Social Selling

Moving Your Buyers to the Next Step of the Journey

Moving Your Buyers to the Next Step of the Journey
By February 20, 2013 Social Selling

Tactics that engage, enthrall and educate are a waste of time if they don’t move your buyers. ‘Leaky Funnel’ author Hugh Macfarlane shares simple steps to make your tactics – social and not – work much harder. Read more ›

The Common-Law Customer: The Ties That Bind

The Common-Law Customer: The Ties That Bind
By February 14, 2013 Social Selling

What keeps customers happy with you when there’s no “marriage license” — no obligation to stay loyal to you and you alone? Read more ›

Deepening Customer Relationships: Five Common Sense Ways

Deepening Customer Relationships: Five Common Sense Ways
By February 9, 2013 Social Selling

To make a connection with your customer and deepen the relationship requires time, patience, and commitment — but building those relationships is the cornerstone of an enjoyable career as well as a business strategy that works.  Our CEO Jon Ferrara, for example, names his five E’s of engagement: Enhance, Educate, Engage, Empower, and Embrace.

There’s a lot of talk about the customer relationship that turns into an opportunity. But isn’t it the journey to that opportunity that is the enriching part of your life? It’s like that old saying that “life is what happens while you’re busy making other plans.” That’s another way to look at customers. They’re relationships — relationships Providence has placed in your path . You are entitled to enjoy them on the way to the sale — and after it.  Here are five  ways to enrich the experience. Read more ›

Social Media: A Team Effort Between Marketing and Sales

Social Media: A Team Effort Between Marketing and Sales
By January 30, 2013 Social Selling

Surveys of B2B marketing budgets consistently show that a higher percentage of marketing resources are being invested in content development and social media than ever before. But business social media is too important to be left to the marketing department alone—it needs to be a team effort between marketing, sales and other customer-facing employees.

In addition to the obvious advice to make all of your invaluable content social-media friendly and easily shareable, I’d like to suggest 7 simple steps that could help the whole organization to come together to fully realize the potential of business social media. Read more ›

The New Social Sales Playbook

The New Social Sales Playbook
By January 24, 2013 Social Selling

The Buyers’ Journey Has Changed

Buyers are no longer making decisions based on long, complex research and committee decisions. Today it’s harder to make old school sales work. Few execs will take a cold call or return an email or voicemail. And marketing may have a more difficult job finding and articulating the advantages of your product/service over competitors. Read more ›

Portrait of a Prospect in 2013

Portrait of a Prospect in 2013
By January 23, 2013 Social Selling

They’ll start without you.

By the time your sales team knows about them, a customer can be halfway through the research process and on their way to a buying decision. A good case for salespeople participating earlier on sites and channels where your customers might be delving and gathering information and opinions (forums, Quora, Twitter, Facebook, Google+, LinkedIn groups…) Find out where the decision makers hang out — there are more resources every day where they can be talking about you. You want the information they have to be correct and comprehensive. They are the puck. Go where the puck is. Read more ›