By Sharon A.M. MacLean
We’ve heard this warning from every corner of the social selling world: drop the ABC or Always be Closing style of sales; it’s over. Instead, develop this new method of ABC: Always be Connecting, as coined by Jill Rowley. https://www.linkedin.com/in/jillrowley
The old mantra was based on a satirical speech delivered by Alec Baldwin in the movie, Glengarry Glen Ross, pictured above. It contributed to the reason we have such a jaundiced view of selling said Inc.com contributing editor Jeoffrey James. http://www.inc.com/author/geoffrey-james He and sales trainer Todd Duncan were interviewed last month by Darren Hardy, that wildly successful publisher of Success magazine.
I’ve followed Hardy since 2010 when he appeared with Brendon Burchard in San Francisco. He inspired me with The Compound Effect, a book describing the principle of reaping huge rewards from a series of small, smart choices; a copy remains in clear view on my desk. I also identified with him because of the shared experience in magazine publishing. http://darrenhardy.success.com
His empire now includes a magazine that reaches 2 million readers, a social media following with 216K followers on Twitter, 289K on Facebook, and over 17K on LinkedIn. Plus he’s extracted the best strategies around for creating new media that include blogs, email marketing, CDs and DVDs, digital downloads, and ebooks.
Yes, I’m a fan. So many traditional print publishers have not transitioned so fast—or so well –when it comes to modern marketing.
Sales and The Internet of Things
Hardy’s interview with Duncan and James dealt with how the “Internet of Things” affected sales over recent years. There was no surprise when Duncan said these fundamentals had not altered:
- acquire new customers;
- optimize the experience;
- retain and cultivate existing clients;
- increase the value of each customer.
What sales people need to change, says Duncan:
- see customers as real people;
- strive to find a noble purpose as it relates to your product or service;
- accept how social media gives your customers a megaphone when it comes to relaying good or bad experiences;
- avoid non-performing activities. Take advantage of automation tools for email marketing and social media;
- focus on taking care of those clients who love you the most;
- follow up.
The new sales model
What will sales look like in five years? Here’s Darren Hardy’s take and, I believe, we’ve already started to see the shift.
- There will be fewer traditional sales people for these three reasons:
- outdated prospecting methods will have lower yields—since direct sales will become cost prohibitive;
- fewer client meetings take place because clients have less time for face-to-face relationships;
- a preference to eliminate the middle person. Buyers will look for ways to go direct to manufacturers leading to fewer sales people on the road.
2. More ways to connect means the days of the big whale sales hunter are over. The sales farmer gains momentum with in-house support from account managers or client relations people. Teams edge out the lone game hunter.
3. Compensation models change. Given the collaborative way of sales management, commissions will be shared among all team members.
Things that won’t change.
1. Urgency trumps process: Customers want to solve their problems now, so companies positioned for rapid response will be able to capitalize on opportunities while others get left behind. Think about fast-tracking signatures using automated sales proposals and e-signatures which the Aberdeen Group advocates.
2. Qualification of high-value prospects drives faster growth. Effective target filters will be required to sort through a dearth of leads. This means targeting prospects using tools such as Socedo http://www.socedo.com to scan for leads that fill the pipeline.
3. Communications skills increase in importance. The need to improve writing, speaking, and publishing skills increases in importance at all levels. Companies, please take note: If your sales people don’t have strong writing skills, it’s your job to provide editing assistance or to supply content for distribution by your teams.
4. Trust trumps facts. Much of the need for speed-to-results will be based on good listening skills and trust over the delivery of factual information. Read soft skills: social graces, interpersonal relationships, attitudes that make someone a good employee to work with, managing people, and leadership.
5. Proven speed-to-results will earn higher prices than those that take longer periods of time. This requires focus, skills with automation tools, and flat-line management.
Glengarry Glenn Ross is long gone.
xxxxx
Need help with modern marketing? Contact me through LinkedIn or by email: sharon@worldgatemedia.com.
Life-long communications strategist Sharon MacLean owned and published a traditional print magazine over 21 years for business people. She now applies her enhanced knowledge in digital marketing to the needs of her clients and believes in the value of combining the best of both worlds.
Beth Niebuhr
Selling certainly has changed a lot. Businesses who haven’t recognized this are going to be hurting because we are all fed up with the old hard sell, intimidation approach. I hated buying cars in the bad old days and don’t appreciate seeing that approach anywhere.
