Don't spread this around. Here's the text of the article I just wrote on Sales 2.0 for the upcoming LERN magazine. It's pre-publication--just for Bizz Buzz readers.
Sales 2.0
It’s an exciting time in Contract Training. The old way of selling is evaporating and the new wave is about to hit–Sales 2.0 is at your door. It’s going to look a little different in our industry than it does in some others, but we’ll still benefit from the biggest revolution to hit sales since the 50's.
What is Sales 2.0?
Sales 2.0 utilizes customer-focused selling methods and electronic tools to transform both sales activity and sales results. Following in the footsteps of savvy companies like Amazon, most salespeople in our industry will do a scaled down version of Sales 2.0 and still manage to radically increase contracts and other opportunities to serve. Even in a downturn economy, those who make the shift will profit. Time is of the essence.
What’s wrong with Sales 1.0?
The way most institutions are selling is working to some degree, but the increased use of technology will shorten cycle time to closing sales and will completely revolutionize "cold-calling" and other methods of lead generation. By using better tools, the increased ability to track effectiveness in contacting the customer will mean that over time, we will refine our processes until we’re only doing what works.
In many institutions, marketing is often on one track and sales on another, and though they could easily work hand-in-hand, they don’t. In Sales 2.0 marketing and sales will become a more seamless unit as we implement our understanding that our customers’ purchasing habits have changed.
Building networks of committed customers
Our success in contract training has always depended on our ability to build networks and to create relationships. Valuable information and opportunities are exchanged between sales people and their potential customers. Sales 2.0 takes this time-honored way of doing business to a whole new level.
In Sales 2.0, we’ll use social networking tools like Facebook, LinkedIn, Twitter, blogs, websites and more to create meaningful, mutually beneficial connections among colleagues, clients, teachers, consultants and other partners. We’ll create an environment where collaboration is rewarded with opportunity.
Today, your customer may be shopping for training or other services on a weekday, weekend, or in the middle of the night. You will succeed if you are ready when they are–and by getting your customers the information they need, when they need it. If a customer wants a class description, a client list or a few examples of testimonials, you want them to have it, pronto!
In addition, customers will make special efforts to buy from people they know and trust–or from people that come recommended by friends. Using social networking tools, you can create a "community" of colleagues who trade information, conversation and resources and when it’s time to buy, they’ll look your way.
In Sales 2.0, you’ll be creating opportunities for your customers to converse. And most important, you’ll be in more frequent contact, earning a reputation as a source of valuable information. When this works, customers will come to depend on you for answers, trends, and help. With that in place, you become the logical "go-to" person for training, consulting and other key services. The end result is a high-loyalty relationship that not only nets you contracts, but one that gets you referrals as well. You’ll switch from selling to helping your clients buy.
How does it work?
When your Contract training unit has an online tool to offer articles for download; webinars; podcasts, blog posts and online question and answers, you’ll slowly amass a group of people who get to know you because you offer value. People will offer their email and contact info because they want what you’re offering to share. How many times have you given your contact information to a site that offers a free PDF or e-book in return for your information? If you haven’t yet, you need to begin to explore the new online world of vendors who are giving their expertise away to earn the privilege of getting your business.
These days you can’t reliably reach a customer on the phone (count on 10 cold calls to get a person on the other line, what to say of an actual prospect) and most face-to-face calls should be reserved for those who have expressed a need for them. This means that we need another way–a better, cheaper, faster way–to meet our next client. We need to be more visible, in less time, for less money, than ever before. Electronic media are perfect for this!
Let’s say, for example, that you have a Facebook page and that this week you let your customers know that you did 4 trainings, two consults and that you have an open house on Tuesday of next week. Maybe you also posted links to a good article about social media marketing, two testimonials (one written and one 30 second video clip); one best practice you gleaned from a customer comment and a 2 minute YouTube video of one of your hot-shot instructors explaining a key point. Add a live customer chat window (ridiculously cheap and easy to use) and you are a Sales 2.0 hot shot.
You’ve successfully delivered several things of value, and your customers are clear that a) you’re busy; b) your other clients like your work; c) you’re cutting edge; d) you’re interested in the same things they’re interested in, and that you care about their needs and more.
If all this leaves you feeling like, "How can I manage this? I barely have time to order books for classes?" you’re probably just not yet familiar enough with how easy social networking tools are and quick you can get things up and working for you. I am committed in 2010 to helping you understand the new Sales 2.0 environment and to helping you take whatever steps forward are appropriate for your organization. Watch this blog for more information and dialog.
Are you taking steps to investigate or to use Sales 2.0? How can we help each other?
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