Sales 2.0 Tools Have Their Place, But Where is It?

Posted by Dave Kurlan on Tue, Nov 23, 2010 @ 06:11 AM

I am so fed up with the Sales 2.0 hysteria.

Sales 2.0  - it's about getting found and using the social networking tools to make connections - and that's all good.

But none of it replaces good old fashioned Sales 0.0 or 1.0 and to believe it does is a dangerous thing.

Whether you are performing SEO to help you get found, using LinkedIn, Facebook, Google or Twitter to let people know you are here, or using any one of the array of cool new tools to determine how best to connect, make the connection or continue the dialog, all of these tools are used as a means of getting your new prospect to the phone and/or a face to face meeting.

What you can't do with Sales 2.0 tools is use them to sell.  You can't take short cuts, you can't sell or have a conversation via email and you can't express yourself effectively in print unless you are an award winning novelist; and most prospects don't have the attention span to read that many words.

If by using all of these tools, your salespeople still have an empty or weak pipeline, they must pick up the phone and make calls the way salespeople have been doing for decades. Of course it's more difficult to reach people today, but that is not a reason to stop calling.  If you need to schedule meetings, they surely won't happen by themselves! 

Sales 2.0 tools, just like the face-to-face networking that came before it, are supplements to phone calls, not the other way around.  If you can't control it, you can't depend on it.  If your salespeople must have 12 appointments per month, then they must plan to make calls to schedule 12 appointments per month.  If along the way they happen to receive 4 introductions from customers, clients, their social networking or their local network, then great!  Then they'll only need to make calls to schedule 8 appointments this month.

Sales 2.0 - I love the tools, but they don't replace the basics.

Topics: Dave Kurlan, sales management, prospecting, cold calling, social networking, getting appointments

Should Social Networking Support the Sales and Marketing Effort?

Posted by Dave Kurlan on Fri, Aug 14, 2009 @ 10:08 AM

If sales and marketing were husband and wife the divorce rate would be much higher than that of the 50% for traditional marriages. 

Deborah Penta, my guest on this week's episode of Meet the Sales Experts, shed some light on how the relationship between sales and marketing should work.  One of the things she said that I really liked was that executives "have an obligation" to market their companies and generate quality leads for their salespeople.  An obligation!  It doesn't get any better than that.

She also talked about the advantages of targeted, email marketing campaigns, including the ability to tweak them as you go along at very little additional cost compared with traditional direct mail.

Deborah talked about incorporating a sales and marketing philosphy into the company's sales culture - a comment similar to one made by  Jim Stephens back on July 22.

She had some very sound ideas for how marketing and sales should work together for trade shows and she talked about how sales and marketing should communicate in general.

In an interesting series of comments, Deborah had some very strong opinions about the place for social networking in business.  She believes that SOME of the social networking mediums are appropriate and even important for - pay attention - SOME businesses but not all. Her big point on this was that some companies throw pages up on Facebook and similar sites but fail to integrate those pages with the other parts of the overall marketing plan.  The result is that the company doesn't use it the right way, the page is not consistent with the company's other messages, and it has the potential to become an expensive branding mistake rather than an inexpensive marketing tactic.

Click here to listen to the entire episode.  Contact Deborah here.

Topics: Dave Kurlan, sales and marketing, deborah penta, social networking, email marketing, lead generation

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Best-Selling Author, Keynote Speaker and Sales Thought Leader.  Dave Kurlan's Understanding the Sales Force Blog has earned medals for the Top Sales & Marketing Blog award for eight consecutive years. This article earned a Bronze Medal for Top Sales Blog post in 2016, this one earned a Silver medal for 2017, and this article earned Silver for 2018. Read more about Dave.

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