I think we can all agree that The Internet, social networking, and other breakthroughs in technology have changed the way we do business. It seems like everyday we're hearing about a new way to connect with our customers without ever having to see them or talk to them. According to referral expert Joanne Black, "The rise of social media sites such as Facebook, Twitter, MySpace, YouTube, and LinkedIn have lured many sales pros into scaling back their personal interactions and relying on social media to surface 'qualified leads.'"
Today Joanne Black gives us her opinion on social media - and how it should be incorporated into your sales.
Get Real
Social media is a powerful tool for three things and three things only:
1. Search engine optimization—use your key words and raise your presence on the web
2. Find out who people are - learn about a person's background and your connections
3. Find out who people know - look for close connections that you can leverage
Some salespeople tell me they actually get clients through social media. Well, maybe if you have a commodity business. Could it happen? Yes. Do I rely on it? Absolutely not. I only count on what I bring about - through a proactive, intentional, referral strategy with personal introductions.
To Know You Is to Like You
There's a saying in sales: Clients buy with emotion and justify with fact. If our clients don't like us or don't feel comfortable with us, they won't buy from us. You can wow your clients with technology know-how now and try to win them over later, once they find out you're honest and reliable. But the reality is, you need people to start liking you within the first few seconds of your relationship. You need to start off on the right foot. Fancy gizmos won't make that happen. But a trusted referral and a personal connection will.
Eric Schmidt, Chairman and CEO of Google, in his commencement address to the graduating class of the University of Pennsylvania in May 2009, urged college graduates to step away from the virtual world and make human connections. "Turn off your computer. You're actually going to have to turn off your phone and discover all that is human around us."
To Like You Is to Trust You
The most important business decisions are still based on personal relationships. There is significant research about why customers make buying decisions. Bottom line: It's because they like and trust the salesperson and his organization. Think about it. We're selling services, investments, systems, products... we're asking for people's time and money! Why would they work with someone who hasn't been referred?
3 Winning Tips
That said, a social media presence is a must-have in today's world. Start this way:
1. Develop a social media strategy - Like a sales plan or a marketing plan, write your social media plan. What is your goal, who is your audience, what do you communicate? Leverage social media as part of your go-to-market strategy. How does your strategy link to your customer's needs and your business priorities?
2. Establish relationships - Take the time to build your personal connections, pick up the phone and talk to people. Just because you have a name in hand, doesn't mean you have a relationship.
3. Communicate useful information - Social sites are not for selling. They are for establishing connections, identifying ways to collaborate, and providing value. What tips can you provide? Link to other sites that you recommend. Be recognized as the expert and build your web presence. Be a resource.
To Trust You Paves the Way
The most energizing and exciting part of our work is the relationships with our clients - the interaction. We enjoy learning about our client's business and matching our solutions to their needs. In an era dominated by ever-expanding technology and social media pressures, always remember that personal connections, referrals, and earning trust are what count. Yes, it requires brainpower. But isn't that what we love about what we do? Indeed.
Joanne Black is a leading authority on referral selling and the author of "No More Cold Calling: The Breakthrough System That Will Leave Your Competition in the Dust" from Warner Business Books. Learn more at her website: www.nomorecoldcalling.com
Showing posts with label Joanne Black. Show all posts
Showing posts with label Joanne Black. Show all posts
Thursday, October 8, 2009
Tuesday, May 19, 2009
Homegrown Sales Sources
If you've been trying to get in with a new prospect with no luck, the solution to your problem could be right inside your office. Referral expert Joanne Black shares what you need to know to tap into the sales leads within your own office.
"I am always amazed when my clients discover that a person in their San Francisco office has an ideal contact for their Atlanta, Prague, or Shanghai offices," says Black. "I was conducting a call with representatives from my client's Chicago, Portland, Toronto, and Los Angeles offices. One of the salespeople in Portland described a new client he was about to win. His counterpart in Los Angeles said they were doing business with that company in Southern California. The two decided to link up and work on a strategy together."
