How to get started in social media and maximize your impact

"True friendship consists not in the multitude of friends, but in their worth and value." ~ Ben Jonson

Social Media networking is like the first day at school where you don't know anyone else. What did you do? Did you sit back and watch who is who, reach out to someone, sit back hoping someone notices you, or jump on in? 

Think of social media in similar terms.  It may help those apprehensive types whose only association is via press about online stalkers or individuals being fired for criticizing their employer online.   Others first introduction has been from watching their kids amazing adeptness at morphing  into the virtual world of Facebook.  Cool parents have a Facebook profile to keep in touch with friends and family, while others used it to monitor their kids online presence.   That was me.  I jokingly have said if I ask my teenager how they’re doing they may respond noncommitedly, but if you “comment” on Facebook you’ll get your answers, along with more of their thoughts than you bargained for, swearing, provocative photos of their friends or parties you weren’t aware of, for the whole of their “friends” to read, like or comment on.

In a bold statement, Gartner told us that “By 2014, social networking services will replace e-mail as the primary vehicle for interpersonal communications for 20 percent of business users http://www.gartner.com/it/page.jsp?id=1293114 The article goes on to say: “The rigid distinction between e-mail and social networks will erode. E-mail will take on many social attributes, such as contact brokering while social networks will develop richer e-mail capabilities,” said Matt Cain, research vice president at Gartner”

Tackle social media or networking the same way you would attending a business luncheon, conference or client open house.   Don’t think of it as having to have an “elevator pitch”.  Nor do you have to worry about having business cards on hand, can save the parking fees and wear whatever.  The beauty of it is you control when, who and how you interact with others.  Social media can be taught.  You can make it an enjoyable, rewarding adventure.   In the past number of weeks I have asked a colleague who has asked for advice to join Linked In.  His response was:  “I don’t do Facebook or Twitter or any of that ‘stuff’ “  Like it is bad or unprofessional.

That takes me back to last spring when I had confided to a friend and past colleague that I was contemplating what direction I thought my career should take.  She recommended that I get on “Linked In”.   Oftentimes, like most of us, we’re not receptive to trying something new unless we have a logical reason or curiousity.   How little did I know that it would leap me into the world of social media.  A journey that fosters my thirst for knowledge.

You miss 100% of the shots you don't take ~ Wayne Gretzky

COMMUNICATE

In a very short time, I’ve seen many benefits from embracing social media.  Granted, with my background in advertising, sales and marketing,  I may have been more receptive than most.   One thing I recognized was if I was truly going to be a top-notch sales professional, I should at least understand whether or not this new phenomena was going to impact how we communicate or sell.  A self-professed social media kindergartner, it followed a thread:

1.     Linked In for business networking,

2.     A Blog to capture innovative thoughts

3.     Create a personalized online brand

4.     Experiment with other branches like Twitter, Facebook

5.     Discover whether or not I can create an online presence

6.     Learn from the experts

I will share the areas I personally engaged on my social media journey, how I unraveled the puzzle, how they help, and the benefits uncovered. 

Linked In http://www.linkedin.com/

An innovative, all in one, business networking site.  If you decide to only take on one social media site, this would be the one I would recommend.  Like most things online, it evolves and continues to reinvent itself.  The startling discovery I had was how easy it was to reconnect with past colleagues, clients and associates from a professional front.   Like anything, you get out of it what you put into it.  For me, it is the best live CV one could ever ask for without broadcasting.  You can join groups upon groups, based on profession or interest, follow companies, compile recommendations,  chronicle professional history, share personal or professional books, promote a Blog, make statements or share quotes.

After joining groups, participating in discussions, not only have I expanded my knowledge, found an excellent arena to test theories, I have also made associations from global individuals that I would be honoured to meet, do business with or recommend.  You control who is within your network.  All communication is filtered on Linked In or whoever you set your preferences to send to your personal e-mail inbox.  You don’t have to communicate via your personal e-mail unless you share that information or respond directly through your personal e-mail.   The negative side is there are predators of a different kind:  they want to sell you something,  they want you to sell something for them,  spam you, send you their stock picks, etc.   Simple resolution:  report to your group manager or remove them from your network.  Another negative irritant is when less professional individuals almost quote your responses verbatim in another group. 
http://ca.linkedin.com/pub/jeannette-marshall/1b/5a1/407

Blog

Blogging is a virtual phenomena.  You can voice your opinion on whatever suits you.  Or, you can establish your expertise on a particular topic.  The options are endless.  What you set your goals to be for a Blog are individual choice.  Who reads it, what you say, how it is measured, however, is within your control.  My first introduction to the term Blogging was by my daughter who was 16 at the time.  She used it as a means to journal.  To this day, I haven’t sought it out, waiting for her invitation to read it when she wants me to enter that world.

