LinkedIn

I'm a big fan of LinkedIn. It's a powerful business tool for connecting. Giving and getting referrals has not changed over the past 20 years I've been in business. LinkedIn is an automated tool to facilitate the process.

Today I have 120 connections. Of those 120 connections, I can say that I 100% believe and can vouch for 115 people on my list. There are 5 people that I don't really know. Before I understood how the tool would work, I accepted their invitations.

Now that I understand that it's good old fashioned networking, I only invite and accept invitations of people that I feel comfortable including in my close business circle.

What am I going to do with those five I don't really know? I'm going to make a point to get to know them so that I can feel just as comfortable with them as I do with the other 115. By doing so, I'll increase my network.

If you don't manage your contacts thoughtfully, all you have is a list of names. You're no closer to having a network than you were without the list.

Social Marketing

Business owners seem to think Social Marketing: Twitter, Facebook, Blogs, SEO are the holy grail and business will come flowing effortlessly to them.

Social Marketing, in a way, is the holy grail. It's extremely powerful marketing. It's an inexpensive tool to help build a following, connect with your customers and bring more business to you. It provides immediate, measurable results.

A business however, cannot avoid, the "Basics of Sales".

An executive told me recently that her business received 1100 Facebook hits and 25 customers. My reply was 'that's great! Now you have a decision to make, you can either increase your Facebook hits or increase your close ratio. If the metrics are right and 1100 hits bring 25 customers will 2200 hits bring 50? Or is there a way to increase the number of conversions from 1100 hits? These are happy problems.

In addition, the 25 immediate customers don't represent the whole picture. 1100 prospects or clients have increased their awareness of her products and may result in sales later.

This business sells promotional buttons to rock and roll bands. Facebook is a great tool for them. It reaches their target market.

Facebook is not, today, a great tool for a manufacturing firm that sells coil to OEMs. Chances are their customers are not on Facebook and not looking for product information there. By following the Basics of Sales, businesses need to listen to their customers and reach their targets with media that they use and value.

By listening and employing solid sales skills, social marketing is the holy grail and can be very, very powerful.

Charmed Sales People

There's a comment after the Basics of Sales post that talks about the types of sales people that are so charming and attractive, people want to buy from them just because they want to be liked and accepted by them.

It is true, there are some sales people like that out there. I'm not one of them and if you read this blog you probably are not either.

I knew of a guy that bought a truck from a beautiful woman at a car dealership. Her desk was right in the front window of the dealership. He used to drive by just to take a look at her. Sure, it happens that sales can occur based on the sheer charm of the sales person but it's not something you can control and it's not a quality that most of us have.

For the rest of us, the Basics of Sales will work. You'll need the basics whether your job is selling or you are looking for a job or your promoting an idea. You can control and influence the process and increase your chances of consistent success. It's not based on luck or charm.

You'll work with integrity, and attract the kind of profitable customers and opportunities you want. For the charmed sales people they can even work the process and not rely on the chance that someone will be so engaged by them they'll want to buy.

It's fun to work and deliver sound services for a fair process. It's profitable and it feels good to work with integrity.

Ignoring Buyers

A lot of times sales people will dismiss opportunities because they only want to deal with the 'decision maker.'

In today's business world, one person does not make a decision in isolation. They will rely on a team to collaborate with when making a decision. It's important to treat each and every person that you meet with as if they have the authority to give you a sale. You'll learn a lot.

I was out making sales calls with a wholesale florist sales rep. Wholesale florists sell flowers to florists who in turn sell them at retail. We were making calls together so I could provide some sales coaching.

We called on a florist and the owner was not in. I asked the rep what he learned. He replied "nothing, the owner's not in, I have to come back another day." I suggested we go back in and talk to the woman behind the counter.

We asked her questions as if she were in authority to make a decision. We learned that the owner rarely came in, took his summers off to stay in his vacation home and relied heavily on his designer to make purchase decisions. They had a relationship with a competitor but the competitor was sometimes late in making deliveries.

By asking a few questions to a 'non-decision maker' we sure learned a whole lot.

Questions are your best friend in sales. Remember to listen more than you talk and you'll win each time.

Commission Programs

I'm not a fan of paying sales people 100% commission. When you do, you attract 'just anybody' to come and work for you. In addition, they almost always have second or third jobs.

When your sales reps are not making any money they are desperate and operating out of fear to get the sale. They'll use manipulation tactics with the prospects or the company they work for. Don't build your business on this week foundation.

I just saw Greg Wittstock, the pond guy, give a talk for a group of Presidents of small businesses. Greg honestly acknowledged business was down. He also said that he has guaranteed his sales reps salaries until 2010 so they can stay focused on sales and growing his company and not worry about paying their mortgages.

I fully support Greg and wish him tons of success. Seems like his company is embracing The Vision.

Shadowing

Shadowing is a great sales tactic that used to be used frequently, I'm not sure if companies use it too much anymore.

The term means that a senior sales rep teams up with a junior sales rep and they spend the day making sales calls. This is different than going out with a manager. When traveling with a sales manager, the sales manager has power and the junior sales rep has to listen to their critique whether it's right or wrong.

With Shadowing, the junior sales rep is able to watch and learn from the senior sales rep. The junior rep will learn by observing. They'll learn skills and tactics that the senior rep didn't even know they had.

The junior rep is required to make calls on this day as well. The senior rep will more than likely learn something about the company and products since it is all fresh in the junior rep's mind.

I've learned a ton from Shadowing. If you don't do it at your firm, I suggest you give it a try.

Don't Lie

There were a couple of great responses to the Don't Lie post.

One said,

"I think many salespeople might think a short-term gain is fine, since they'll change companies and somebody else will have to pay for their dishonesty."

This reader is correct. Some think short term gain is OK and they won't get caught. They're even rewarded by their employers for their tactics. Sure I've worked with people like this. I'd like to say that they weren't successful but they often were. Companies are so desperate for cash flow in our economic system, the leaders will turn a blind eye to those that generate revenue. It's one way to build a business but it's not my dream.

The writer goes on to use Bernie Madoff as an example. Even though our current economic climate is difficult, I like it. This economy exposes businesses that are shells and not truly profitable. Most businesses are not profitable. I think it's an exciting time and an opportunity to create true economic strength.

Another commenter states, "I get those annoying lie-calls at home all the time and don't buy into them. They are a waste of their time. Lying to me is insulting. If I had a SPAM button on my phone, I would hit it! I don't care how busy I am, I KNOW who has called me."

If your company's goal is to deliver with integrity and build a system of effortless success where your customer's come to you and gladly pay for the value that you bring don't lie and don't hire people who do.

Wouldn't it be a fun way to work and live? Imagine what we could create.