"It's time to think beyond yourself, your sales executives, and sales support as the only members of your team," continues Black. "Think beyond your immediate team, and beyond your geographic office. Think about the obvious: Think of everyone within your company or organization as a much-needed, ready-to-be-activated resource to grow your business - exponentially."
The Secret: Look Within
Salespeople within your company have huge potential to help you expand your reach. They know people in your territory - in the companies you're targeting. Everyone, regardless of his or her role in the sales organization, is part of your sales team. Your employees and co-workers can help you tap into more industry knowledge. They may have insight into an organization's culture, structure, or politics - and may be a surprisingly valuable sounding board to discuss account strategy.
Your best resource for potential new business is all around you. Everyone in your organization knows dozens and maybe even hundreds of other people. Who do you think understands the value of your organization better than the people who work there? Who could possible have more invested in your company's success? Your job will be to bring everyone into the sales process. Start by finding out who they know. To do that, you need to help everyone in your organization understand that they are part of the sales team - whether they have an official sales title or not.
Where did your fellow employees work before they came to your company? Who is their next door neighbor? What about their brother who works at your prospect company? Spend the time to talk to them, learn about their history, and what is important to them. Help everyone to understand that with every sale, your company - their company - prospers and their job becomes more secure.
With over 30 years of sales training and consulting experience, Joanne Black's philosophy is that no one should ever have to make a cold call. Some may see this as heretical thinking, but for Joanne Black - and her clients - there is an alternative. It's called referral selling. Learn more at www.nomorecoldcalling.com
"I am always amazed when my clients discover that a person in their San Francisco office has an ideal contact for their Atlanta, Prague, or Shanghai offices," says Black. "I was conducting a call with representatives from my client's Chicago, Portland, Toronto, and Los Angeles offices. One of the salespeople in Portland described a new client he was about to win. His counterpart in Los Angeles said they were doing business with that company in Southern California. The two decided to link up and work on a strategy together."
"It's time to think beyond yourself, your sales executives, and sales support as the only members of your team," continues Black. "Think beyond your immediate team, and beyond your geographic office. Think about the obvious: Think of everyone within your company or organization as a much-needed, ready-to-be-activated resource to grow your business - exponentially."
The Secret: Look Within
Salespeople within your company have huge potential to help you expand your reach. They know people in your territory - in the companies you're targeting. Everyone, regardless of his or her role in the sales organization, is part of your sales team. Your employees and co-workers can help you tap into more industry knowledge. They may have insight into an organization's culture, structure, or politics - and may be a surprisingly valuable sounding board to discuss account strategy.
Your best resource for potential new business is all around you. Everyone in your organization knows dozens and maybe even hundreds of other people. Who do you think understands the value of your organization better than the people who work there? Who could possible have more invested in your company's success? Your job will be to bring everyone into the sales process. Start by finding out who they know. To do that, you need to help everyone in your organization understand that they are part of the sales team - whether they have an official sales title or not.
Where did your fellow employees work before they came to your company? Who is their next door neighbor? What about their brother who works at your prospect company? Spend the time to talk to them, learn about their history, and what is important to them. Help everyone to understand that with every sale, your company - their company - prospers and their job becomes more secure.
With over 30 years of sales training and consulting experience, Joanne Black's philosophy is that no one should ever have to make a cold call. Some may see this as heretical thinking, but for Joanne Black - and her clients - there is an alternative. It's called referral selling. Learn more at www.nomorecoldcalling.com
Thursday, December 18, 2008
So You Don't Like to Network
How many holiday parties have you gone to over the past couple of weeks? If you're turning down invitations left and right because you don't like to network, you're missing out on valuable opportunities. Check out this article from referral guru Joanne Black on how to network the right way - you'll be out there enjoying yourself in no time!
Build Your Business Referral Network
Think of networking as building your Business Referral Network. These Business Referral Networks are the contacts you develop because you attend networking events regularly. You not only attend, but you become involved. Every organization needs and welcomes volunteers. Think about what you can contribute. Even if it is just a small amount of time, you will develop lasting relationships because others will know that you do what you say you will do and keep your time commitments.