As an active member of Linked In, I really embraced discussions.    From there, I was asked if I had a Blog.  I embarked on a Blog to 1) expand/share the popular responses from the discussions, 2) use it as a vehicle to experiment with Social Media, and 3) see if my philosophy on sales based on real success would be of interest to others.  It has been and continues to be a wonderful learning platform. 

In and around the time I started to Blog, I was invited to take a Google Analytics certification course offered by one of their partners at no cost.  I was warned that there were many who were actively involved in SEO who hadn’t passed the 75% minimum pass mark.  I love a challenge but I had also developed a curiosity from Linked In and from Blogging – was what I was saying having any traction? 

By then, I had realized there were a ton of people tossing around the acronym SEO like crazy yet I’d hazard a guess that there were like me that didn’t  understand what it stood for.  I will attempt to translate it into a language that even a fifth grader can understand.   

 

SEO = Search Engine Optimization

Basically means finding people out there who are looking for what you are offering and making it easier to find you by having relevant information that attracts the most relevant audience.  Social Media venues like Linked In, Facebook, Twitter are conduits to communicate or increase your message and brand.

What I can tell you so far from my research, regardless of what format you use, the most "RELEVANT" will find its way to the appropriate audience.   Defining your audience, your message, who you want to attract, are you selling something, are you providing knowledge, what do you want people to do once they find you? 

Amongst many of the discoveries I can share, that isn’t exactly new, there is no field of dreams:  build it and they will come.  You have to communicate, share, promote your message, blog or website.  There is a fine line or balance between self-promotion and promotion that is only signified by who you attract.  Notice, I didn’t say trap.  It all comes down to engagement.  Online you will only engage who wants to be engaged or attract those who want to hear your message.   The onus is on you to communicate that message or fuel the interest towards your website or blog.  There are several avenues to create that awareness.

Twitter @optioneerjm

Entering the Twitterverse is exactly that.  A whole new dimension.  Personally, I dragged myself into it with a lot of preconceived notions not exactly foreign to my associate.  I didn’t want to get wrapped up in wasting my time based on personal bias of Twitter based on watching the well publicized CNN challenge by Ashton Kushner to Larry King on who would gain the most followers.  How could I am not be alone in the initial perception that Twitter was a forum for celebrities to broadcast where they were having lunch or a means to pacify their own egos? Now, I recognize that there isn’t anything as quick, viral, or vast as Twitter to communicate your message, share you latest Blog, thought, event, quote as Twitter.  Ironically, when having lunch with a professional marketing executive who once banked his pay cheque on creating awareness, driving revenue, said to me that Twitter could eat up too much of his time and distract him from his focus on promoting his business. 

There is a world within the world of Twitter that needs to be navigated, applied before you can truly understand the power.   Imagine plunking yourself into the Twitterverse with a handful of followers and you find yourself immersed within an entirely new language.   There are numerous new terms and abbreviations that you need to familiarize yourself with.  For example, #FF started out as “Follow Friday” as a means which Twitterers personally endorse like-minded individuals.  I’ve been on record to abhor synonyms yet with only 140 characters allowed, you have to be concise, get your message across in those few words.  If you’re brought up to communicate with precision, this is a daunting task.  "Twitter throws proper english out when u find urself using shortcuts 4 others 2 grasp context of ur meaning & RT to others" (125 characters - SWEET!) 

You're sunk when you  succumb to adrenalin rushes from endorsements like #FF, RT and shout outs that mention your name.  Your message or profile or "Klout"   unless you are a celebrity, determines how powerful your brand is.  A newly discovered forum is #keyword, groups, topics always proceeded by # to help you filter discussions amongst groups.  Then you start to filter by lists and mentally hi-5 when you begin to be listed and start snowballing followers. 

Facebook

Like so many before me, Facebook has been thought of as a social networking site to stay connected with friends and family.  In fact, Mark Zuckerberg (in case you've been alseep, is the founder of Facebook) has gone on record to say “that the negative effects of using the site outweighed the benefits it offers in terms of staying in touch with friends and family.” (Click here for more on the study.)

If you want to pass off Facebook, just consider the fact that Facebook has more than 500 million users worldwide and can be checked into on their smartphones, iPhones, iPad, Android or Blackberry devices.

People create profiles, businesses create pages.  I admit that I am relatively new to Facebook.  However, I have used it to share my Blog, share articles, celebrate interests.  Apparently, Facebook is continuing to add functionality, specifically for businesses, by creating pages.  That appears to be the best source for businesses to access the most value from Facebook.

