How to Make the Sale After Your Fling With Social Media

June 23, 2011 at 7:29 am | Posted in Adrian Miller Sales Training, Marketing, New York Sales Trainer, sales, Sales Training, social media | 1 Comment
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We are all aware that social media plays a huge role in our current sales and marketing landscape. Creating visibility, softening the market, starting and/or maintaining a dialogue with customers and prospects alike, well, I think we can all agree that’s it’s a pretty terrific tool.

But…and this is a VERY big but, if you have anything other than an internet based business you had better become reacquainted with the importance of old-fashioned sales skills, the kind that existed well before Mark Zuckerberg made his mark or Linkedin became the darling of business prospectors.

Yes for most businesses it is people that woo, wow and win clients and if you forget that fact and get lost in the land of facebook, linkedin and twitter, you might find yourself with less business that you might have had if only you had deployed sales best practices.

–Make sure that you know the value and improvements that your business provides to customers so that you can present these benefits concisely and coherently when engaged in your business prospecting efforts.  To that end, embrace your points of differentiation but be sure that what makes you different is truly what your prospects “want” and need.

–Understand the critical importance of effective probing and seek to uncover everything that you possibly can about your prospects and clients. Asking questions helps to gain rapport and is always more insightful than simply checking their status update.

–Be prepared for pushback and hesitancies. This is always true but especially so during our current economic situation. People are nervous and conservative and it takes extra sales ability to help them to pull the trigger and say “yes”.

–While ABC (always be closing) is a cliché, it is certainly important to be proactive when leading your prospect to a “next step” for that is what closing is, simply a next steps scenario of which both you and your prospects are aware

–Don’t lean on technology instead of the “personal” touch.  Make it a point to reach out and call your prospects and customers on a regular basis. Too overwhelmed and busy to make the calls? Break them up into very small allotments. You CAN make 1-3 calls per day, can’t you?

Don’t get me wrong, I don’t mean to underestimate the power of social media. As the owner of a small business, I thrill at the fact that, to a certain extent, it has leveled the marketing playing field. But people do business with people and when companies forget that fact, all the social media in the world won’t save the day.

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  1. I concur Adrian! “High touch” is paramount over “high tech” unless you have a pure e-commerce biz. The phone is a fantastic ally and unfortunately many look at it as the enemy and avoid confrontation.


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