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HOW SALES SKILLS
HAVE CHANGED &
WHAT WORKS IN 2014
BRIAN CARTER
About The Author
Brian Carter delivers entertaining motivational talks on how top
performing organizations can generate mo...
About The Sales Survey
While writing LinkedIn For
Business, Brian networked
with salespeople and
discovered how they did t...
Executive Summary
1. Benefits: Social media provides
salespeople with tools to
improve prospecting, build
credibility and ...
QUESTION 1:
How Has
Sales Changed?
“What’s the biggest change you've
seen in sales in the last 10 years?”
“How have you ha...
Dr. Natalie Petouhoff
What’s the biggest change
you've seen in sales in the
last 10 years? How have you
had to adjust?
The...
Garrison Wynn
What’s the biggest change you've
seen in sales in the last 10
years? How have you had to
adjust?
Buyers want...
Jill Konrath
What is the biggest change you've
seen in sales in the last 10 years?
Today’s buyers research everything
onli...
Doug Theis
What's the biggest change you've seen in
sales in the last 10 years? How have you had
to adjust?
Changes in pro...
What's the biggest change you've
seen in sales in the last 10
years? How have you had to adjust?
The biggest change I have...
What's the biggest change you've seen
in sales in the last 10 years? How have you
had to adjust?
People have moved more to...
What's the biggest change you've
seen in sales in the last 10 years?
How have you had to adjust?
10 years ago today the la...
What's the biggest change you've
seen in sales in the last 10 years?
How have you had to adjust?
The biggest change in sal...
What's the biggest
change you've seen in
sales in the last 10
years? How have you had
to adjust?
There are a lot of
people...
What's the biggest change
you've seen in sales in the
last 10 years? How have you
had to adjust?
You can't be an anonymous...
What's the biggest change
you've seen in sales in the
last 10 years? How have you
had to adjust?
More people, not just the...
What's the biggest
change you've seen
in sales in the
last 10 years? How
have you had to
adjust?
I have had to
shift to le...
What's the biggest change you've
seen in sales in the last 10
years? How have you had to
adjust?
In terms of mechanism use...
How Sales has Changed
in the 21st Century
Sales has changed in five major ways:
1.Inbound marketing has begun to dominate ...
The Shift to
Consultative Sales
Transactional
Sales
Consultative
Sales
Salesperson’s
Role
Order taker
Trusted subject
matt...
QUESTION 2:
How Do
Salespeople Use
Social Media?
Dr. Natalie Petouhoff
Do you use social media in
prospecting or other aspects
of sales? What are some of the
do's and dont...
Garrison Wynn
Do you use social media in prospecting or other
aspects of sales? What are some of the do's and
dont's you'v...
Jill Konrath
Do you use social media in prospecting
or other aspects of sales?
I use social media in every aspect of my sa...
Doug Theis
Do you use social media in prospecting or other aspects of
sales?
I use social media to help prospects and clie...
Do you use social media in
prospecting or other aspects
of sales? What are some of the
do's and dont's you've learned
ther...
Do you use social media in
prospecting or other aspects
of sales? What are some of
the do's and dont's you've
learned ther...
Do you use social media in prospecting
or other aspects of sales? What are some
of the do's and dont's you've learned
ther...
Do you use social media in
prospecting or other aspects of
sales? What are some of the
do's and dont's you've learned
ther...
Do you use social media
in prospecting or other
aspects of sales? What
are some of the do's and
dont's you've learned
ther...
Do you use social media in
prospecting or other aspects of
sales? What are some of the
do's and dont's you've learned
ther...
Do you use social
media in prospecting
or other aspects of
sales? What are some
of the do's and dont's
you've learned ther...
Do you use social media in prospecting or
other aspects of sales? What are some of the
do's and dont's you've learned ther...
Do you use social media in
prospecting or other aspects of
sales? What are some of the do's
and dont's you've learned ther...
What Hasn’t Changed
in Sales?
Quality
Directness
Rapport
Will
Process
Quality.
More than ever, you need to
be selling a qu...
Facebook B2B
• Myth: Facebook is only for
B2C.
• Truth: B2B companies are
getting business from
Facebook.
• If your prospe...
The Skills Overlap
For Marketers &
Salespeople
Marketing Sales
Marketing Both Sales
Advertising, Marketing
Automation, Con...
Leads From Thought
Leadership
“My blogging and social media
produce one or two highly
qualified referrals per week.
I get ...
How Coy Davidson
Succeeds
Speaking/
PressTalkShareBlog
• I wrote a post about the Oil
spill and its impact on CRE
market (...
Coy Davidson Tips
• The blog is the centerpiece of
my strategy. I get 15,000
monthly visitors. If I convert
1% of those, I...
Curating Is
Time-Efficient
“I read 25 niche news
articles a day and find
up to three that are
worth sharing. It’s
ridiculo...
Leads from Curation
• Social posts start
conversations: “I saw your
linkedin story about… your
tweet about…”
• Met a lawye...
QUESTION 3:
What are the
Key Sales
Skills for
2014?
Dr. Natalie Petouhoff
What's different in the
salesperson's skillset in this era
of social and digital marketing?
And what...
Garrison Wynn
What's different in the salesperson's
skillset in this era of social and
digital marketing? And what hasn't
...
Jill Konrath
What's different in the salesperson's
skillset in this era of social and
digital marketing?
• Salespeople nee...
Doug Theis
What's different in the salesperson's
skillset in this era of social and digital
marketing? And what hasn't cha...
What's different in
the salesperson's skillset in this
era of social and digital
marketing? And what hasn't changed
that e...
What's different in the salesperson's
skillset in this era of social and digital
marketing? And what hasn't changed that
e...
Jim Reynolds
Dr. Natalie L.
Petouhoff
CEO, Dr. Natalie's
Executive Success
Acceleration Firm™
x
Jim Reynolds
Strategic Acc...
What's different in the
salesperson's skillset in
this era of social and
digital marketing? And what
hasn't changed that e...
What's different in the
salesperson's skillset
in this era of social
and digital marketing?
And what hasn't changed
that e...
What's different in the
salesperson's skillset in this
era of social and digital
marketing? And what hasn't
changed that e...
What's different in the
salesperson's skillset in this
era of social and digital
marketing? And what hasn't
changed that e...
What's different in
the salesperson's
skillset in this era
of social and digital
marketing? And what
hasn't changed that
e...
What's different in
the salesperson's
skillset in this era
of social and digital
marketing? And what
hasn't changed that
e...
Conclusion
Technology is always evolving,
and salespeople would do well
to try out new techniques.
There are sales skills ...
Takeaway Actions
1.Blog or Curate + Hootsuite
2.Ask questions in LinkedIn
Groups
3.Answer questions in
LinkedIn Groups
4.P...
About The Author
Brian Carter delivers entertaining motivational talks on how top performing
organizations can generate mo...
Have Brian Come Speak
To Your Salespeople
Brian is an entertaining and
informative speaker with a comedy
background. Here’...
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Social sales ebook brian carter

  1. 1. HOW SALES SKILLS HAVE CHANGED & WHAT WORKS IN 2014 BRIAN CARTER
  2. 2. About The Author Brian Carter delivers entertaining motivational talks on how top performing organizations can generate more revenue. His topics include modern sales methods, social media and internet marketing. Audience members include CEO’s, salespeople, business owners and expert marketers. Brian’s 18 years of business success plus a background in stand-up comedy produce presentations that are both entertaining and enlightening for attendees. Brian is the internationally bestselling author of The Like Economy, LinkedIn for Business, and Facebook Marketing. His books have been translated into Spanish, Chinese & Portuguese. For 14 years, Brian has developed strategies and built search visibility and social marketing fanbases for companies of all sizes, including well known entities such as Microsoft, Universal Studios, The U.S. Army, The World Health Organization, Hardee’s and Carl’s Jr. He has been quoted and profiled by ABC News, The Wall Street Journal, Information Week, U.S. News & World Report, Mashable, Forbes, Inc. Magazine, and Entrepreneur Magazine. Brian has written for Salesforce, The Huffington Post, Mashable (which boasts 20 million monthly readers), Marketo, The Search Engine Journal, AllFacebook, and The Next Web. He has more than 200,000 online fans and his content is viewed over 8 million times a month.