MANAGE

It would take an entire Blog in itself to relay various ideas on how to manage your online presence.  Many tools cross over from communicate to measure.  The recommendations I would have is to ensure that you include feedback or comments to your website.   Going further, it is recommended that you respond to the comments to expand interaction, which facilitates engagement.   It is encouraged to facilitate sharing your website, articles or comments via Twitter, Facebook  along with the multitude of other vehicles like Digg It, Stumble Upon, etc.

An area that I am by no means an expert and still working myself is getting my Blog exposure by third party sites by venues like Google Buzz or content promoters like Canadian Planet or the larger circuits.  As mentioned, it  is recommended that you allow sharing yet I am a fan of promoting page views, followers, klout score and blog score.  It is best to engage the more mainstream experts on how far your reach is or monitor the engagement of your followers to keep your integrity and to show transparency.

MEASURE

I recall sitting in on a learning seminar about 7 years ago on what was probably more about SEO than anything.  Most of us sat transfixed and focused on all the terms tossed around, attempting to grasp what all the technical terms meant.  Unfortunately, that organization is no longer around … probably well ahead of its time.  What I have realized more than anything is that Google etc have all become that much more sophisticated and adverse to the tricks that abounded from manipulating statistics and information captured.  I’d like to think that you earn your place based on one of my core philosophy:  success comes from doing 1000s of things right.

There are a multitude of sites that compile “algorithm factors” as to whether you are making progress, or what I call traction.  That old saying “you cannot manage what you cannot measure” applies.   Now, you can determine whether all your online efforts are recognized via “klout”,  rankings,  followers, statistics, peers.  POOF, you are back at high school and popularity is where it is at … again.  It doesn’t necessarily translate by the number of followers you have on your website, blog, Twitter, Facebook as much as it does by the number of influencers you have.

Klout Score
http://www.klout.com/

Most likely the most influential is the “Klout Score”.  It is a measurement of your overall online influence.  The scores range from 1-100.  It factors over 35 variables into three categories:  true reach, amplification score and network score.

True reach is the size of your engaged audience based on followers and friends who actively react to your messages.  Amplification score is how likely your message will generate am action (RT=retweet; @message, like or comment) on a scale of 1 to 100.  Network score factors the influence of your engaged audience, again on a scale of 1 to 100.  Your Klout Score is more than likely associated to your clicks, comments and/or retweets.

Fortunately or unfortunately, depending upon your online score, it may ordain who wants to interact with you.  I’ve seen it first hand on Twitter whereby some may look at your Klout score before following you back.  I remember my younger brother years ago telling me, as I listened in disbelief, that after asking a young lady to dance she grabbed the back of his shirt, flipped open the tag to reveal that although it wasn’t cheap, nor was it designer brand, said “as if” based on that label.  Today, the label or brand you develop online can have the same result.  KLOUT SCORE:  57

Web Grader http://www.grader.com/

Hubspot's webgrader was referred to me by one of my online Linked In friends when I first began my Blog.  I sent an e-mail to my trusted advisers that knew me both online and offline to check out my Blog to get their unbiased opinion.  One very connected and experienced lady suggested that I go to this site and have my Blog measured.  

Additionally, they grade websites, twitter profiles, blog rank, etc.  It has been cool to watch my Twitter, Blog scores rise.  It isn't surprising to see my Facebook profile so low because I haven’t really done much there.  It does reinforce to me personally how authentic the results are:  Blog Grader 88/100; Facebook 9/100; Twitter 97/100

Blogspot.com

I decided to go with Blogspot.com to launch my Blog.  It was a nobrainer for me to utilize the blog facilitator by Google who is the number one amplifying mechanism on the web.  I trusted (and still do) that they’d had all the tools in place for amateur bloggers in place.  They do.  Behind the Blog they provide analytics to help.  I can see what are the favourite blogs (Forecast, Project or Dart Board) , where my audience comes from by Traffic Sources (Twitter, Linked In, etc.) by audience (United States, Canada, UK, Russia top 4 – yeah, who would have figured Russia, eh?)  It also informs me of what robotics have been to my site (i.e. Google)and where links are coming from.

There are other Blog sites like Word Press that appear to be popular amongst Bloggers.  Based on Hubspot, it recommends that I have a standalone website to gain more reach or standalone power … but I’m not done being the student … yet.

OTHER

One Forty
http://www.oneforty.com/

I’ve discovered a few other favorites amongst my arsenal of information portals, which I will share.  I wouldn’t have found many of my online tools without One Forty.  It is a social business hub that connects you to the tools you need to manage and measure social media.  It also allows you to rate the tools you like, view the tools that your online community uses.  Chances are if they engage you, you will take heed to the tools they promote.

