Do you work in sales?
Are you passionate about how social can help your organisation sell more?
Do you want to know what role content marketing and content creation will play in the future way you will communicate with your potential customers?
This post explains how you can build a business case to help change the way your business sells it products and how your sales process works.
In my previous post on how to sell in a social era I explained some of the differences between a traditional sales person and person selling in the social era. I mentioned that up to two thirds of buying process is done before you speak with a salesperson. With this post I want to go into a bit more depth and help you demonstrate the return on investment to get buy in, so you can focus in this area. This post will give you some ideas how you can demonstrate the concept to the following people:
- Managing directors
- Sales directors
- Sales managers
It will allow you to spend more time in your current role or create a new role so you can help your company do it better.
For the purpose of this post
I define social selling as using the social web to help you sell your products or services
I define content as information which conveys a message, such as a blog, video, podcast, ebook etc
Teaching vs selling
There is a phrase which I learnt from a thesaleslion.com post called assignment selling. The higher the value item you sell – the more relevant this is.
The concept works like this. When a salesperson goes to a sales appointment they spend a great deal of their time trying to inform the prospect what their product does and why they must have it. If the prospect doesn’t know this information before you visit then you risk wasting time your time with a prospect, who is never going to be a customer.