  3. 3. About The Sales Survey While writing LinkedIn For Business, Brian networked with salespeople and discovered how they did their work in the digital era. One third of that book is devoted to salespeople and the most effective ways for them to use LinkedIn. While working on a Social Media Sales ebook for Citrix, he felt it was time to update those insights and best practices. Brian reached out to salespeople and asked three questions about: • How Sales Has Changed • How Key Sales Skills Have Changed • How Salespeople Will Be Using Social Media in 2014 This ebook contains their answers. You may also want to get the related Citrix ebook!
  4. 4. Executive Summary 1. Benefits: Social media provides salespeople with tools to improve prospecting, build credibility and visibility and contact more prospects more effectively. 2. Needs: Salespeople still need a quality product, a direct approach, to build rapport, to be assertive in selling and to use and improve repeatable sales processes. 3. Trends: Technology will never stop improving, so your organization should encourage quicker adoption of new sales & marketing techniques and tools.
  5. 5. QUESTION 1: How Has Sales Changed? “What’s the biggest change you've seen in sales in the last 10 years?” “How have you had to adjust?”
  6. 6. Dr. Natalie Petouhoff What’s the biggest change you've seen in sales in the last 10 years? How have you had to adjust? The biggest change in sales is that the customers can speak to each other about a service or product, regardless of whether its a B2c or B2B market. In the past, Sales might have been able to spin what was being offered. Today salespeople really have to know their product and the product has to meet the brand's promise. That puts more pressure on salespeople to be authentic and direct. It also puts pressure on the company to deliver what they said they would. Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ Dr. Natalie conducts Executive Social Business Workshops with executives and/or staff and assess what the company is doing in social, how it fits into traditional business practices and to then creates a long and a short term strategic and tactical plan resulting in increased revenue and decreased costs for the efforts in social media. Dr. Natalie also teaches Social Media and Marketing at the MEMES Summer Institutes at UCLA Anderson & UCLA Extension. And is on the board of several start-ups. Connect with her here: www.Twitter.com/drnatalie and www.linkedin.com/in/drnatalie petouhoff/
  7. 7. Garrison Wynn What’s the biggest change you've seen in sales in the last 10 years? How have you had to adjust? Buyers want options. People don’t want to be sold to. They want to buy they want selection, and more power in the buying process. Instead of presenting they want you to give them options. They want to ask questions about those options. Buyers need to see the value. Technology has made information more available. People can get the info they need, so educating means less than it did. You have to get personal with the value. What do they value? And how will what you offer meet their needs? Buyers want to see how it solves their problems. They have specific problems to solve. A guy selling $3,000 suits, instead of telling you about the suit itself, will now ask, “What are you doing in this suit? We’ll customize this suit to how you’re using it.” Garrison Wynn Wynn Solutions Garrison Wynn helps people learn how to make the jump from being great at what they do to understanding and developing the qualities, it takes to be chosen for the job. As a speaker, advisor, author, and entertainer, Mr. Wynn has worked with some of the world's most effective corporate leaders and business developers, from multibillion- dollar manufacturers to top New York Stock Exchange wirehouses. By age 27, he became the youngest department head in a Fortune 500 company's history. He researched and designed processes for 38 company locations nationwide and he developed and marketed products that are still sold in 30 countries. His top-selling book, published by McGraw-Hill, blends a decade of research and his candid, laugh-out-loud delivery to finally spill The Real Truth About Success. His additional writing credits include business journal articles, weekly contributions to The Washington Post and co- authoring with Stephen R. Covey, Ken Blanchard, and Jack Canfield.
  8. 8. Jill Konrath What is the biggest change you've seen in sales in the last 10 years? Today’s buyers research everything online: how to solve problems, which vendors to contact, what criteria to use, who’s good. Plus, everyone is crazy-busy. They have way too much to do, fewer resources and shorter deadlines than ever before. How have you had to adjust? I’ve turned my website into a resource-rich information hub that I’m constantly adding to. I use it to attract prospects, demonstrate expertise, and start a relationship. And, I now view myself as a publisher, which is a big shift. I also spend lots of time online learning more about the people I’m connecting with. I check out their website, blog, who’s tweeting. And, I think LinkedIn is a virtual goldmine for learning personal info and uncovering key decision makers. Jill Konrath CEO & Chief Sales Officer Jill Konrath, author of SNAP Selling and Selling to Big Companies, is a frequent speaker at sales meetings. Using fresh strategies that actually work with today’s crazy-busy buyers, she helps sellers create new opportunities, sell more to existing clients and speed up sales cycles. Her newsletter is read by over 100,000 salespeople globally. Her expertise has by featured by ABC News, Fortune, Forbes, The New York Times, Inc. and Wall Street Journal.
  9. 9. Doug Theis What's the biggest change you've seen in sales in the last 10 years? How have you had to adjust? Changes in prospect behavior are the biggest change in my selling efforts over the last ten years: • Prospects are more knowledgeable - they've done research about your industry, your company and the products and services you provide • They are harder to reach - they don't return vendor voice mail messages and they don't respond to pitchy emails • They are expecting quantifiable value - they must see clear pictures of your products and services and understand how they might fit. Easy to understand products are services are winning business. Clear marketing messages delivered via multiple channels of communication are critical to success. Purposeful face-to-face networking at industry and community events is the new cold calling. Pushy, pitchy salespeople no longer have a chance. Doug Theis Senior Vice President of Lifeline Data Centers Doug Theis has been selling, support and managing IT infrastructures for over thirty years. With a background in both business development and IT staff operations, Doug believes in leadership, great teams and practical strategy for long-term IT success. Doug is Senior Vice President of Lifeline Data Centers, a colocation (outsourced data center facilities) provider. Doug leads sales and marketing efforts for Lifeline and regularly publishes articles and a monthly newsletter about industry trends. Doug enjoys adventure racing, team multisport events with an emphasis on navigation and problem solving. He has led Team Ragged Glory for twelve years through dozens of races that include mountain biking, orienteering, ropes and paddling.
  10. 10. What's the biggest change you've seen in sales in the last 10 years? How have you had to adjust? The biggest change I have seen in the last 10 years has to do with availability of information and reputation. Whereas before the salesperson was a single source of information, able to provide relatively- unquestioned “inside” information on an evolving product in a nascent space, the ultimate source of truth, prospects are now armed with a myriad of information resources, sourcing data from their social networks and connections. It is easier than ever to crowd- source and verify information conveyed by the sales person, seek out proof points from other known (more easily identified) relevant connections (existing or former customers, for instance) at the potential vendor’s company. Shaun Rosenstein Shaun Rosenstein Director of Sales, Sociable Labs Shaun Rosenstein is Director of Sales for Sociable Labs, working with multiple top innovators in the IR 500, selling a platform for on-website social commerce user experiences and customer insights. Previously, he was Senior Account Executive at Crowd Factory (acquired by Marketo), helping marketers create highly effective social marketing campaigns across all marketing channels. Before selling social software, Shaun sold online media and advertising solutions to Fortune 1,000 companies, focusing on new customer acquisition. He holds a degree from NYU and lives in San Francisco. In his spare time, Shaun bridges his online and offline interests by taking Instagram photos of his amateur cooking exploits. Follow him on Twitter @Prescovery.