Quora
 http://www.quora.com/
I really love this site!  I find that quora.com takes one of the best part of Linked In "Discussion Groups" to the next level.   From the horses mouth:  “Quora is a continually improving collection of questions and answers created, edited, and organized by everyone who uses it. The most important thing is to have each question page become the best possible resource for someone who wants to know about the question.”   Quora allows you to ask limitless questions from where is the best place to stay, movie to watch, wonder about a specific business issue, parenting advice, etc.  If you do answer a question, it allows you to share both the question with a link to your answer to Twitter and Facebook.   You don’t have to belong to a specific group to access the questions, you can filter the areas you personally find of interest.  It allows people to vote, thank or comment on your answer.

Unfollowers
 http://who.unfollowedme/ 
It all comes down to engagement.  I have discovered it isn’t as much about the number of followers as much as the quality.   Granted,  like most, I will follow Donald Trump without a hope in hell he’d follow me.  Yet, with this tool I can at least be in control of who I follow, ensure the quality of followers, follow those that I want to learn from, like their links for articles, quotes and so on.  It also allows me to turf dead weight who is not adding any personal value.  Oh, and to expose the trick of some who follow you then, unfollow you just after you follow them with their hopes of appearing like they have more followers than follows … they didn’t get the memo that it has more to do with the quality of follows/followers than quantity.

OTHER TOOLS I USE

E-Vite http://www.evite.com/

An easy, free online invitation and social planning website. Save on stamps — and trees — while freeing yourself up from keeping lists and making phone calls to organize your events.Select your invitation design, add your guests’ email addresses and send via email.

Quotes www.brainyquote.com  I like to reinforce my message or drive home a thought with a quote.  Brainyquote is a great source for quotes by topic (inspiration, motivation, famous people, etc.).  Use it to capture interest on Twitter or Facebook.

NEWScast or salesMEETING?

Now, you've smoothed talked yourself into a plum sales assignment, being the super sales star that you are. What now?  (Or, perhaps you are trying to decide if a sales career is your destiny?)


Congratulations!  You "sold" yourself.  So elementary:  if you can't sell yourself, it's not likely that you would be able to sell anything.   Forget about that, you made it past the online profile (answered honestly), the HR behavioural interview fired at you over the telephone as part of the screening process before meeting the seemingly animated sales manager (he could be motivating), barely squeaked by the drill sergeant executive interrogation (yes, it was to see how  ruffled you'd get), sweat a bit passing the background criminal check, supplied the clean driver’s extract, been Googled without knowing to see if you have hidden surprises, and signed an employment contract that you considered whether you should have had a lawyer read all the terms for you.

Alas, never mind, you are ready to go!  You wanted to sleep in but thought you should drag yourself out of bed to get there on time to make a strong first impression ... after all, you decided you should erase the bloodshot eyes that are usually there, to look fresh for the first day.  You pause, they may roll out the red carpet for you because they’re damn lucky to have found you, especially after your amazing performances throughout the thorough recruitment process.  You have a slight hesitation, shrugging off the nerves or wondering if you are on a cliff ready to jump off, gulp.  Was that a mild guilt now you have to deliver?

You arrive "early" 20 minutes beforehand for the first "sales meeting" at 7:30 a.m. and wow, there is an admin person who warmly greets you and escorts you to the boardroom for your first sales meeting.  (Did she know that it was your first day and was part of the greeting process?)  Your first impression isn't anything like what you prepared yourself for with the “Selling Ice to Eskimo " setting you’re used to.  The sales manager hasn't even arrived, yet the rest of the sales team are not yawning, bored, sitting around drinking coffee and griping about the boss, how their last commission cheque was messed up or when their next lead will roll in.  Right, it is your first day … they’d be on their best behaviour for your benefit.


Amazingly, it appears that many have been working long before the 7:30 a.m. sales meeting, or talking about the late nighter they pulled working on a proposal.   Some are asking someone named Lisa how close she is to signing that multimillion deal she has been working on for six months.  Lisa is actually sharing and asking whether her colleagues think that the customer will decide solely on price and not all the value they have brought to the table.  OK, now you're seriously getting worried because everyone seems to be genuinely interested in giving Lisa encouragement and wishing her good luck.   There is no sense of underlying cattiness whatsoever, is that possible?


The sales manager arrives at 7:25 a.m. and says hello to everyone, asks about their weekends, particular how Steven's daughter Kaitlin is settling into university life on the coast ... all while he is plugging a laptop and turning on an overhead projector system whirring and blinking lights as it warms up.   This must all be to your benefit to impress you on my first day ... right?

