With the internet available at customers fingertips on multiple devices, a typical salesperson does not get to engage with a prospect until they are already 70% of the way through their buying process (source: Forrester).
So how do you make it count when you do get their attention?
Changing buyer behaviour is having huge impact on revenue, productivity and profit for many sales teams, so, we invited a select group of experts to a London event – Business Blast, to share how others have used digital to connect with prospects before they meet
The panel was led by Nicola Cook, CEO at Company Shortcuts, who leads a team of consultants across Europe, working with SMEs to accelerate their sales growth. “We need to make it our priority to remove as many barriers as possible to allow the sales engine to function,” she said. “With the internet available at customers fingertips on multiple devices, a salesperson has to adapt or they will be out of a job.”
In this article we feature the first speaker, Tamara Littleton of Emoderation, who spoke candidly about how she built her 350 strong team around the world from bootstrap beginnings 13 years ago and what she has done to grow her business:
“It’s all about driving people to your website – it’s your honey pot.”
“We use different social signposts to point people to our website,” said Tamara.
A team that reflects your client’s needs.
Around three full time people go after sales, this is our business development team. We have 12 account managers looking after clients because the ongoing value they get from us key to their retention. We would rather focus our efforts on making sure our clients get all they need from us and grow those accounts than go looking for new business all the time. We do such good job of serving our clients what they need that we get most of our new business through their referrals. Social media is a superb tool for client retention.
Before you meet somebody you should have had 7 social touch points
That might be an email, a like on Facebook or a retweet.
Use social media for new prospects before speaking to them:
“We use PR heavily. It’s all about blogging around the topics we have researched for a white paper or dealing with a social media crisis.”
Don’t forget to:
We invest heavily in producing relevant and hugely valuable white papers quarterly:
Here’s one from emoderation on Social media and the consumer.
Tamara’s team are constantly looking for new ways to gather info and have found some superb apps and sources. “It’s all about offering value when you speak to clients and prospects. Using big data to keep on top of the new information is key but disseminating it, so it’s relevant to their challenges adds value and will set you apart from the crowd.
Try these for starters:
Business Blast events like this one, are superb learning and networking opportunities and I guarantee if you come with the right attitude you will leave inspired and wiser for the investment of two hours of your time.
For our next two Business Blasts, our hand picked panels of experts will address more of the pressing themes you’ve been asking about. Come along!
Avoiding Sales Recruitment Nightmares – London, October 2015.
KPIs – Understanding your Key Sales Growth Numbers – London, November 2015.
Company Shortcuts works with a team of outstanding Sales Accelerators to deliver consultancy and training, who also guest blog for us on topics of interest to sales leaders.