  11. 11. What's the biggest change you've seen in sales in the last 10 years? How have you had to adjust? People have moved more toward marketing. The sales model since the beginning of time has been about building rapport, setting up presentations- people hide behind marketing, spamming, shotgun sales. 10 years ago we had 100:10:1 ratio, if you touch 100 clients you get 10 meetings and 1 deal. Now with modern technology and the availability of information, we do more of our lead gen and outreach electronically. 10-15 years ago we didn’t have that at our fingertips. We had to build our lists, and prospecting and list building took so much time. We had the Internet but not social not LinkedIn or Facebook or Data.com. We had to do a lot of research, crack something open to research, go knock on doors. We had a lot more F2F meetings and rapport was critical. We had to use the phone to set up meetings for presentations, which itself was rapport building. Sales professionals had to dig deep to build rapport, give something, or know how they were unique. Now they can contact 250 people to get 25 meetings or calls to get one sale. That displaced rapport building to some degree. It became a numbers game, and I can use social media to build lists. Old school salespeople have had to adjust- the competition are younger folks better at the Internet- I can use social media and the Internet now- it’s a learning curve, because there are so many websites and types of social media- I’ve had to find those places to find prospects and where and how to do the research. It’s not the newspaper or telephone or networking meeting. Jeff Thacker Jeff Thacker VP Sales Wynn Solutions Jeff has 22 years of experience as a sales professional. He has a track record of consistently growing revenue from 10% to 27% per year for an existing company and has doubled or tripled revenue for startups.
  12. 12. What's the biggest change you've seen in sales in the last 10 years? How have you had to adjust? 10 years ago today the landscape was completely different. Cold calling was king. Sometimes you could lead with a good mail campaign and affordable CRM platforms involved hosting a SQL server to put up and instance of ACT. The biggest most impactful changes: 1. Linkedin - You now have the ability to see who/whom the individual that your pitching is and to literally see if they have the ability to buy from you based on their connections. 2. The Death of Cold Calling - I don't know the last time that I picked up phone and called a business without a name, title, email or path of connecting with someone 3. Force Multipliers - Email, Content Marketing & Sales Automation tools have become the best friends of sales. Just imagine that you could target the customers who want to buy from you first? Jim Reynolds Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x Jim Reynolds Strategic Account Executive, Brandwatch Jim Reynolds is a season sales executive with over 10 years of sales experience in cutting edge technologies. Jim currently is the strategic account executive for Brandwatch, a leading global provider in the social analytics market, previously Jim worked for Emerge Partners a CRM & Experiential marketer based in NYC & Rochester, NY. Their core focus was CRM & Mobile marketing and clients included Pernod Ricard & Beam Global. Jim’s role was to create and define social practices across the agency including listening, engagement and platform deployment for customers. Previous to Emerge Jim was the Director of Sales for Techrigy and continued on through the Alterian acquisition. He's had the opportunity to work with such client as Microsoft, Google, Nokia, NASA, Warner Brothers, Chevron & Mars Global and agencies agencies families including WPP, Omnicom, Interpublic Group and many others.
  13. 13. What's the biggest change you've seen in sales in the last 10 years? How have you had to adjust? The biggest change in sales I’ve seen over the past 10 years is the talk about social media. Everyone knows they need to be ‘doing it’, but few understand what they should be doing. A few years back it was the Marketing and Brand managers tasked with handling companies social media initiatives, but the problem was these people already carried a full work load of marketing plans to implement. Adding in social media work was too much for them. Actual social media positions in companies are finally being filled, but still, it surprising to see how many brands do not follow a proper strategy. I’ve adjusted to the change by staying current; I read social media blogs, follow thought leaders, take online courses, and subscribe to newsletters. Brendan Mark Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x Brendan Mark Director of Sales, Marketing & Sponsorships at The Heliconia Press Brendan Mark is the Sales Marketing Director of The Heliconia Press – a leading production company in the outdoor industry that produces 5 Television series and that runs 9 YouTube channels that have gained over 14 million views and 40,000 subscribers. Brendan develops and maintains all marketing and partnership packages for the business to help brands leverage TV exposure, YouTube marketing, and Facebook impact. Brendan is a former World Champion kayaking athlete that toured North America on the national team – his deep interest in sponsorship led to his career sales and marketing.
  14. 14. What's the biggest change you've seen in sales in the last 10 years? How have you had to adjust? There are a lot of people relying on electronic means of communication when trying to make a sale. But outside of meeting a client in person, the phone is and always will be a salesperson's best friend. B.J. Shell Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x B.J. Shell Sales Consultant at Glad To Have You, Inc. Born in Southeast Missouri, B.J. quickly discovered that Cape Girardeau was a nice place to grow up, but the ocean was calling his name! Living on the coast since 1995, B.J. has a variety of experience in hospitality management, print advertising, direct marketing sales, real estate, Social Media marketing and Mobile Applications. Mobile is the direction that the world is going, and the Glad to Have You platform makes it easy to stay ahead of the crowd! B.J. has a proven track record of delivering results while working with and within a team to implement systems to create efficiencies and to generate new revenues using the Glad to Have You Guest Management for Hospitality Managers platform.
  15. 15. What's the biggest change you've seen in sales in the last 10 years? How have you had to adjust? You can't be an anonymous business listing in the yellow pages to find clients anymore. People have to be able to feel like they can trust you before they will make contact. That means getting your bio out there in the online local listings, referral websites and social media. They have to relate to you because you know their problems. Earl Newland Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x Earl Newland The Kansas City Dog Whisperer Earl has been helping the people of Kansas City solve their dog problems for over 30 years. When Cesar Milan came out with his show people began calling him the “Kansas City Dog Whisperer”. His website is full of free dog training tips for clients and friends to help them solve their dog problems. His mission is to bring you the most current dog training systems of inducement. Earl offers free phone consultations for clients and friends and anyone with a rescue dog.
  16. 16. What's the biggest change you've seen in sales in the last 10 years? How have you had to adjust? More people, not just the younger generation are connected through social media and video. More people have smartphones allowing video to be watched instantly. In my sales process I make direct video greetings in emails and in texts to customers-allowing them to see my face, hear my tone and listen to my words. This is much more powerful than just words in an email. Elise Kephart Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x Elise Kephart Elise Kephart is a sales and marketing phenomenon in the automobile business and is nationally recognized as "The YouTube Diva". Since 2007 Elise has sold thousands of vehicles to local and out of the area clients. Her personable and persuasive sales and marketing videos are personalized for every customer creating a strong bond and trust. Elise has presented at seminars nationwide, including several of Jim Ziegler’s Internet Battle Plans as well as the spring 2012 Digital Dealer conference in Orlando, where she has consistently 'wowed' the audience by teaching how to create and edit quick and effective videos and deliver them to customers within minutes. Elise has visited several dealerships across the country teaching her unique technique in the auto industry and has been praised by the likes of Jim Ziegler, Grant Cardone as well as Dealer Marketing Magazine. Elise is currently an Internet Manager at Sunset Honda in San Luis Obispo, California. Her amazing videos can be seen at youtube.com/sunsethonda and she can be reached at ekephart@sunsethonda.com
  17. 17. What's the biggest change you've seen in sales in the last 10 years? How have you had to adjust? I have had to shift to learn more inbound, non- interruption methods. The old style of sales is hardly effective anymore. Jason McCullough Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x Jason McCullough WordPress Developer, Digital Marketing Consultant I started playing around with web design when the internet was young, before going to college to study development and pursue a career in the field. Currently I work with Helpful Nerd, for the Marketing and Communications Department, building and maintaining websites for clients. Along with doing web design for Helpful Nerd and freelance clients, I also work on my own web design projects, my personal blog, and I am also working on creating a series of free courses for startups and small businesses on how to better understand and improve their own online marketing efforts. Along with web design I’m really interested in marketing and business in general. I spend a ton of time in front of the computer so in my off-time I’m learning about eating healthy or trying to take advantage of the beautiful weather we get here in Atlanta, GA.
  18. 18. What's the biggest change you've seen in sales in the last 10 years? How have you had to adjust? In terms of mechanism used, I think social media made a very big change in that it revived old brands and businesses that had deteriorated. It has created bigger and wider awareness of businesses, particularly on the B-2-B front, and those businesses selling directly to the end consumers. We can now see new emerging FMCG and technology-based business selling directly to the end consumers. Social Media been a leap for businesses to improve and innovate not only in manufacturing or displaying technology, but in selling and marketing techniques. With social media around the corner for every business activity, it's become a mandatory for businesses to shape up or ship out! Walid Soliman Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x Walid Soliman Cairo, Egypt Walid Soliman has an MBA in Global Marketing from ESLSCA, and CEO Assistant in ART Channels Network, and a freelance Digital Marketing Consultant to a number of companies in Egypt.