7:30 a.m. on the nose.   Everyone sits up a little straighter, flashing fresh pages in their notebook (damn why didn't you think of that?), and pens posed like soldiers standing at attention.  The sales manager starts out by calling the meeting to order, with an Agenda black and white on the projection screen.  Here we go ... you’re introduced with tidbits of professional background interjected and everyone claps with welcome.  (Geez, now why didn’t you read, what was that book called?  "Gung Ho", right, well you can watch the movie tonight)


Next, a number is the only thing on the screen.  (Numerology for good luck maybe?), followed by the next screen showing red and black numbers as the sales manager shares and is it your imagination or is everyone leaning forwardly intently?  Then, there’s an another one with an even bigger a number that says "to meet target".  Without skipping a beat, the sales manager zeros on Charles, then Rebecca and so on around the table.  Is that gibberish?  Charles said that he forecasted a figure but expected to close this and that by month end to make his target, which will put him slightly above plan.


 Upon Lisa’s turn, everyone smiles and there are a couple of jocular comments on how she is going to save everyone's bacon if her deal closes this week, as forecasted.  The sales manager asks her what resources, support she needs from anyone to help her.  She asked whether anyone thinks that the operations manager should attend with her and the manager for the presentation to address any of the critical questions to reassure the prospect that they will be able to follow through on their end.  George, who appears to be the veteran in the room, asks her how many people she is presenting to.  Four.  Ok, well in that case, he recommends their support analyst attend with them since the IT director will be in attendance.  The sales manager suddenly minimizes the screen at that moment and sends an "Outlook" invitation for tomorrow morning to operations and support for a 20 meeting to review and prepare for the presentation.  SNAP! Just like that, eh?


You watch in amazement when to the left of me it is John's turn.  He seems somewhat apologetic but briefly answers the sales manager's question how he is going to make up the shortfall on his target and the deal he had forecasted has now been put off for 90 days because the CFO wants to bring in competitive bids. 


YIKES, you?  When it comes to your turn, eyes slightly darting around (hopefully not noticeable) wondering where to put your hands - is that why everyone is holding a pen, something to grip onto for dear life when it's your turn?  The Sales Manager just smiles warmly and says that since you are in training mode, this is your chance to just observe and ask questions.  Everyone, including John, nods and smiles warmly.  The sales manager takes this time to announce that George will be your "mentor" and suggests that you arrange to meet to get started.  A mentor?  The closest you've had to a mentor is an older sister?  Maybe they’re actually serious and this isn’t a show put on for your benefit.

By now, you may not be feeling quite so smooth or confident, glancing at the others, while gripping your chair again to keep it from swivelling down the sales equivalent of "Alice in Wonderland" … nope, you haven’t just fallen down the sales rabbit hole ..........

This spoof has many elements of truism.  What's even more intimidating is that it is possible to  find yourself amongst a group of professional colleagues who are serious about their profession, a non-dictator sales manager who asks and expects you to do what you say you are going to do while backing up your efforts.  This is what a sales meeting may look like when working for an organization described in "Time is Money" Blogpost. 

 One thing you know for sure is that  It certainly wasn't a newscast disguised as a sales meeting or a griping session was it?

The Artful DODGER

Getting past "the gatekeeper" creates a wealth of discussions and tips on how you get around them. To me, the corporate receptionist (aka gatekeeper) is a last resort and I see many sales folk take that approach to cut corners or not do their homework (i.e. research).


A corporate website has a wealth of information.  It typically lists key contacts, their responsibilities and how to get a hold of them.   That information isn't there to help research savvy sales pros.   It is simply and logically there because those same people are available for their customers or shareholders.

Personally, I also like taking a look at the company's news release section:  it identifies key contacts, new promotions, mergers, partnerships, purchases, new products, new endeavours, and financials.  You can use this treasure chest to your advantage.   Another tidbit on reading the financials or news release can hint at financial troubles that you may decide to avoid.  All your hard work may be wasted if they're going bankrupt or positioned to be sold ... that is, unless it tells you to approach the other company.

The best approach for me has been to go as high up in the organization as possible - if it means a craftful approach letter that offers compelling reasons why they may want my expertise in helping them: save time, reduce overhead, streamline process, with quantifiable examples of how I've done that with others.   Trust me, all your competitors are saying they're the best too!  They most likely are pointing out the same benefits or the less experienced are doing "feature dumps".  What you all may have in common is how quickly you are being shot down, being asked to forward a package (to get rid of you and that package more often than not ends up in a dumpster), or asks for a price (that tells you that you have no value and you are being commoditized).

Before you contact any senior level executive, you should have an idea of their company, their mission, values, industry and what is impacting their business.  You can artfully apply the information to your advantage to position yourself more as a colleague than as a sales person.  If you're like me and you do a lot of reading up on sales, there is a common complaint from executives who are approached by salespeople:  they know little or nothing at all about their company and see that as a disrespectful waste of their time.
 

Kevin Davis five-star sales book on Amazon "Getting Into Your Customers Head” is a great resource for the sales professional.  His newest release "Slow Down, Sell Faster" provides greater incentive to adapt your sales approach to that of your customer's needs.  You can check out his blog "Inside our Head" listed in the sidebar.

