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An Odd Way to Advertise Social Media Services

September 3, 2010 By Barbara Giamanco Leave a Comment
socialadonroadsign

Photo Credit: R. Mark Moore

What do you think? 

Would you hand over money and trust the person who hung this sign to help you increase revenue using social media? Advertising on a highway road sign in the greater Atlanta area seems an odd way to get your social sales message out there.

In addition to the obvious disconnect between the type of service they are selling and the medium they are using to advertise said service, here are few other things that I noticed.

They advertise their social media services, but where’s the Twitter or Facebook handle? What about a website to learn more? I guess they figure you can’t surf the web while driving, but you can make a phone call, right?

Who is their client anyway? Anyone who can drive a car? As my readers know, I’m a strong advocate for narrowing your sales focus by targeting your ideal client, which is one of the benefits of using social media I might add. These folks are using the “spray and pray” method of advertising. Doubtful they’ll get much traction. Oh, and do you think they realize that they are breaking the law by posting a sign like this one? It would seem not.

What about you? What do you see? What do you think about this approach? Should we give the number a call and find out if their ad campaign is working?

Filed Under: Marketing, Sales, Social Media Tagged With: , , , ,

The Great Sales Lead Generation Debate

September 2, 2010 By Barbara Giamanco Leave a Comment
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It’s pretty common knowledge that in many companies the sales and marketing organizations bump heads. One of the most common areas of contention is around the entire lead generation process. The rub is that marketing program success is too often judged by the quantity, rather than the quality, of sales leads produced.  Yet, if you ask the sales force what they need to convert leads to revenue, they will tell you that more of the same isn’t better – better quality leads is better.

Granted, it is a tough balance and every company has to find the right mix as a part of their lead generation efforts.  Without the right process and preparation, too many leads, even of high quality, may overwhelm a sales team and opportunities will fall through the cracks. Not enough leads or leads of low quality diminish sales force productivity pretty quickly.

Here is a chart from MarketingSherpa’s 2009-2010 B2B Marketing Benchmark Report to illustrate. When asked, here is what salespeople want from marketing.

So, you tell me. Which do you prefer? A list of 200 names with a slim chance of closing business, or a short list of the top 25 best opportunities to focus your attention on?

Filed Under: Lead Generation, Marketing, Sales Tagged With: , , ,

Burr…Cold Calling Breaks the Rules of Social Sales

August 27, 2010 By Barbara Giamanco Leave a Comment
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When I originally started this post, I was quite firm in my belief that “cold calling” as a tactic for driving sales was largely ineffective. I still am for the most part. But to be fair, I may have generalized a bit too much. Perhaps I’m jaded. As a business owner, I receive some of the dumbest phone sales calls imaginable. Everything from mortgage brokers trying to sell me refinancing for a building that I do not own, budding rap stars looking for their next big break, people selling products that compete with what I offer…really?…the list is endless. Didn’t check the website and clearly didn’t listen to our corporate voicemail message.

Still, during a recent sales program I facilitated, a senior sales executive challenged my assertion that cold calling gets you nowhere saying that, “Cold calling does work.  I’ve brought in a number of large deals as a result of cold calls that I’ve made.” So, I couldn’t help but be curious. What makes it work for you, I asked.  Listening to him answer, I realized that his success was due to his planning and preparation. This executive knew what he wanted to accomplish. He researched his target companies. He planned what he was going to say. And, when he did pick up the phone, he managed to successfully connect with his prospective buyer. So, I’ll change my tune slightly. Cold calling is generally a waste of time, and there are some people who are able to make it work.