  19. 19. How Sales has Changed in the 21st Century Sales has changed in five major ways: 1.Inbound marketing has begun to dominate over interruptive. 2.Selling has shifted from transactional to consultative. 3.Social Media is everywhere. 4.Thought leadership has become critically important. 5.Content marketing has matured. Inbound Marketing Social Media Content Marketing Thought Leadership Consultative Selling
  20. 20. The Shift to Consultative Sales Transactional Sales Consultative Sales Salesperson’s Role Order taker Trusted subject matter expert Where? Web, Phone, F2F Phone, F2F Buyer Readiness Know what they want Need education and diagnosis Product/Service A few sizes fit all Custom Buyer’s Selection Criteria Price, convenience Salesperson’s guidance Sales Cycle Short Long
  21. 21. QUESTION 2: How Do Salespeople Use Social Media?
  22. 22. Dr. Natalie Petouhoff Do you use social media in prospecting or other aspects of sales? What are some of the do's and dont's you've learned there? Yes, I use social media for sales. Part of that is using social media to be seen as a thought leader. Because I tweet, blog and post in various places, people see my thought leadership, what I bring to the table and those posts effectively act as marketing. In B2B marketing, you really don't want to try to do a direct sell. It's more about offering something of value, say a white paper on ROI of Customer Experience, and in exchange for that the potential client might sign-up for your newsletter. Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ Dr. Natalie conducts Executive Social Business Workshops with executives and/or staff and assess what the company is doing in social, how it fits into traditional business practices and to then creates a long and a short term strategic and tactical plan resulting in increased revenue and decreased costs for the efforts in social media. Dr. Natalie also teaches Social Media and Marketing at the MEMES Summer Institutes at UCLA Anderson & UCLA Extension. And is on the board of several start- ups. Connect with her here: @drnatalie and www.linkedin.com/in/drnat aliepetouhoff/
  23. 23. Garrison Wynn Do you use social media in prospecting or other aspects of sales? What are some of the do's and dont's you've learned there? I use social media to market- Facebook ads- I post on Facebook and it goes to my Twitter- we sell books that way and we see that in the Amazon reports. I post in LinkedIn groups, and we’ve gotten 3 deals out of one of those groups. Find a group where the people in the group are potential customers or a good referral source. Don’t go in and sell stuff. I go in and participate in discussions, ask questions. I get a discussion going maybe without even giving input, and I get 240 comments, then I become the #1 influencer and they go look at my profile. One time this smart guy shot me down and I backed off, and he ended up looking bad, all these people jumped on my side and I got a speaking gig out of it. Somebody liked what I said and had an event coming up. We were talking about a really relevant issue that’s really contentious. My side is more antecdotal but that’s what the people in positions of power will pay for. The research side is harder to get buy in for. It’s not enough to have information or theories- they have to be easy to communicate and sell. If it’s too complicated, they won’t believe you. CEO’s aren’t the smartest people in the company but they do take more risks. You have to take risks to make money. The guy with 170 IQ won’t take risks. To get rich you have to take risks. Geniuses don’t always get paid much. Einstein invented atomic weapons and power buy Opperheimer made the money from the government contract. Same with Edison vs Tesla. Go to groups, ask questions, answers are good but start a dialogue. Don’t sound angry or hurt in your comments. Be careful about trying to be right. It’s better to be effective than right. I’ve be right before and nobody wrote me a check. Be helpful, listen, give something. Garrison Wynn Wynn Solutions Garrison Wynn helps people learn how to make the jump from being great at what they do to understanding and developing the qualities, it takes to be chosen for the job. As a speaker, advisor, author, and entertainer, Mr. Wynn has worked with some of the world's most effective corporate leaders and business developers, from multibillion- dollar manufacturers to top New York Stock Exchange wirehouses. By age 27, he became the youngest department head in a Fortune 500 company's history. He researched and designed processes for 38 company locations nationwide and he developed and marketed products that are still sold in 30 countries. His top-selling book, published by McGraw-Hill, blends a decade of research and his candid, laugh-out-loud delivery to finally spill The Real Truth About Success. His additional writing credits include business journal articles, weekly contributions to The Washington Post and co- authoring with Stephen R. Covey, Ken Blanchard, and Jack Canfield.
  24. 24. Jill Konrath Do you use social media in prospecting or other aspects of sales? I use social media in every aspect of my sales. I blog 2-3 times per week. I publish a newsletter 6-8 times per month to over 100,000 subscribers from around the world. I have 14,500 twitter followers and 5,000+ LinkedIn followers. I tweet/publish updates 8-12 times per day. I have a LinkedIn group with nearly 9,000 members. What are some of the do's and dont's you've learned there? - Do provide value in everything you do. - Don’t ever be self-promotional; people hate it. - Do share other resources besides your own: articles, webinars, quotes, etc. - Do try to drive people to your website with enticing content so you can capture their name. It’s the only way you can create a relationship with them. - Do take time to engage people in conversations. It creates deep connections. - Do leverage social media to research prospects prior to initiating contact. Find out what they say about themselves on LinkedIn. If they’re on Facebook, Twitter or any other medium, check that too. See if you have anything in common. Then leverage what you know to create a connection and establish rapport. - Do engage with people via LinkedIn groups. It circumvents the traditional prospecting channels (email/phone) and enables you to connect directly. Jill Konrath CEO & Chief Sales Officer Jill Konrath, author of SNAP Selling and Sellin g to Big Companies, is a frequent speaker at sales meetings. Using fresh strategies that actually work with today’s crazy-busy buyers, she helps sellers create new opportunities, sell more to existing clients and speed up sales cycles. Her newsletter is read by over 100,000 salespeople globally. Her expertise has by featured by ABC News, Fortune, Forbes, The New York Times, Inc. and Wall Street Journal.
  25. 25. Doug Theis Do you use social media in prospecting or other aspects of sales? I use social media to help prospects and clients get to know me and the company I represent. The company persona publishes content about industry subjects and current events inside the business, along with provocative questions posed to the reader about IT strategy. I use my personal accounts talk about IT occasionally. I blog regularly on the company website about industry trends in colocation, cloud computing, disaster recovery, and IT strategy. I publish links to the posts on Twitter and Facebook. These posts not only build credibility, they help with our search engine strategies. I publish a monthly email newsletter (now in its fifth year) that provides interesting industry articles, an original article and no sales pitch. This monthly touch point to both prospects and clients has built tremendous credibility and won business. I promote this newsletter on the company website and on Facebook. For prospecting, I use a combination of LinkedIn and Jigsaw (Data.com) to identify and profile individuals in leadership at high probability prospect companies. I believe that identifying, following and understanding a company's key players and their beliefs gives me a strategic advantage. What are some of the do's and dont's you've learned there? Do’s • Always provide value first. Give just enough knowledge away to make them want call. • Keep social media comments simple and short, one idea at a time. • Be positive. Always. Don'ts • I believe it's better not to mix your personal and business personas on social media. Many prospects want to see that you're a decent human being as well as an industry expert. • No sales pitches. Stop telling people how wonderful you are. Prove it instead. • Don't be negative. Don't be a troll. I think most companies need to find a good marketing agency and pay them to help with social media strategy, along with the web properties and search engine optimization. I think leaving most social media out of the marketing strategy is OK for some companies that can't dedicate the time or the resources. Doug Theis Senior Vice President of Lifeline Data Centers Doug Theis has been selling, support and managing IT infrastructures for over thirty years. With a background in both business development and IT staff operations, Doug believes in leadership, great teams and practical strategy for long-term IT success. Doug is Senior Vice President of Lifeline Data Centers, a colocation (outsourced data center facilities) provider. Doug leads sales and marketing efforts for Lifeline and regularly publishes articles and a monthly newsletter about industry trends. Doug enjoys adventure racing, team multisport events with an emphasis on navigation and problem solving. He has led Team Ragged Glory for twelve years through dozens of races that include mountain biking, orienteering, ropes and paddling.