Don't worry if the upper level decision maker refers you down the ladder to someone whose responsibility it falls under.  It is called "topped down selling".  Regardless, it is a lot easier than trying to dodge a gatekeeper who takes pride in "getting rid of annoying salespeople who interrupt the boss' day" ......

RES-O-LU-TION

Never make your boss look bad.  Most bad bosses are capable of accomplishing this all on their own.

~ Jamie Fabian

Time is upon us to reflect upon the past year, for some, but for many it is the time to clean the slate and resolve new goals.


SALES:

1. I shall not  over promise and under deliver
2. I shall value each hour and each appointment
3. I shall not fill my day with "look busy" activities 
4. I will ask more questions and listen often
5. I will take care to understand what it is that I can do to help my customers reach their goals
6. I will use problems as a means to gain better solutions
7. My sales manager is not my mother, teacher or babysitter -- I will do what is expected with little cause for nagging, reminders nor will I whine or make excuses  
8. I shall not point the finger at anyone other than myself I will take responsibility for my own actions
9. I will not make commitments of which my team will have difficulty on delivering
10. Integrity, trust and knowledge are my guiding principles

MANAGEMENT:

1. I will not ask of others that of which I would not do myself
2. I shall  not project what the team cannot deliver to save face
3. I should trust the people whom I have hired, exchange their loyalty with loyalty of my own
4. I am no bigger than the people whom I represent
5. My personal goals are not to the detriment of those who report to me
6. I trust that I am in this position based on my expertise
7. When failure happens I will point inward
8. I will coach, guide, mentor my team
9. Directives and mandates are replaced with buy in, engagement, and input from my team
10. I will take care of the customer, who will take care of the bottom line

TIME is MONEY

We are all getting busier, with less resources or personnel support while expectations are sky rocketing, attention fleeting while the need to generate more revenue is critical.

Like many of my Blogposts, there is a common theme evolving -- how organizations and sales professionals should collaborate to achieve BOTH of their objectives  while striving to gain  RESULTS.

A challenge is typically asserted on which accountability metrics are important to operations and sales.  Typically, for operations it is profitability and for sales it is revenue.  In order to drive revenue, sales professionals should have realistic activity mandated.  All top sales organizations have various activity metrics to ensure that even entry level sales reps can achieve some success.  There are a few factors that could be taken into consideration to establish perameters :

1. Sales Cycle
2. Geographic territory
3. Vertical targets
4. Cost of product or service
5. Level of decision maker required
6. Seasonal variables
7. Competition
8. Pre-Sales support
9. Marketing program
10. Lead time between sale and delivery
11. Budget, plan, quota or target

I will get into the 11 points above in future blogs.  However, before you ask sales to meet the minimum activity metrics, after examing the parameters, your organization should next ask itself what tools or considerations are being taken into account to boost productivity or demand results.  For example:

1. Training (Company provided or endorsed)
2. Skill Level (Experience in sales or industry)
3. Compensation (Commission versus salary plus bonus)
4. Marketing Program (sales material, advertising or leads)
5. Sales Timeline  (from sale, to implementation, to commission or bonus payment)
6. Tracking Tools (CRM system, manual, activity reporting)
7. Sales Management (Coaching, mentoring, meetings)
8. Support (proposal template, clerical, analysts, diagnostics)
9. Territory (geographical or verticle/by industry)
10. Sales Budget
11. Communication (customer service, computer, e-mail, wireless, cell phone or iPhone/Blackberry)

It is easy for organizations to hire and plunk sales reps in territory and cross their fingers that they've found a superstar.  Yet, without analysis of factors that could impact success or inability to provide the necessary tools it shouldn't be surprising there may be a  lack of results.

So, before you kick your rep out the door and ask him/her to sink or swim, examine what you are doing to facilitate their success?  After all, time is money!

Cool calling

 I am an advocate of cold calling.  Cold calling IS necessary in today's uncertain, competitive climate. To rely on warm leads aka referrals is simply unrealistic. My cold calling techniques change based on who/what I am targetting, but I'll try to give you some ideas on how to tackle it and take the COLD out of CALL:

1) INTERVIEW  existing satisfied customers

• Your best source of informaton is already using your services
• Take the stance that your are new and interviewing them
• You'd be amazed how many time you hear from them how nobody else has taken the time to ask
• They may ask you why you are doing this, and end up offering referrals
• They will want you to succeed now that you've taken the time to understand their success
• Don't forget to ask for that "testimonial"
• Make sure you put some of those quotes on your website
• Ask for examples of ways your company/service/product has helped them
• Use those as "case studies" on your website on how you solved business issues

2)  NARROW your targets

• Visit website, pay special attention to company announcements, "in the news" areas