For everyone else, here are 5 reasons why cold calling leads to sales frostbite:

  1. It’s about relationships first, sales second. People buy from people that they know, like and trust. If they don’t know you, they are very unlikely to respond favorably to your unsolicited call. Cold calling runs counter to what the social revolution is all about. In the social sales world, it’s all about delivering value in advance of the sale. That requires getting to know a little something about your prospective buyer first and then offering to do for them without expecting an immediate return.
  2. It is an interruption – think phone spam. To do lists are already tough enough to manage, so when you interrupt a busy executive that you have no relationship with at all, you risk blowing your sales opportunity altogether.  Buyers are not looking to have information pushed at them from sources they do not yet trust. Use LinkedIn to learn about the people on your lead generation list. Find commonality and then use your social networks to facilitate warm introductions that lead to securing sales appointments.
  3. The spiel is boring and focuses only on you. Worse than the practice of dialing for dollars (calling a list of people you know nothing about) is that sales scripts are usually not tailored to each person called. More often than not the focus is on the seller not the buyer. Sales scripts are nothing more than a verbal dump of the features of the product on the unsuspecting person who picked up the phone when you called. That isn’t likely to endear you to them.
  4. The world is not your client. This concept is counter-intuitive for sales managers who believe that calling a lead list works, but you can accelerate your sales traction if you go narrow and deep within your particular market space. It means you must first be crystal clear about who your ideal client actually is. Calling a random list of 100 names is far less effective than figuring out who the top 10 right people to call on that list really are. If you are in sales, you want to move from lead to close as quickly as you can, right? Wouldn’t it be easier to determine where those 10 right people might be doing business online and start a conversation there? That moves you right to the head of the sales line if you do it well.
  5. It’s about perception. If you can’t explain quickly, clearly and succinctly why someone would benefit from buying your product, service or idea, you will lose sales, no matter how great what you have to offer is. During a typical cold call sales scenario it is not uncommon for reps to rush through a rambling speech that annoys rather than engages. If this is the first interaction that your prospect has with your company, are you are creating a positive brand impression or harming it?

There was once a time and a place for the sales practice of cold-calling. Those days are long gone. Thankfully.

Filed Under: Sales, Social Media Tagged With: , , , , ,

Networking Game Plan

August 26, 2010 By Barbara Giamanco Leave a Comment
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by guest author, Peggy Parks, The Parks Image Group

I had never networked until I started my business and was absolutely petrified. What should I do? What should I say? How do I start a conversation? How do I end a conversation? What do I talk about? How do I approach people? What do I wear? It was all so overwhelming. Therefore I’ve decided to assemble this “cheat sheet” for those of you who may feel uncomfortable mingling in a room full of strangers. Read this before you leave the house!
 
Before the Event: Have a Plan

  • Where are you going?
  • Why are you going?
  • Who will be there?
  • What is your goal?

Make sure you have plenty of business cards (neatly organized in a card holder) and a pen and notepad. Clear out your wallet and handbag to avoid any embarrassing spills.

Have your “elevator pitch” ready. An “elevator pitch” is essentially a spiel you give in the time it takes to ride an elevator (anywhere from 30-60 seconds). Hit the major bullet points – who you are, what you do, what you’re looking to accomplish - and be prepared to recite this throughout the event.

When You First Arrive 

  1. Survey the room. As you approach the door, take a moment to check your posture, adopt a relaxed and confident facial expression, and determine whether or not anyone you know is inside. Take a deep breath – it’ll help you calm those nerves. 
  2. Make conversation. Approach someone who is standing alone – most likely they’ll be grateful for the effort. Do not interrupt people who are deep in conversation, and do not invade others’ personal space. If you’re still at a loss, introduce yourself to the host or check-in person; oftentimes they are happy to make introductions to get the party going.

What to Say
We all know to stay away from politics and religion, but you should also make sure that you leave your personal life behind. Don’t talk about health issues. Do not criticize the venue or the food. Do not gossip.
 
Check the headlines and be aware of what’s going on in the news. This will give you a conversation starter. “What do you think of….?” This way you can gauge the person’s opinion and respond accordingly. There’s less chance of offending someone.
 
The easiest thing to do is ask others to talk about themselves. We all love to do this. Even if the person you are talking to is boring, be mindful; do not make them feel uncomfortable. Listen to them, nod, agree, be in a forward position, and look at them, not at who is coming through the door!

Should the person not know how to stop talking, you need to make a graceful exit. Do not make them feel bad. Smile; tell them you enjoyed the conversation and that you need to mingle with others.