  26. 26. Do you use social media in prospecting or other aspects of sales? What are some of the do's and dont's you've learned there? Social media has become integral to sales success. My job has evolved to include an even greater deal of facilitating conversations among my prospects and existing customers, as well as being a part of those conversations, so that I am viewed as a trusted adviser and worthwhile contributor to the evaluation and analysis of the marketplace. Additionally, sales success is now predicated on leveraging social networks for introductions and proof-point validation, and in particular for me, now that I am focused on large e-commerce companies, the world is very small and social reputation plays a huge factor in the success of the business and the ability for the company and me personally to close deals. Shaun Rosenstein Shaun Rosenstein Director of Sales, Sociable Labs Shaun Rosenstein is Director of Sales for Sociable Labs, working with multiple top innovators in the IR 500, selling a platform for on-website social commerce user experiences and customer insights. Previously, he was Senior Account Executive at Crowd Factory (acquired by Marketo), helping marketers create highly effective social marketing campaigns across all marketing channels. Before selling social software, Shaun sold online media and advertising solutions to Fortune 1,000 companies, focusing on new customer acquisition. He holds a degree from NYU and lives in San Francisco. In his spare time, Shaun bridges his online and offline interests by taking Instagram photos of his amateur cooking exploits. Follow him on Twitter @Prescovery.
  27. 27. Do you use social media in prospecting or other aspects of sales? What are some of the do's and dont's you've learned there? Yes, but there’s a lot of misinformation you have to vet, same as in the past. There’s a lot of conflicting information in the Information Age. If I can understand how these companies are built and where the buyers are, and the info fits the organizational chart. You need to respect people’s privacy and don’t bother them just to “check in”. Either you have a valid reason to contact them, a viable question, or take them to lunch. Jeff Thacker Jeff Thacker VP Sales, Wynn Solutions Jeff has 22 years of experience as a sales professional. He has a track record of consistently growing revenue from 10% to 27% per year for an existing company and has doubled or tripled revenue for startups.
  28. 28. Do you use social media in prospecting or other aspects of sales? What are some of the do's and dont's you've learned there? Yes, I have Hootsuite open monitoring my competition, a column for my current clients and I'm a very active user of linkedin as well as having google alerts setup to monitor key topics. DO: Be Interesting - People want to buy from people that are interesting and dynamic, if you have a social presence, don't just post company content- share competitors content, share funny things, share things you are interested in. If you want, it’s okay to have a personal life that includes children, sports and PG-13 Content. DON'T: Don't curse, Don't talk politics, Don't be a racist, Don't hate on the competition. That is: Don't be a jerk. Be Timely - Realize the half life of a tweet is less than a day, linkedin posts live longer, but don't post a reply to someone three months late and expect any engagement back. Don't Be Creepy - Just because you can see personal information doesn't mean you need to use it in the sales process. Just because you saw that person X ate Y for lunch, you don't need to discuss it. Jim Reynolds Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x Jim Reynolds Strategic Account Executive, Brandwatch Jim Reynolds is a season sales executive with over 10 years of sales experience in cutting edge technologies. Jim currently is the strategic account executive for Brandwatch, a leading global provider in the social analytics market, previously Jim worked for Emerge Partners a CRM & Experiential marketer based in NYC & Rochester, NY. Their core focus was CRM & Mobile marketing and clients included Pernod Ricard & Beam Global. Jim’s role was to create and define social practices across the agency including listening, engagement and platform deployment for customers. Previous to Emerge Jim was the Director of Sales for Techrigy and continued on through the Alterian acquisition. He's had the opportunity to work with such client as Microsoft, Google, Nokia, NASA, Warner Brothers, Chevron & Mars Global and agencies agencies families including WPP, Omnicom, Interpublic Group and many others.
  29. 29. Do you use social media in prospecting or other aspects of sales? What are some of the do's and dont's you've learned there? I do research online about all my prospects. From individual contacts to businesses as a whole. Social media sites like Linked provide great background information that can help me understand my contact. I’ll connect with my contact on linked in, but I avoid doing any friend request via Facebook. Twitter can provide some interesting insight as well. A company’s overall social media footprint is a good indicator on what they’re doing well. How are they running their Facebook page, what’s going on Twitter, are they on YouTube and how many views/subscribers to they have are all things I look at. Brendan Mark Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x Brendan Mark Director of Sales, Marketing & Sponsorships at The Heliconia Press Brendan Mark is the Sales Marketing Director of The Heliconia Press – a leading production company in the outdoor industry that produces 5 Television series and that runs 9 YouTube channels that have gained over 14 million views and 40,000 subscribers. Brendan develops and maintains all marketing and partnership packages for the business to help brands leverage TV exposure, YouTube marketing, and Facebook impact. Brendan is a former World Champion kayaking athlete that toured North America on the national team – his deep interest in sponsorship led to his career sales and marketing.
  30. 30. Do you use social media in prospecting or other aspects of sales? What are some of the do's and dont's you've learned there? I use LinkedIn to find new leads for my business. I like to find new leads by creating conversations that provide a benefit to my potential new clients without trying to hound them to make a sale. Provide value in your product by discussing a benefit that your client may not have realized they even needed. Like a Ninja. B.J. Shell Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x B.J. Shell Sales Consultant at Glad To Have You, Inc. Born in Southeast Missouri, B.J. quickly discovered that Cape Girardeau was a nice place to grow up, but the ocean was calling his name! Living on the coast since 1995, B.J. has a variety of experience in hospitality management, print advertising, direct marketing sales, real estate, Social Media marketing and Mobile Applications. Mobile is the direction that the world is going, and the Glad to Have You platform makes it easy to stay ahead of the crowd! B.J. has a proven track record of delivering results while working with and within a team to implement systems to create efficiencies and to generate new revenues using the Glad to Have You Guest Management for Hospitality Managers platform.
  31. 31. Do you use social media in prospecting or other aspects of sales? What are some of the do's and dont's you've learned there? I use YouTube to create personalized video greetings to customers who are in the market for a vehicle. This combined with a phone call I am able to get CONNECTED with the customer for an on site appointment- which has a high chance of closing. For social media I create an "experience" when buying a car. I instagram and vine these experiences and allow the customers to share this with their friends and family on facebook, instagram, vine and twitter. Elise Kephart Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x Elise Kephart Elise Kephart is a sales and marketing phenomenon in the automobile business and is nationally recognized as "The YouTube Diva". Since 2007 Elise has sold thousands of vehicles to local and out of the area clients. Her personable and persuasive sales and marketing videos are personalized for every customer creating a strong bond and trust. Elise has presented at seminars nationwide, including several of Jim Ziegler’s Internet Battle Plans as well as the spring 2012 Digital Dealer conference in Orlando, where she has consistently 'wowed' the audience by teaching how to create and edit quick and effective videos and deliver them to customers within minutes. Elise has visited several dealerships across the country teaching her unique technique in the auto industry and has been praised by the likes of Jim Ziegler, Grant Cardone as well as Dealer Marketing Magazine. Elise is currently an Internet Manager at Sunset Honda in San Luis Obispo, California. Her amazing videos can be seen at youtube.com/sunsethonda and she can be reached at ekephart@sunsethonda.com
  32. 32. Do you use social media in prospecting or other aspects of sales? What are some of the do's and dont's you've learned there? I use Facebook and LinkedIn to prospect. I have learned to keep my postings all professional and keep out of political and religious discussions. Jason McCullough Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x Jason McCullough WordPress Developer, Digital Marketing Consultant I started playing around with web design when the internet was young, before going to college to study development and pursue a career in the field. Currently I work with Helpful Nerd, for the Marketing and Communications Department, building and maintaining websites for clients. Along with doing web design for Helpful Nerd and freelance clients, I also work on my own web design projects, my personal blog, and I am also working on creating a series of free courses for startups and small businesses on how to better understand and improve their own online marketing efforts. Along with web design I’m really interested in marketing and business in general. I spend a ton of time in front of the computer so in my off-time I’m learning about eating healthy or trying to take advantage of the beautiful weather we get here in Atlanta, GA.
