Monday, March 26, 2012

Sales 2.0

Over the last few weeks, we reviewed the concepts of Social Selling and The Social Enterprise. This week we will marry the aforementioned concepts in the revolution known as Sales 2.0. In my estimation there are 3 key characteristics to Sales 2.0:
  • Introducing Compelling Content
  • Performing Rock Star Presentations
  • The Forgotten Concept of Human Interaction
Cold Calling is Dead
Very few people answer the office phone, everyone has caller ID, and calling from a blocked number is a poor way to establish trust. Everyone is busy and interruptions are never well received. Even the magic phone controllers of yesteryear need a point of reference these days.

In order to make an impact you need content to support your prospecting efforts that is easy to access and simple to understand:
  • Value propositions must be conveyed within 10 seconds
  • Content has to be written in your prospective customer's language
  • The best way to intrigue your buying audience is by entertaining them 
Maybe you have a knack for writing concise and meaningful emails. You might be able to peak customer interest through video sharing. Maybe social media has served as an engagement point. These days a phone call or smile without significant content attached to it will commoditize you as another pretty face.

Wake Up Call
Sales teams spend countless hours preparing for the big pitch. We think ourselves in circles obsessing over the intricacies of our products and services. We get in front of a prospective customer and take them way down the rabbit whole....a 90 minute crash course training on how our products works......without considering WHY they would want to use it. Repeat this pain staking process 4 times and you have a day in the life of a wonder why they're grumpy.

All sales people want to be Rock Stars....your content and how you present it is your Rock Opera!

You can differentiate yourself from the other boring presenters by doing the following:
  • Deliver multi-media presentations that are "fun" for your audience
  • Consult in an interactive manner
  • Articulate a business solution (not a product or service)
We all know the fine points of where we are better than our competitors....our buyer doesn't care. The key to wining is presenting as if you were a co-worker not a potential "vendor".

The Secret Sauce
The sales folk are aggressive and articulate but they still seem to believe their gift of gab is all that matters. The marketing folk have amazing content but engaging at the point of sale requires more than product functionality. Sales 2.0 brings great content and differentiated consultation together. But, don't fall into the trap. There are products built by brilliant programmers who know how products function but are unable to articulate why they will make a potential customer's business better. It's not about the widget!

The key to winning in sales is to develop the ability to become a consultant not a salesperson, a partner not a vendor, a friendly advisor not an annoying product pusher.

Consider This....
  • Don't demonstrate a product, present a solution
  • A brand is only as good as the people who represent it
  • Make is easy
  • Make it fun!
Don't Forget to Remember!


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