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:
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:
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.
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.
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
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
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
Chef Watson Commemorates World Food Day
Wed, Oct 15th 2014 12:15p Colleen Burns The United Nations has declared October 16 to be World Food Day, and the theme for 2014 is "Feeding the World and Caring for the Earth." To help with the UN’s goal to raise awareness of issues such as food security and malnutrition, the Chef Watson team issued a food challenge to our beta user Facebook group: with the help of Chef Watson, create a tasty recipe using some of the most commonly wasted food items in your kitchen.
We’ve already received some inspiring entries, [read] Keywords: connections
Brad Bird and the Shared Experience at the Heart of Movie Magic
Tue, Oct 14th 2014 9:18a Colleen Burns Readers of the Social Business Insights blog already know the power of sharing. Sharing information leads to efficiency; sharing expertise unlocks innovation; sharing data yields insights. In his TED@IBM talk “Dreaming Loves Company: Tomorrow’s Cinema,” Academy Award-winning writer and director Brad Bird explained how the shared experience lies at the heart of the magic of cinema. He was preaching to the choir as far as I, an avid movie-goer, was concerned, but it w [read] Keywords: connections
Trust in Transparency
Mon, Oct 13th 2014 8:11a Colleen Burns I did my luddite dad a favor and downloaded the latest weather app to his iPhone as he looked over my shoulder. I couldn’t believe his reaction when he saw me click “OK” to the following prompt: “Weather Would Like to Use Your Current Location.” It was as though I had just committed the most offensive crime known to man by exposing his whereabouts and intruding upon his privacy.
My dad immediately had me google how to disable the invasive l [read] Keywords: connections
Lisa Seacat DeLuca: Inventing the Future
Thu, Oct 9th 2014 12:15p Colleen Burns Every kid knows it: inventors are cool. It’s one of the things we want to be when we grow up, right up there with firefighter, ballerina or astronaut. But as we get older, we realize the improbability of having “Inventor” on our business card.
Thankfully, Lisa Seacat DeLuca never gave up on that dream. In her TED@IBM talk, “An Inventor’s Vision of the Future,” she told us about her first invention, a full-length umbrella she not o [read] Keywords: connections