  33. 33. Do you use social media in prospecting or other aspects of sales? What are some of the do's and dont's you've learned there? Actually my business is mainly about B2B, and we hold a large portfolio of business units, due to the fact that we're a holding company with many subsidiaries, However, we totally ignore Social Media, which is weird, considering that I am into it so profoundly. My company doesn't use social media seriously. They have no official pages on social media platforms, Social is usually run by the PR guy to create awareness with no established strategy of what the company would get in return. Awareness is not enough alone- you have to urge, prompt and instigate people to take action and you generate demand. I am in support of developing a strategy and serious work on this issue with integrated digital marketing plan that could sometimes use engagement to retain and in the meantime lure new prospects to purchase. Do's: 1. Right content for the right people 2. Customizing content in different occasions 3. Targeting right people Dont's: 1. Don't trivalize audience psychology and behavior 2. Don’t overuse the same content 3. Don’t ignore fans – reply to them 4. Don’t create content without a strategy Companies shouldn't be in social only for advertising their products, It's way more than that! Social is a symbiotic relationship. And as you (Brian Carter) said "you can't go viral if there is no one to infect" and let me complement, "you can't infect unless you can sense what’s happening to your prey's behavior, and start to emit waves and exude a strong substance to attck and fixat the object, and no sooner than had the object found out, a new formula must be on the way to glue the object for a much longer period". Walid Soliman Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x Walid Soliman Cairo, Egypt Walid Soliman has an MBA in Global Marketing from ESLSCA, and CEO Assistant in ART Channels Network, and a freelance Digital Marketing Consultant to a number of companies in Egypt.
  34. 34. Do you use social media in prospecting or other aspects of sales? What are some of the do's and dont's you've learned there? I don't use social media to solicit business. I use it to engage with my friends/clients and anyone that approaches me about hiring is steered to private messaging. I make a big effort to bring the latest news, techniques and philosophies in my industry to my followers Occasionally I find some amusing cartoon or meme that reflects my sense of humor that is borderline kid-friendly to post as well. No politics or religion on my business page. I always say thank you to anyone that likes my page in a private message. I don't buy likes either. I want them to be organic in that when someone visits the page, they find it interesting because they see my personality and intent. I really want to help them. Earl Newland Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x Earl Newland The Kansas City Dog Whisperer Earl has been helping the people of Kansas City solve their dog problems for over 30 years. When Cesar Milan came out with his show people began calling him the “Kansas City Dog Whisperer”. His website is full of free dog training tips for clients and friends to help them solve their dog problems. His mission is to bring you the most current dog training systems of inducement. Earl offers free phone consultations for clients and friends and anyone with a rescue dog.
  35. 35. What Hasn’t Changed in Sales? Quality Directness Rapport Will Process Quality. More than ever, you need to be selling a quality product or service. Directness. Phone calls can be more powerful than emails. F2F even more so. Rapport. People still buy from people they like; relationship- and rapport- building are critical. Will. Aggressive action-takers win, because sales is still competitive. Process. Organizational skills and repeatable sales processes yield better results.
  36. 36. Facebook B2B • Myth: Facebook is only for B2C. • Truth: B2B companies are getting business from Facebook. • If your prospect is in the C-suite, they may not be on LinkedIn because executives get hammered by salespeople on LinkedIn. • THUS… • Don’t be annoying on LinkedIn. • Use a Facebook Page and Facebook Ads to reach executives on Facebook.
  37. 37. The Skills Overlap For Marketers & Salespeople Marketing Sales Marketing Both Sales Advertising, Marketing Automation, Content Marketing Thought Leadership, Blogging, Curation Prospecting, Warm Calls, Consultative Selling & Golfing
  38. 38. Leads From Thought Leadership “My blogging and social media produce one or two highly qualified referrals per week. I get speaking opportunities andpersonal introductions that lead to much more business than I had prior to social media.” – Coy Davidson, Colliers Int’l Broker in Houston, TX
  39. 39. How Coy Davidson Succeeds Speaking/ PressTalkShareBlog • I wrote a post about the Oil spill and its impact on CRE market (news + topic)- got interviewed on local news. • When prospects Google me, they see two pages of stuff. I control how I look to the prospect. • I have credibility before I ever talk to them, so I don’t have to establish credibility at the beginning of a sales call. • I got a referral from a Silicon Valley guy who knew me from my Facebook business page. He was sitting next to a guy who said “who do we know in Houston?” and I got that referral.
  40. 40. Coy Davidson Tips • The blog is the centerpiece of my strategy. I get 15,000 monthly visitors. If I convert 1% of those, I win. • Write and post about national or international topics, you get known outside of your city. • So you want to be the best known in your city. You have an opportunity to carve out a niche. • Social is a long term strategy that pays off big but not right away. • A young broker should do warm calls but with this strategy I never have to. • Social Media doesn’t replace sales or interpersonal skills, it just enhances visibility and credibility. Speaking/ PressTalkShareBlog
  41. 41. Curating Is Time-Efficient “I read 25 niche news articles a day and find up to three that are worth sharing. It’s ridiculous not to share something worth sharing, because it takes only a second. “Those valuable articles start conversations with potential buyers and generate referrals.” - John Orr, Broker in Charleston, SC with Colliers International
  42. 42. Leads from Curation • Social posts start conversations: “I saw your linkedin story about… your tweet about…” • Met a lawyer on Twitter 2 years ago, who it turned was right across the steet. His brother in law moving to Charleston to open a restaurant. John got that deal. • Other Colliers brokers who do Social- they refer to each other. • Speaking, e.g. at ICSC conference – speaking creates relationships which leads to referrals. – John Orr, Colliers Colliers Int’l Broker in Charleston, SC
  43. 43. QUESTION 3: What are the Key Sales Skills for 2014?
  44. 44. Dr. Natalie Petouhoff What's different in the salesperson's skillset in this era of social and digital marketing? And what hasn't changed that effective salespeople still need? What hasn't changed is that people buy from people they like. So it’s important in sales to understand your audience, what they value and be attentive and listen. What's changed is that sales people need to know where their customers are online and in addition to their cell phone and email, they need their social identities- like Twitter handle or blog url, LinkedIn profile page. Often that's the easiest way to get someone's attention - via social - than by traditional methods - because the traditional methods are overused. Oftentimes I can get to someone that would not take my call via the phone, but does respond to a tweet or post. Social is the new way to get access to a large, potential client base. Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ Dr. Natalie conducts Executive Social Business Workshops with executives and/or staff and assess what the company is doing in social, how it fits into traditional business practices and to then creates a long and a short term strategic and tactical plan resulting in increased revenue and decreased costs for the efforts in social media. Dr. Natalie also teaches Social Media and Marketing at the MEMES Summer Institutes at UCLA Anderson & UCLA Extension. And is on the board of several start-ups. Connect with her here: www.Twitter.com/drnatalie and www.linkedin.com/in/drnatal iepetouhoff/
  45. 45. Garrison Wynn What's different in the salesperson's skillset in this era of social and digital marketing? And what hasn't changed that effective salespeople still need? I think salespeople need to write better. You need clearer writing skills. To post you need to be clear and concise. You didn’t have to have that skill before. The post needs to get attention. If you write jokes, put the funny thing at the end that gives it some pop. You have to be aggressive in your action taking. You can’t be as aggressive face to face now- hard closes only work in certain industries. Are you willing to go to work everyday and put the time in. Are you willing to pick up the phone or take those actions at the computer? You can’t just be a homerun hitter. You have to swing the bat a lot, often, on a regular basis. A genius idea won’t do it. Some people get lucky, which is why there are so few 20 year olds who get billion dollar contracts. Most successful salespeople are putting the time and money in, but not busywork, actual sales actions. Garrison Wynn Wynn Solutions Garrison Wynn helps people learn how to make the jump from being great at what they do to understanding and developing the qualities, it takes to be chosen for the job. He gets them to understand why their products, services, or leadership styles--or those of their competitors--are selected. As a speaker, advisor, author, and entertainer, Mr. Wynn has worked with some of the world's most effective corporate leaders and business developers, from multibillion-dollar manufacturers to top New York Stock Exchange wirehouses. He has a background in manufacturing, entertainment, telecommunications, and financial services. In his teens, he worked with Magnavox and baseball legend Hank Aaron to promote the world's first video gaming system. By age 27, he became the youngest department head in a Fortune 500 company's history. He researched and designed processes for 38 company locations nationwide and he developed and marketed products that are still sold in 30 countries. An experienced actor in films and a former professional stand-up comedian, Garrison Wynn has hosted television specials and national radio programs. His new top-selling book, published by McGraw-Hill, blends a decade of research and his candid, laugh-out-loud delivery to finally spill The Real Truth About Success. His additional writing credits include business journal articles, weekly contributions to The Washington Post and co-authoring with Stephen R. Covey, Ken Blanchard, and Jack Canfield.
