business Unboxed: A World Gone Social with Mark Babbitt and Ted Coiné
Thu, Oct 16th 2014 11:12a   Colleen Burns
Social Business Unboxed Stories of Insight & Success in Digital Engagement In this episode of Social Business Unboxed, we talk with Mark Babbitt and Ted Coiné about their new book, "A World Gone Social: How Companies Must Adapt to Survive." An IBM Social Business Reading Club selection for September, I thought you might find this discussion valuable. We discussed some of the key topics in the book, including: - How leaders can engage their workforce and customers in so [read] Keywords: agent collaboration ibm community podcast
122


Mission Possible
Thu, Oct 16th 2014 8:12a   Colleen Burns
Good afternoon, Bosses, On today’s 56th anniversary of Boss’s Day I have a challenge for all you fearless leaders. Let’s call it: “Mission: Take Your Employees to Lunch.” Your mission, should you choose to accept it, involves the reworking of an effective workplace. You must select two of your team members to take to lunch – one of whom must be a millennial. Once you have been seated at the café or restaura [read] Keywords: twitter




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