3) PERSONALLY visit prospect's office/place of business

• Hand business card right away - Be upfront about who you are and state that you are just doing research or there to ask questions
• 9/10 times the receptionist knows more than anyone what is going on in the company
• Be respectful of the gatekeeper, their time, be pleasant, avoid sales pitch, be confident
• Use their nametag or nameplate or ask for their name, people are always more receptive if they hear their own name
• Observe if they have to take calls, are hurried, act accordingly
• Go with the attitude that your objective is not to sell something TODAY
• Be honest:  you are there to drop off information and confirm your information/contact
• Ask questions in an interested, non-threatening manner
• Observe (i.e. Trade Magazines) and/or gather material ( i.e. Annual Reports
• Share some of the information you've gathered  to create comradery
• Confirm point of contact -- where so many reps fail -- another gatekeeper is not who you're looking for -- ask very specific who makes the "decision" for your product/service is helpfu

4)  Have a MARKETING kit with you

• A flyer is not a marketing kit
• No need to have a letter
• Information on your company

5) Give kit, saying you want to drop it off in advance to follow up with whomever is in charge of what you're looking for, asking for confirmation whether it is the person you sourced -- specifically ask for a business card, if not, their full name, title, telephone and e-mail

6) E-Mail contact that you're following up the package that you left off because you appreciate how busy they are and respect their time, what you want to share (remember 1?  share those stories or how you helped them)... then say  you will follow up by telephone at a certain time to arrange a meeting.  If you haven't been able to access e-mail, resort to snail mail ... except hand write the envelope (greater chance at it being opened) and mark it CONFIDENTIAL.

7) CALL them at that time (don't fail at this)
 

8) They may be EXPECTing your call or ready to refer you down the ladder.  This depends highly on how you've done so far.  Sometimes there is someone else that does make that decision.  If they have a subordinate, you want them to refer you down the ladder.

9)  If they are REFERRing you down, confirm that they will be passing your package over to that person.  Also ask when would be best to follow up, if you can push your luck ... have them tell that person you will be calling at a specific date or time.  They may offer to have them call you back (best).
 

10) They may AGREE to meet with you at that point or ask you what your value proposition is over the phone.  The higher up you are, the more direct they are because they despise people who waste their time or can't help them.  Remember 1 again?  You can clearly articulate  your value proposition (solve their business need, fix a problem, give them insight,  etc.)
 

11) The  person who has been "topped down" will  meet with you because their boss handed your package to them, told them you would be calling or have them calling you (best).  This all points to a direct request from the boss.
 

12)  If you get their voicemail:  State who you are (you don't have to say company), that you are following up after leaving information with *insert name* to pass on and that as promised you are calling  to schedule a brief 20-30 minute meeting (if you ask for more, you're nixing your chances) to share ideas that will improve (what benefits have you come up with?).  If you have to call two or three times, don't worry.  Keep reinforcing that you are following up, what your benefits are, and also express empathy for how busy they are after the 2nd or 3rd call.  I spend more time on this on my other Blogpost:  "How many times do you call?"
 

13)  Up until this point, you really haven't even attempted to sell anything.  You're objective in cold calling:

•  Pre-qualify (have a general idea they will benefit from your "pitch")
•  Confirm who the decision maker is (not another gatekeeper)
•  Create enough interest that they will agree to meet with you

There are several steps in cold calling.   There are numerous hypothetical situations that haven't been addressed.  The point is, statistically most sales people give up after one drop in or telephone call, maximum three at most.  That is why only 20 percent of all sales people are successful.  The other 80 percent won't bother to even follow up, want a magical formula to guarantee results or may just be too lazy. 

I will share my biggest secret for free:  The attitude is about having FUN!   Imagine you're a bumbling inspector or searching for the key for endless wealth.   Your finesse will come from practicing, failing, trying a new approach, failing, trying something else, failing ..... THEN  noting what has worked and why.

If you want to give up after 3) you may want to reconsider your occupation .... because treasures can only be found after DIGging!

Failure to follow up equals failure

EVERYONE's perspective on how they personalize follow up is valuable because every sales situation is different, yet if you try a consistent, methodical approach to follow up you will increase your success rate.

For example, to put my money where my mouth is, I've started a new business development position in a completely new industry to me, with another one of Canada's largest organizations.  This large organization is retail-based and has not introduced direct business development into their culture until recently hiring a business development team of veterans for each city. 

They tell me that they consciously hired people of a "certain vintage" purposely:  no babysitting required, they outline the metrics required and let experienced pros do their magic.   Four weeks in,  I've came out of the gate quick, so quick the executive VP sent me a personal note just Friday.  By my 2nd week I signed up the most that week with 13 new customers, the next closest was 6 in Ontario (a much larger market by Canadian standards).   Then I followed up week three with 9 and by week three this program had increased sales by 40 percent.

