Winning more sales in the 21st century is a combination of proven marketing and selling skills plus a whole lot more. That “whole lot more” is technology.
Imagine traveling back in time to 1950 or even 1960 and reviewing your daily calendar. Probably, you would have confirmed all of your appointments via phone and then driven to meet each of those qualified potential customers or existing customers. If your appointment canceled, you would be left in the waiting room with a lot of spare time. Maybe, you would have asked to borrow a phone or located the nearest pay phone to see if you could reschedule your next appointment. Sales Coaching Tip: Think in terms of a qualified potential customer and not a prospect. This way the individual becomes more of a person and less of an object.
Twenty years later a new phenomenon emerged – faxing. Now you no longer had to drive or wait for the U.S. mail to deliver documentation. Everything from quotations to contracts to material specifications could be delivered electronically through this incredible, time saving machine.
Then less in another decade, technology once again raised its innovative head and email through the Internet became the way to communicate. This new tool combined with voice mail helped to improve productivity because an incredible amount of wasted time was eliminated.
Next came cell phones which provided you with instant access to reaching your prospects and customers. As these tools became more advanced, you could combine your email with web surfing all within a small hand held device.
Yes, technology is embedded within the 21st Century selling skills. For example, the emergence of social networking is due to technology. From popular sites such as Linked In to Face Book to Twitter, business people and sales professionals are leveraging technology through by building on line relationships with people across the country to across the continents.
Additionally, sales resource sites such as SalesGravy have infused social networking into the site. Beyond the excellent sales resources , you can build a profile, become a sales guru or add to your sales library.
Internet based article directory sites abound. These sales resource sites, such as EvanCarmichael provide individuals opportunities to submit articles showing casing their expertise while driving traffic to their respective websites.
So how has technology affected the ability to be a sales savvy professional or business owner? To answer explore this questions, I spoke with two respected and knowledgeable individuals, Jeb Blount of Sales Gravy and Evan Carmichael of Evan Carmichael who have married technology and sales to catapult their businesses into this dynamic new century. Our conversations covered three key issues specific to selling in the 21st Century.
Issue #1 – What is the #1 Sales Skill?
When speaking with Jeb Blount about what he believed to be the number one sales skill set, he responded quickly and loudly with just one word – “speed.” From his experience, he said that Technology has leveled the competitive playing field. Additionally, Jeb has witnessed how this new tool has leveraged old talents and how millennials have learned the art of multi-tasking. Finally, he summed up his answer with these words: In today’s market place, the spoils often go to the swift. Sales Professionals in the 21st Century have to learn faster, act faster and sell faster. Sales Coaching Tip: Speed needs to be tempered with goals, plans and sales skills. Playing Captain Wing It and flying very fast by the seat of your pants will only have you crashing and burning equally as fast.
Jeb’s observation about speed is crucial. Yet, he makes another great point. Today’s salespersons must be always learning. Alvin Toffler said that “the illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn and relearn.” Even though Toffler was not addressing selling professionals directly, his words should be embraced by anyone in sales.
Today, through technology, busy salespersons have far more access to professional development than ever before. Internet resources provide a plethora of free articles, videos, audio programs, books, CDs, DVDs. Jeb sees sales professionals as the Elite Athletes of the Business World and these individuals must train their mind, body and spirit if they want to win more sales.
Evan Carmichael shared a similar belief about technology. He stated that the number one sales skill for successful salespersons, small business owners and even C Suite executive is ability to generate quality leads through an online campaign. His short response has several key words that need to be emphasized.
First, he used the word generate. This is an action verb and suggests that it is the salesperson’s responsibility to secure the leads. Far too many expect others to find business (a.k.a. leads) for them. Prospecting is a necessary selling skill and is still alive and well even in this new age.