  46. 46. Jill Konrath What's different in the salesperson's skillset in this era of social and digital marketing? • Salespeople need to become invaluable resources. Their products/services are no longer the primary differentiators. They are. That means they need to be smarter than ever before. They need to continually be learning too. It’s a never-ending job to keep up to date. • Salespeople need to be better researchers and in multiple mediums. Prospects expect that today. They don’t want to deal with sellers who haven’t invested time learning about them. • Salespeople need to realize that people are checking them out on LinkedIn these days. It’s crucial for them to establish a strong professional presence and to continually share good information. • Salespeople need to get to the point quickly. Crazy-busy buyers have no tolerance for people who waste their time. And what hasn't changed that effective salespeople still need? It’s all about helping your prospects achieve their objectives. It always has been. And, if you keep your focus on that, you’ll do well. Jill Konrath CEO & Chief Sales Officer Jill Konrath, author of SNAP Selling and Selling to Big Companies, is a frequent speaker at sales meetings. Using fresh strategies that actually work with today’s crazy-busy buyers, she helps sellers create new opportunities, sell more to existing clients and speed up sales cycles. Her newsletter is read by over 100,000 salespeople globally. Her expertise has by featured by ABC News, Fortune, Forbes, The New York Times, Inc. and Wall Street Journal.
  47. 47. Doug Theis What's different in the salesperson's skillset in this era of social and digital marketing? And what hasn't changed that effective salespeople still need? What's Changed: • Everyone has access to mountains of info about your industry, your company and your products. You better be good. You can't fake it any more. • Detachment is more important than ever. A sales professional must walk in to an opportunity understanding that prospects may or may not be a good mutual fit. Forget that quota for a few minutes, listen, and find out if there is a way to help the prospect. • The Internet gives an individual sales professional the opportunity to build credibility as an expert in their field, and to win business because of it. Sales pros who publish regularly and deliver valuable industry information can build credibility with potential buyers without ever meeting them. And those prospects will remember that credible sales professional when they are ready to buy. What's the Same: • Sales professionals must write clearly and concisely. They must be able to communicate effectively in proposals, emails and on the phone to win deals. Sales pros who publish original content can build big credibility. • Although it has always been important, listening and understanding a prospect's pain is the key to a great relationship with that prospect, whether you ultimately sell them something or not. • Using a repeatable sales process is critical to success. Now and forever. Amen. Doug Theis Senior Vice President of Lifeline Data Centers Doug Theis has been selling, support and managing IT infrastructures for over thirty years. With a background in both business development and IT staff operations, Doug believes in leadership, great teams and practical strategy for long-term IT success. Doug is Senior Vice President of Lifeline Data Centers, a colocation (outsourced data center facilities) provider. Doug leads sales and marketing efforts for Lifeline and regularly publishes articles and a monthly newsletter about industry trends. Doug enjoys adventure racing, team multisport events with an emphasis on navigation and problem solving. He has led Team Ragged Glory for twelve years through dozens of races that include mountain biking, orienteering, ropes and paddling.
  48. 48. What's different in the salesperson's skillset in this era of social and digital marketing? And what hasn't changed that effective salespeople still need? Sales people have always been relationship builders, and that has not changed, if anything it has become a more crucial skillset due to the amount content and resources available. Salespeople also need to be truthful evangelists in an unprecedented way, painting a big picture grounded in unproven assertions is less important than painting an accurate picture of what is currently possible, due to social fact-checking. Effective salespeople need to learn how to be a part of (and passively guide) conversation without overreaching, which could result in social shunning, and choke off a crucial channel for driving sales success. Shaun Rosenstein Shaun Rosenstein Director of Sales, Sociable Labs Shaun Rosenstein is Director of Sales for Sociable Labs, working with multiple top innovators in the IR 500, selling a platform for on-website social commerce user experiences and customer insights. Previously, he was Senior Account Executive at Crowd Factory (acquired by Marketo), helping marketers create highly effective social marketing campaigns across all marketing channels. Before selling social software, Shaun sold online media and advertising solutions to Fortune 1,000 companies, focusing on new customer acquisition. He holds a degree from NYU and lives in San Francisco. In his spare time, Shaun bridges his online and offline interests by taking Instagram photos of his amateur cooking exploits. Follow him on Twitter @Prescovery.
  49. 49. What's different in the salesperson's skillset in this era of social and digital marketing? And what hasn't changed that effective salespeople still need? There’s a lot of information and people are better at using it. They understand how companies are built. It gives new salespeople a jumpstart. We used to have to find and go to networking functions to mingle, find other contacts. Now that’s electronic and the skillset that’s different is people can focus more on getting info to clients, not having to dress up for a F2F meeting every day. 15 years ago our skillset was rapport, list building, door to door. You had to be sharp, look good and sound good be nice and open. Now they use the internet info and rapport- no telephone book, networking meetings, or knocking on doors. They can close deals through email. So how good are you at emails? How good are you at making that first impression electronically? Rapport is still the essential, fundamental skill. It comes back to the relationship. People buy from people they like. Jeff Thacker Jeff Thacker VP Sales, Wynn Solutions Jeff has 22 years of experience as a sales professional. He has a track record of consistently growing revenue from 10% to 27% per year for an existing company and has doubled or tripled revenue for startups.
  50. 50. Jim Reynolds Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x Jim Reynolds Strategic Account Executive, Brandwatch Jim Reynolds is a season sales executive with over 10 years of sales experience in cutting edge technologies. Jim currently is the strategic account executive for Brandwatch, a leading global provider in the social analytics market, previously Jim worked for Emerge Partners a CRM & Experiential marketer based in NYC & Rochester, NY. Their core focus was CRM & Mobile marketing and clients included Pernod Ricard & Beam Global. Jim’s role was to create and define social practices across the agency including listening, engagement and platform deployment for customers. Previous to Emerge Jim was the Director of Sales for Techrigy and continued on through the Alterian acquisition. He's had the opportunity to work with such client as Microsoft, Google, Nokia, NASA, Warner Brothers, Chevron & Mars Global and agencies agencies families including WPP, Omnicom, Interpublic Group and many others. What's different in the salesperson's skillset in this era of social and digital marketing? And what hasn't changed that effective salespeople still need? I feel the biggest change in the sales person skill set, much like a analyst or marketer or event a IT person is discernment: so much data is coming at you, how does one separate the good from the bad? The best Sales 2.0 reps have that ability and the laggard don't. The second is adaptability, because things are changing so quickly a sales person more and more has to be a consultant rather than a pitch man to insure they meet the clients needs, if not you won't be valuable and your value is equal to a commodity. Things that will never change is drive, you still need to SPEAK to your client understand their needs and win their trust. Third is activity, those who win the business are those who work for the business. If you don't take the time to work you simply won't win.