Once you get to know people and they get to know you, you will find many opportunities to provide business referrals. You might refer someone to a potential client, alliance partner, or to a person in a similar business. You might even have a personal referral - to an accountant, banker, or mechanic - a resource that will help another person. We become referral marketing sources for others, and others do the same for us.
Referral networking is about building relationships and being genuine. You network to make friends, sell a product, promote your company, find a job, find new clients, learn the latest from others, or gain more visibility in the business community. Business networking opportunities exist everywhere - meetings, professional associations, alumni groups, sports groups, community groups, weddings, parties, and any place people come together.
Expand Your Reach
During the holidays, we have an exceptional opportunity to meet new people at a very social and happy time of year. You have many networking events to attend at this time of year. Invite someone you'd like to know better to go along with you. They will have a chance to meet new people, and you both win.
Remember Woody Allen's old adage: "Seventy percent of success in life is showing up." Showing up counts. The more often you show up, the more visible you become, and the more people will get to know and recognize you.
Set Real Goals
Your goal should be to attend at least one event per week at which you'll have an opportunity to meet potential referral sources. In fact, this is a non-negotiable part of my referral marketing strategy. You can attend a breakfast, lunch, or evening networking event - or all three.
I have four goals when attending a business networking event:
1. Meet interesting people
2. Learn something
3. Get a new client
4. Have fun
If I achieve at least three of these goals - and I make a point to do so - I am thrilled! You will be, too. So go out there, build your Business Referral Network, and have a great time!
Joanne Black is a leading authority on referral selling and the author of "No More Cold Calling: The Breakthrough System That Will Leave Your Competition in the Dust" from Warner Business Books. Learn more at her website: www.nomorecoldcalling.com
Build Your Business Referral Network
Think of networking as building your Business Referral Network. These Business Referral Networks are the contacts you develop because you attend networking events regularly. You not only attend, but you become involved. Every organization needs and welcomes volunteers. Think about what you can contribute. Even if it is just a small amount of time, you will develop lasting relationships because others will know that you do what you say you will do and keep your time commitments.
Once you get to know people and they get to know you, you will find many opportunities to provide business referrals. You might refer someone to a potential client, alliance partner, or to a person in a similar business. You might even have a personal referral - to an accountant, banker, or mechanic - a resource that will help another person. We become referral marketing sources for others, and others do the same for us.
Referral networking is about building relationships and being genuine. You network to make friends, sell a product, promote your company, find a job, find new clients, learn the latest from others, or gain more visibility in the business community. Business networking opportunities exist everywhere - meetings, professional associations, alumni groups, sports groups, community groups, weddings, parties, and any place people come together.
Expand Your Reach
During the holidays, we have an exceptional opportunity to meet new people at a very social and happy time of year. You have many networking events to attend at this time of year. Invite someone you'd like to know better to go along with you. They will have a chance to meet new people, and you both win.
Remember Woody Allen's old adage: "Seventy percent of success in life is showing up." Showing up counts. The more often you show up, the more visible you become, and the more people will get to know and recognize you.
Set Real Goals
Your goal should be to attend at least one event per week at which you'll have an opportunity to meet potential referral sources. In fact, this is a non-negotiable part of my referral marketing strategy. You can attend a breakfast, lunch, or evening networking event - or all three.
I have four goals when attending a business networking event:
1. Meet interesting people
2. Learn something
3. Get a new client
4. Have fun
If I achieve at least three of these goals - and I make a point to do so - I am thrilled! You will be, too. So go out there, build your Business Referral Network, and have a great time!
Joanne Black is a leading authority on referral selling and the author of "No More Cold Calling: The Breakthrough System That Will Leave Your Competition in the Dust" from Warner Business Books. Learn more at her website: www.nomorecoldcalling.com
Friday, August 22, 2008
Get In and Get Started
The economy is lagging. Budgets are being cut. Clients are postponing decisions. We could go on and on about all the hurdles you're facing in today's selling atmosphere…but we'd rather talk about what you can do to bypass them and earn those commissions!
