This week our guest was John Cass of Pace Communications. John a former head of the Boston Chapter of the American Marketing Association is an expert in Social Media and digital communications. We had a wide ranging discussion about social media’s application to the sales industry.
A very common finding when evaluating a sales force is “inappropriate follow-up” meaning the endless chasing of prospects and other influence centers based on the assumption that if you keep contacting them something good will eventually happen.
Sales Leadership shares a lot of responsibility for this problem, in that they repeatedly asking for status updates giving little thought to the strategy for accomplishing this.
Social media can change the dynamic of the chase. Whether it’s “Thought Leadership”, leveraging “two degrees of separation”, finding ways to be more relevant in your communications or simply being present without being a pest you must teach and hold your sales force accountable for leveraging the power this new and permanent communications media. My question to you is what are you doing to turn unproductive follow up into high value communication?