  51. 51. What's different in the salesperson's skillset in this era of social and digital marketing? And what hasn't changed that effective salespeople still need? My approach to sales has always been to help people. I enjoy it, and it helps build long-term relationships with my clients. The common ground with any client is business, and how to improve it. I use my social media skills as open resource that my clients can ask questions about. It’s hard to be proficient in all social media platforms, but mastering a couple of them can be very useful. My focus has been on YouTube and Facebook. Brendan Mark Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x Brendan Mark Director of Sales, Marketing & Sponsorships at The Heliconia Press Brendan Mark is the Sales Marketing Director of The Heliconia Press – a leading production company in the outdoor industry that produces 5 Television series and that runs 9 YouTube channels that have gained over 14 million views and 40,000 subscribers. Brendan develops and maintains all marketing and partnership packages for the business to help brands leverage TV exposure, YouTube marketing, and Facebook impact. Brendan is a former World Champion kayaking athlete that toured North America on the national team – his deep interest in sponsorship led to his career sales and marketing.
  52. 52. What's different in the salesperson's skillset in this era of social and digital marketing? And what hasn't changed that effective salespeople still need? Again, people seem to think that sending a creative email is enough. Sales is a relationship business and that will never change. Care more about the needs of your client more than you care about your commission and you will find success. B.J. Shell Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x B.J. Shell Sales Consultant at Glad To Have You, Inc. Born in Southeast Missouri, B.J. quickly discovered that Cape Girardeau was a nice place to grow up, but the ocean was calling his name! Living on the coast since 1995, B.J. has a variety of experience in hospitality management, print advertising, direct marketing sales, real estate, Social Media marketing and Mobile Applications. Mobile is the direction that the world is going, and the Glad to Have You platform makes it easy to stay ahead of the crowd! B.J. has a proven track record of delivering results while working with and within a team to implement systems to create efficiencies and to generate new revenues using the Glad to Have You Guest Management for Hospitality Managers platform.
  53. 53. What's different in the salesperson's skillset in this era of social and digital marketing? And what hasn't changed that effective salespeople still need? Over-deliver from the start without any expectation of making an appointment or sale. Give free advice and never be short or in a hurry to end a conversation. Ask questions and listen. Give them useful information free of charge and they will appreciate it and tell others even if you should have been paid for helping. That is when you can ask for a review and expect to get it if you make it easy to do (e.g. a review button on your website of free tips or a url they can use at a referral website like Thumbtack or Angies List). You want lots of positive reviews to get attention. Earl Newland Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x Earl Newland The Kansas City Dog Whisperer Earl has been helping the people of Kansas City solve their dog problems for over 30 years. When Cesar Milan came out with his show people began calling him the “Kansas City Dog Whisperer”. His website is full of free dog training tips for clients and friends to help them solve their dog problems. His mission is to bring you the most current dog training systems of inducement. Earl offers free phone consultations for clients and friends and anyone with a rescue dog.
  54. 54. What's different in the salesperson's skillset in this era of social and digital marketing? And what hasn't changed that effective salespeople still need? Salespeople still need to be good on the phone AND face to face. With social media, it has made some people better over the computer...but when it comes down to it a sales person needs to be a PEOPLE person face to face. The social aspect and digital marketing aspect of it simply ADDS to their process. From both aspects I have been able to grow my business nationally in car sales, as well has been recognized globally as "the youtubediva". I have been flown across the country to teach this process to other salespeople in our industry! Elise Kephart Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x Elise Kephart Elise Kephart is a sales and marketing phenomenon in the automobile business and is nationally recognized as "The YouTube Diva". Since 2007 Elise has sold thousands of vehicles to local and out of the area clients. Her personable and persuasive sales and marketing videos are personalized for every customer creating a strong bond and trust. Elise has presented at seminars nationwide, including several of Jim Ziegler’s Internet Battle Plans as well as the spring 2012 Digital Dealer conference in Orlando, where she has consistently 'wowed' the audience by teaching how to create and edit quick and effective videos and deliver them to customers within minutes. Elise has visited several dealerships across the country teaching her unique technique in the auto industry and has been praised by the likes of Jim Ziegler, Grant Cardone as well as Dealer Marketing Magazine. Elise is currently an Internet Manager at Sunset Honda in San Luis Obispo, California. Her amazing videos can be seen at youtube.com/sunsethonda and she can be reached at ekephart@sunsethonda.com
  55. 55. What's different in the salesperson's skillset in this era of social and digital marketing? And what hasn't changed that effective salespeople still need? What's different is the salesperson must depend on more modern, techy methods. What has not changed is the "art of conversation“. Jason McCullough Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x Jason McCullough WordPress Developer, Digital Marketing Consultant I started playing around with web design when the internet was young, before going to college to study development and pursue a career in the field. Currently I work with Helpful Nerd, for the Marketing and Communications Department, building and maintaining websites for clients. Along with doing web design for Helpful Nerd and freelance clients, I also work on my own web design projects, my personal blog, and I am also working on creating a series of free courses for startups and small businesses on how to better understand and improve their own online marketing efforts. Along with web design I’m really interested in marketing and business in general. I spend a ton of time in front of the computer so in my off-time I’m learning about eating healthy or trying to take advantage of the beautiful weather we get here in Atlanta, GA.
  56. 56. What's different in the salesperson's skillset in this era of social and digital marketing? And what hasn't changed that effective salespeople still need? Networking Skills and the need to answer freely in an outgoing manner and professional way. Social media requires immediate answers and reaction from social marketers. Walid Soliman Dr. Natalie L. Petouhoff CEO, Dr. Natalie's Executive Success Acceleration Firm™ x Walid Soliman Cairo, Egypt Walid Soliman has an MBA in Global Marketing from ESLSCA, and CEO Assistant in ART Channels Network, and a freelance Digital Marketing Consultant to a number of companies in Egypt.
  57. 57. Conclusion Technology is always evolving, and salespeople would do well to try out new techniques. There are sales skills that we’ll always need, but each salesperson needs an edge, and for some that will come from digital marketing or prospecting. Adopt an attitude that you’ll try new things more readily in the future so that you can stay ahead of your competition.
  58. 58. Takeaway Actions 1.Blog or Curate + Hootsuite 2.Ask questions in LinkedIn Groups 3.Answer questions in LinkedIn Groups 4.Put together an eBook 5.Prospect with linkedin Advanced People Search 6.Use Data.com to get contact info 7.Video conference with prospects, or Google Hangout!
  59. 59. About The Author Brian Carter delivers entertaining motivational talks on how top performing organizations can generate more revenue. His topics include modern sales methods, social media and internet marketing. Audience members include CEO’s, salespeople, business owners and expert marketers. Brian’s 18 years of business success plus a background in stand-up comedy produce presentations that are both entertaining and enlightening for attendees. Brian is the internationally bestselling author of The Like Economy, LinkedIn for Business, and Facebook Marketing. His books have been translated into Spanish, Chinese & Portuguese. For 14 years, Brian has developed strategies and built search visibility and social marketing fanbases for companies of all sizes, including well known entities such as Microsoft, Universal Studios, The U.S. Army, The World Health Organization, Hardee’s and Carl’s Jr. He has been quoted and profiled by ABC News, The Wall Street Journal, Information Week, U.S. News & World Report, Mashable, Forbes, Inc. Magazine, and Entrepreneur Magazine. Brian has written for Salesforce, The Huffington Post, Mashable (which boasts 20 million monthly readers), Marketo, The Search Engine Journal, AllFacebook, and The Next Web. He has more than 200,000 online fans and his content is viewed over 8 million times a month.
  60. 60. Have Brian Come Speak To Your Salespeople Brian is an entertaining and informative speaker with a comedy background. Here’s what audiences and meeting planenrs have said about him: “I am so happy that you were our keynote. The feedback so far has been great. You were the perfect choice, exactly what I was wanting.” - Microsoft (Meeting Planner) “You were like a rock star with how many salespeople came up and said they loved your talk!” - Collier’s International (Meeting Planner) “Thank you again for the excellent presentation and you had me hooked when you started to show the ROI results.” - Microsoft (Audience member) “Fantastic, informative and FUNNY! Thank you for delivering such a perfect blend of Facebook and LinkedIn ideas for lead gen.” - Citrix (Webinar Planner) “In less than one hour, we had a firm understanding of the major social media outlets, the advantages and disadvantages of each, how they work, how we can make them work for us, and how we can start using them immediately. Brian’s presentation was a hit!” - Volios Group (Meeting Planner)

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