Technology has changed the way our
customers buy and the way we sell. For
many of us, keeping up with the myriad of new technologies available, and
understanding how best to use them, is like trying to piece together a giant jigsaw
without a picture to follow.
So I'm excited to introduce you to a
colleague who lives and breathes this stuff.
Miles Austin is recognized as one of the
leading authorities on the selection and use of Web Tools to drive increased
sales results. I love his popular Fill the Funnel blog, and I recently
invited Miles to co-present with me on my
"Get noticed, Gain access, Grow business" webinar to provide guidance on how
to effectively use some of the most valuable sales web tools. I learned tons working with Miles. And my
webinar participants raved about Miles' content.
And so I am thrilled that Miles agreed
to answer a couple of key questions for readers this month.
Enjoy,
Jill
jill@salesshift.ca
www.salesshift.ca
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PIECING TOGETHER THE TECHNOLOGY JIGSAW - A CONVERSATION WITH MILES AUSTIN
 Miles, with so many web tools available today, what are some of the most important categories for sales pros?
1. Lead Identification/ Lead Generation. The days of cat and mouse attempts to obtain the name and phone number of the desired contact can be ancient history. Web Tools such as ZoomInfo or Jigsaw are capable of providing all the information you need to reach your prospect directly in any format from phone, mail, personal reference or email.
Imagine waking to an e-mail each morning that includes contact information for those that you believe need your solution. If you are looking for CFO's in public companies with over 2,000 employees, based in the Chicago area, that are not in your database, that is what will show up in your inbox every morning. One day there might be five names, the next twenty-five. Through the smart use of Web Tools you can enjoy the constant flow of current, accurate and relevant contacts. How would that change your results?
2. Customer Knowledge. It is the #1 reason to integrate Web Tools into your efforts, whether as an individual or as a company. There is no tolerance on the part of our customers for a sales maker not understanding their business needs and climate. The old standby of "tell me about your company" might be the fastest way to end a sales call in today's B2B environment. Customer knowledge includes:
- Accurate contact information
- Financial status
- Industry trends, changes and the competitive environment
- Employment climate and open positions within the company
- Press, analyst and public dialogue about the company, it's employees, actions and results
How helpful would it be to know early in your sales process that your prospect/customer just hired a new CFO, or that they are expanding from a regional presence to national? There are Web Tools able to provide this information and more including ZoomInfo, Hoovers, Jigsaw and InsideView amongst others.
3. Social Media. This is no longer an option. The business world is now fully engaged in social media in several venues. There is no excuse NOT to have a fully developed plan to incorporate Web Tools LinkedIn and Twitter at a minimum, with Facebook very close behind. I use the expression with my new clients, "Claim Your Name". This simply means that you, as an individual sales maker, and your company need to take control of your online presence. Claim your name and company name on all the online services you can. The cost is zero. And you are in much better control of your online presence and reputation. Several studies tell us that over 75% of buyers that "Google" your product or solution online end up buying from the first organic listing they see. It is not enough to simply rely on your website to position you for success.  4. Collaboration and Connection. Sales is no longer an individual sport. Sales today are a team effort, incorporating Inside Sales, Marketing, Vendors, Manufacturing, Outside Sales and, in more and more cases, our Customers. The ability to share information, divide responsibilities, and provide clear, easy to access project updates is a necessity.
Client acquisition efforts realize a greater likelihood of success if you can incorporate all necessary parties both inside and outside of your company using Web Tools that make this viable.
Web Tools such as Huddle, Box, Basecamp and others provide file sharing, messaging, version controls and in some cases online web meeting and phone-conferencing. With these tools you are able to streamline everything from RFP responses, project updates, and even capture contract signatures electronically with the entire team, leveraging the strengths and expertise from participants wherever they might be located. So Miles, what are some of the "must dos" and "must avoids" when it comes to adopting web tools within the sales process?1. Do have clear goals for what you want from the tool - Look at your entire sales process and identify which areas need help. Be as specific as you can. Do you need more contacts, better follow-up, more effective communication or a centralized collaboration tool for all supporting partners? By identifying your specific needs, you will be able to select the appropriate Web Tool to meet your goal. 2. Do establish desired metrics - and clearly communicate the expectations of each web tool. It can be distracting to all involved if there is confusion over how the tools will be measured and the effectiveness they deliver. How many leads do you need? How many subscribers to your company newsletter or how many attendees are you reaching with your Web presentations? 3. Don't allow tools to become your sales process - It is important to realize that Web Tools are not, and should not become, your sales process / methodology. A sales organization that has allowed Web Tools to become their process is extremely likely to miss their sales goals. Web Tools are best suited to serve a specific purpose, and only that purpose. They are not designed to serve as your core sales process. Speaker, trainer, author Miles Austin, maustin@fillthefunnel.com, is a leading authority on the selection and use of Web Tools to drive increased sales results. His work includes "30 Web Tools in 30 Days" and "LinkedIn Applications-Integrated Web Tools that Enhance Your LinkedIn Experience." www.fillthefunnel.com
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In week four of our webinar series Get noticed, Gain Access, Grow business we asked the question "Is the cold call dead?" And focused the hour on how to warm up the cold call. Here's what people have to say about this session featuring guest speaker, Miles Austin, and, of course, yours truly... "I thought this topic/content was excellent and very interesting to me. Will really help me prepare for my prospecting calls, and arm me with some additional insight into the account I'm targeting." "Guest speaker was great. The hour flew by and the notes I took are going to be very helpful.I had no idea about the resources that were out there to us." "I really think that some of the new technologies that are available can be used in more ways than I had been using. I have a LinkedIn account ... and I never saw the benefit of completing my profile and signing up for groups. The same can be said for Jigsaw, which I have used for years. Signing up for daily feeds and saved searches is something I hadn't done previously." "I'm definitely going to read Miles blog and use some of the websites Miles suggested. I am also going to pass his blog and these sites onto my team."Visit our website
for more information on the webinar series
Get Noticed, Gain Access, Grow Business
that will dramatically improve your prospecting success.
Or click here to be on our mailing list for advance notice of the next public series.
Or e-mail results@salesSHIFT.ca today to find out how you can pump up the new business development results within your organization without blowing the budget. Good selling!
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