Sharon A.M. MacLean
I think good sales people have always developed good relationships, Beth. These relationships might refer more to how this is done well in the digital world. Thanks for commenting.
Bobbi
Great pointers.
Sharon A.M. MacLean
Thanks, Bobbi!
Greg Grimer
It’s nonsense to believe that selling has fundamentally changed, just as it is nonsense to believe “advertising is dead” see this video and get back to me with some hard facts.
http://youtube.com/watch?v=EyTn_DgfcFE
Sharon A.M. MacLean
Ah ha! Good video to keep for my library. As ever, there’s Bob’s perspective…there’s digital media hype…and the truth is somewhere in the middle. Bob’s gig is as self-described copy writer over media strategist. And he’s on tour with a great title for his book. Did you listen all the way to the end? Nobody in the audience agreed with him.
My belief is that a good sales person always has known how to create relationships.
My message is there are new tools available which a sales rep can master so they don’t get left behind.
Michael Kawula
Many things have changed in regards to sales. With so much competition out there and many using social media it’s more important than ever to connect with potential customers and have them know YOU and how valuable you can be to them without shoving your product or service down anyone’s throat.
Kristen Wilson (@k10wilson)
Great points and so true… the old days of sales has truly changed and if we haven’t, as business owners, we are missing out. I’ve always said that I am a horrible salesperson, when I am told I would be great. Maybe that’s because I correlate a sales person as the Alec ABC method and the pushy sales person. I like to see it, for me, as an education process and when you are educated about what I offer, you will come to me… I’m not about to chase folks. Ya know?
Sharon A.M. MacLean
I do know, Kristen. It’s my opinion that the message refers to one-way communication such as print or radio advertising. The sales rep usually had to make a relationship happen…more of us now have taken on the sales role in the digital world using an educational model. Thanks for your comment.
sweetteasocialmarketing
You have it absolutely correct when you say trust trumps facts. People matter and the old way of pitching or selling must accommodate the times.
Sharon A.M. MacLean
I think trust has always been part of the equation–for those who’ve cared about developing relationships. It’s even more important in the digital world where we’re connecting with people we’ve never met before. Thanks for your comment.
Liz daRosa
Right on!!! A person is definitely a jerk if all they do it try to close all the time. If they don’t show value, build a relationship & be genuine not only won’t I do business with them period!
Sharon A.M. MacLean
It’s even more important in the new digital world, Liz, where we often don’t have a history together.
Beverley Golden
There is no denying that the world is changing…and quickly, so of course how we do business is changing just as rapidly and requires new ways of doing things that no longer work. Building relationships, whether on or offline, is the key. And this requires taking an interest in the other as a real human being and then communicating with them from this place. Communication and trust, are always a winning combo, so it is great to see these as two of of the keys to the new model. Thanks for the interesting read, Sharon!
Sharon A.M. MacLean
You got it, Beth. I believe good business relationships have always been on trust. However, it’s even more important in the digital world, because there’s often a lack of history or background to rely on.
Beth Blacker
Trust trumps facts? I think trust and facts go hand in hand don’t they? You have to trust the information and source don’t you?
Sharon A.M. MacLean
I believe you’re right about both together, Beth. The difference might be when a company makes the sale just about the product/servce and skips over discoverging any emotional reason or “why” for a sale.
Delia Rusu (@happyblogplaza)
Hi Sharon, I love your tip about social skills, in particular good listening skills! This is needed so much and more and more people consider this when making a buying decision.
Long gone the days of selling with a fist. Thanks so much for sharing all these tips, so precious!
Sharon A.M. MacLean
Thanks for your comment, Delia. Yep –if we could all just sit back and listen fist with intent, communication would be so much easier!
Jackie Harder (@keydynamics)
One of the best books I read on sales is by Daniel Pink, “To Sell is Human.” He points out — correctly — that we are all sales people, even if we are not in the traditional sense. Anyone who tries to convince someone of a point of view is in sales. Anyone who has tried to get a raise is in sales. It was a fascinating read.
Sharon A.M. MacLean
Maybe we need a word to replace “sales”. How about where a mother…daughter…wife…husband…or child who “influences” another to our way of thinking. 🙂