Business Cards
I attended an event earlier this year. The event had already started and I noticed a woman who came in late. Before she sat at a table, she made sure she distributed her business card to everyone in the room. She was trying to be “discreet” but was very disruptive and rude. The woman next to me said, “Peggy, she needs to take your etiquette class.” What was she thinking? (She wasn’t.) Do not hand out your business card unless someone asks for it. All they will do is throw it away. Do not assume you can add someone to your distribution list simply because you have their contact info. Networking is about forming relationships, not selling yourself. People won’t buy from you unless they know you, like you, and trust you. It all takes time. Research shows that it takes seven “touches” for people to remember you. Exercise a little patience and take the time to forge a connection.
 
What to Wear
If you want to “work the room,” I recommend that you wear friendly and approachable colors such as a medium brown, a medium blue, or earth tones (if they are flattering to your skin tone). Wearing black may be a bit intimidating.

Wear a jacket which has two pockets. It will help when giving out your business card. Put your business cards in your right pocket, and put the business cards you receive in your left pocket (or vice versa). This will prevent the embarrassment of giving out someone else’s business card!
 
Following Up
This is the most important part of networking. Don’t let a great connection slip through your fingers because you were too lazy to follow up!

  1. Enter your contacts into your database. Include a few notes so that you can recall what you discussed.
  2. Pay it forward by making connections and introductions. Not every person you meet will present a business opportunity for you – yet. But by connecting someone with another contact who may be in the same field you can impress two friends, who will more than likely return the favor down the road.
  3. Send a thank you note or email if you are short on time.
  4. Check back a month later.
  5. Connect on social media. LinkedIn and Facebook – provided your profile is professional, not personal – can be a great way to keep in touch.

Peggy M. Parks is an international image consultant and founder of The Parks Image Group, Inc. in Atlanta, Georgia. Custom corporate workshops on professional business attire and etiquette, private one-on-one consulting that features a personal and individually crafted image plan and wardrobe planning and selection form the core services Peggy’s company provides. www.theparksimagegroup.com

Filed Under: Networking, Sales Tagged With: , , ,

Engaging Prospective Buyers

August 25, 2010 By Barbara Giamanco 1 Comment
Photos

The fine art of social engagement is something that many sales professionals I talk to are struggling to figure out. When is the right time and what is the right approach to use when engaging with a new prospect in the online space? In other words, when is it OK to move the conversation beyond information sharing and into a sales discussion?

Sharing knowledge and information for the betterment of the entire social community without the expectation of an immediate sales return is a core attribute of the savvy social sales player. The ebb and flow of give and take in social communities is expected and important. At the same time, we are also sales people who have quotas to achieve each month. It’s natural to wonder when the time is right to move beyond sharing goodwill and asking for a sales appointment. While the “right time to engage ratio” will vary due to the actual situation, I can tell you that the first several times you show up is much too soon. You make your mark – over time - demonstrating your willingness to share your expert credibility for the benefit of others.

How long does it take to make your mark, you might ask?

My personal experience is that it takes about 30 to 60 days for people to begin to know who you are. It’s possible to gain sales traction more quickly of course with increased frequency of participation, but be careful not to rush the process. Your goal is develop credibility in the eyes of your ideal buyer, because people do business with people that they know, like and trust. Selfless participation in social networks gives you the opportunity to let people get to know you, like you and trust you, which can shave weeks and/or months off your sales cycle.

Ready for a challenge?

Commit to one core group (it should be the one with the highest potential for return on your sales effort) for a month and make it part of your day to comment on at least one question. Keep track of the people who reference you in their subsequent comments. This will help you determine who’s getting to know you and help you understand what topics tend to generate more interest and dialog.

While you might be thinking, how can I squeeze this into an already packed day, the bigger question is can you afford not to? Buyers are discussing what products and services to buy. If you are not visible, how can you expect to be front and center in their minds when they are ready to make their decision? The social savvy sales winners are those professionals who understand that consistency is an essential ingredient to their online sales approach. Contribute quality content and thought leadership and the buyers in your group will soon recognize that you are someone they need to know.

There aren’t any shortcuts; you have to put in the time to become known. Do the work and reap the rewards. Done with purpose, a plan, patience and active participation, the return on your sales effort is absolutely worth it!

Filed Under: Networking, Sales, Social Media Tagged With: , ,
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