Second, he mentioned quality. Leads need to be quality or qualified. Time is of the essence. Spending time on suspects to prospects instead of qualified potential customers is a waste of everyone’s resources and does not lead to the goal to increase sales. Sales Coaching Tip: A qualified potential customer meets of all of these criteria:
- Decision maker
- Expressed need
- Dedicated budget
- Urgency
- Commitment to take action
Last, he indicated that an online campaign is necessary. Using the Internet for a one time marketing or advertising “hit” is not enough. There must exist predetermined marketing plan with specific goals that infuse the selling messages into a cohesive campaign that is delivered via the Internet. This campaign may marry e-mails, paid Internet advertising, blogging, social networking and article writing. A one time shot gun approach will not work in the 21st century technology driven marketplace as it did not work in years gone by.
Issue #2 – Essence of Selling
When discussing if technology has changed the essence of selling, both of these experts answered “No.” Jeb viewed technology as improving efficiency in selling, stripped costs out of the process, and leveled the playing field for competitors.
He made this very critical point: When you take everything out of the equation, sales is just one person solving another person’s problem (regardless of whether the sale is B2C or B2B). The process of solving problems still requires rapport, trust, creativity, and personal interaction. None of which can be replaced technology. Sales Coaching Tip: Uniting your selling skills to the written goals from your sales, marketing and professional development plans will quickly showcase you as the Red Jacket in the Sea of Gray Suits.
Many in sales make the mistake of thinking that technology is going to solve their productivity problems from confirming shipping dates to keeping in contact with existing customers. Jeb’s position reinforced that technology is only a tool and being the consummate professional is still required if your goal is to increase sales.
Evan also believed that technology has not changed the essence of selling. You need to show your customer how your products or service can help solve their pressing challenges. The tools and mechanisms used to sell have changed with technology, but not the essence. This is a powerful statement because many times people believe that something else will solve all their problems. In the 21st Century, savvy salespersons will know how to use that tool and understand that a tool is just that a tool.
One of the tools that Evan and I discussed was social networking. He shared that the value of social networking such as LinkedIn depends on the business. If you’re in a highly social business then it’s vital… For other businesses, social networking traffic is notoriously difficult to convert to sales. His points are valid. They reinforce the old adage “if you cannot measure it (convert to actual revenue), you cannot manage it.”
Jeb viewed social networking more as a branding tool. Unfortunately, he has witnessed many sales professionals engaged in this marketing strategy with no rhyme, no reason. And he continued with no plan or objective it has no real impact on their business. Jeb firmly believed that building real relationships and connections must happen off-line.
Issue #3 – Key to Sales Success
With sales being so critical to any business, everyone would love to know the key to sales success. During our conversation, Jeb remarked that this is the $100,000 question. He continued with despite all of the advances we have made, the 80/20 rule is still in play. In my opinion, these two reasons are why so many salespeople do not reach the success the deserve is:
- They are selling a product or service – or they are working for an organization – that does not match their talents and personality
- They fail to manage their self-discipline, personal development, and professional growth
Both of these reasons are within 100% control of the individual.
Evan shared Jeb’s sentiments in that sales people don’t apply themselves to learning their craft. You do not have to be a ‘born sales person’ to be a highly effective one. You just need to dedicated yourself to being the best you can be.
“To be the best that you can be” are words echoed by many other experts. With an economy, that some few as down, many are so busy spraying and praying their actions all over the place that they forget to schedule time to improve their own marketing, selling and self leadership skills.
After everything is said and done, to win more sales in the 21st century is really not much different than 10, 100 or even 1,000 years ago. Your sales success starts and ends with:
- Your belief in your products and services
- Your plans and goals
- Your professionalism
- Your skills
- Your tools
- Your commitment
- Your taking action
Final Sales Coaching Tip: Time is both your most trusted friend and most dangerous enemy. Each week, month, quarter and year you must monitor your results and make the necessary course corrections. If in 3 months your results are not where you want them to be, you may need to find a mentor or hire a sales coach. Remember not taking action is taking action.