Here are some ideas from referral expert Joanne Black that will help you get in and get started earning more money.
Offer New Ideas
Good salespeople have always talked value. Now we need to put ourselves in our clients' shoes and become creative. We must get in and get started. Think smart, not big. It's always smarter to have a smaller piece of something than a big piece of nothing. Begin with a smaller project, a reduced order, or a regional; rather than global; implementation. Get in, and get to know the client. Let them get to know you. Get to know their business.
Create Metrics
Sit on the same side of the table as your client. Work together to determine the best way to get started. Always, always, always create metrics with your client. How do you, together, define success? Get agreement that once the current project is successful; according to the metrics you've agreed upon; the client will work with you to identify other opportunities within his or her organization. A successful project breeds a successful relationship ... and successful referrals.
Negotiate or Walk
Price. Aha! This is the big hurdle. Yes, the client will want to negotiate on price. That's her job; to build business while watching the bottom line. How many times have you submitted a proposed price to a client and had her say right off the bat, "Great! Where do I sign?" It doesn't happen. We always want to get the best deal, so why wouldn't our clients?
If you must adjust your price, adjust the scale of your project or the deliverables as well. Always get something in return for a reduced rate and write it into your agreement. Maybe the client promises to refer you to another business unit in his organization or to someone they know at a different company. Maybe you barter some of your services. Bartering is an age-old way of doing business, and it makes sense in many cases if you want what your client has and he needs what you have. Perhaps the client has software that your company needs, or a consulting methodology that could propel your business. You get the picture. Work it out.
"If you can't work things out, be willing to walk away,” says Black. “It's a tough decision, but it may be your best decision. You'll be off to the next client who values what you offer and is willing to pay for it.”
What are you waiting for? Get in and get started!
Joanne Black is America's leading authority on referral selling and the author of No More Cold Calling: The Breakthrough System That Will Leave Your Competition in the Dust, from Warner Business Books. Learn more at her website, www.nomorecoldcalling.com
Here are some ideas from referral expert Joanne Black that will help you get in and get started earning more money.
Offer New Ideas
Good salespeople have always talked value. Now we need to put ourselves in our clients' shoes and become creative. We must get in and get started. Think smart, not big. It's always smarter to have a smaller piece of something than a big piece of nothing. Begin with a smaller project, a reduced order, or a regional; rather than global; implementation. Get in, and get to know the client. Let them get to know you. Get to know their business.
Create Metrics
Sit on the same side of the table as your client. Work together to determine the best way to get started. Always, always, always create metrics with your client. How do you, together, define success? Get agreement that once the current project is successful; according to the metrics you've agreed upon; the client will work with you to identify other opportunities within his or her organization. A successful project breeds a successful relationship ... and successful referrals.
Negotiate or Walk
Price. Aha! This is the big hurdle. Yes, the client will want to negotiate on price. That's her job; to build business while watching the bottom line. How many times have you submitted a proposed price to a client and had her say right off the bat, "Great! Where do I sign?" It doesn't happen. We always want to get the best deal, so why wouldn't our clients?
If you must adjust your price, adjust the scale of your project or the deliverables as well. Always get something in return for a reduced rate and write it into your agreement. Maybe the client promises to refer you to another business unit in his organization or to someone they know at a different company. Maybe you barter some of your services. Bartering is an age-old way of doing business, and it makes sense in many cases if you want what your client has and he needs what you have. Perhaps the client has software that your company needs, or a consulting methodology that could propel your business. You get the picture. Work it out.
"If you can't work things out, be willing to walk away,” says Black. “It's a tough decision, but it may be your best decision. You'll be off to the next client who values what you offer and is willing to pay for it.”
What are you waiting for? Get in and get started!
Joanne Black is America's leading authority on referral selling and the author of No More Cold Calling: The Breakthrough System That Will Leave Your Competition in the Dust, from Warner Business Books. Learn more at her website, www.nomorecoldcalling.com
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