How did I do this?  Personal cold calling is the name of the game.  There is very few pre-existing customers so I had to start with a  methodical, consistent approach:

1. Cold Call (in person) leaving a package (warm, friendly, nonassuming)
2. Confirm who the decision maker is and express there will be follow up to meet at a convenient time
3. Follow up by telephone -- stating  I am following up the package and would like to sit down with them to review how others have incorporated this service and saved themselves time and money.
4. Follow up by e-mail -- expanding upon how others benefitted i.e. specific time and cost saving examples along with value adds that were discovered after the original intent was time/money
5. Schedule appointment
6. At appointment:   Ask questions; listen to answers, define needs; reinforce the reasons others signed on and their positive experiences
7. Close by getting them to agree or sign up for the service or purchase product
8. Follow up by electronic means to ensure they have my contact information along with the rest of the team they will be working with -- it's an electronic age and most people will respond in this manner
9. Have the associate(s) who implement and execute the service telephones to introduce themselves (provide them with a script if you think they're uncomfortable) 
10. Have the associates follow up with you that they've made contact and notes from comments (sometimes customers or prospects are more comfortable communicating with non-sales types)
11. Follow up AGAIN to touch base to see how they liked the first order/process
12. Learn from those that have become customers as to why they like the product or service to use as amunition with others

Hmmmmm that's definitely 10 touches just to get going.  Sometimes  I get to 3 with no return call -- the time when most sales people quit.  That is why I try 4.  After that, I will file  it for a month or so, never assuming that they don't want to talk to me ... just that I haven't struck a cord with their needs, their too busy, already  know who to call when the need arises or I will assume I will give up.  Yet I will continue to touch base periodically (diarize for 6 weeks or so) about new developments until they tell me o stop. If I'm doing that properly those communication follow ups will be relevant and of interest.

 While my immediate success rate has been rapid, there are steadfast tips you can learn from:

1. One of the most important elements is planning.  I plan my day as the other one ends.  I decide where I am going to call.  It also allows me to do e-mail or telephone follow up by creating a list of things to do.  That can mean, my next day will work around an appointment.  It allows me to get a decent sleep without thoughts of what I must do or forgot to do that night.  It also starts my day in high gear.
2. Sometimes gender and/or age may translate into being more relaxed.  That is irrelevant if you appear to be confident, conversational, not pushy, or follow their cues to get to the heart of why you're there
3. Take the time to present a professional polish (you better believe how you look conveys more than what you are selling)
4. Only use mints, NEVER gum:  one of my pet peeves with sales people - if you don't chew like a cow, you probably communicate arrogance (that is my personal opinion)
5. Always assume that you are intruding or interrupting,  beg for forgiveness, hand card first, introduce self, explain package then ask for who/best time to follow up
6. You may be amazed by how many business owners/decisions makers will sit down with at that precise moment or schedule an appointment on the spot
7. If they agree to talk, take the time to explain what you are offering, how others have benefit, interject questions, listening/watching body language for feedback to continue
8. If you see they are starting to zone out, ask a "following me" question or offer to come back another time
9. Don't be afraid to suggest saving  time by committing then/there
10. If they hedge, or are not expressing objections, asking questions, ask when you can come back to see them after they have had a chance to review
11. A non-aggressive, tactful approach oftentimes causes them to sign then.
12. Back to 9 above
13. Follow up with electronic means to contact
14. Follow up on how they like the service/product
15. Don't be surprised when they start calling with questions that turn into additional opportunities or referrals
16. ASSESS your results.  You can zero in on a market or niche based on where your success is coming from.  Is it seasonal?  Is it because its budgeting time?  Is it because they have budget to spend?  Is there a specific industry/prospect profile that closes more readily?  Is there a better time of day to call that is less intrusive?
17. Remember:  ALWAYS show up or call when you say you will
18. Send a personalized thank you note/card/postcard (NOT an e-mail) after an important meeting, when a customer buys your service or product OR after a referral ... this is so important, yet a forgotten art

The standards on activity for many organizations are not always defined, yet it is for us.  To cold call less than 10 a day is unacceptable.  We're launching a new program so it isn't like we have a lot of account management excuses to fall back on.  The high benchmark is 20 calls a day.  All calls tracked MUST be in person.  No telephone calls, e-mails are included.  Initially, I thought that sounded excessive but the organization wouldn't be who it is without doing its homework first.  I have discovered that it keeps me better focussed and I maximize my "in front of customer" time.

Typically results have been determined by activity and results.  Now, my experienced boss who was hired because of his direct industry experience, who also set the activity metrics,  further defines results by saying  that they'd rather have 10 cold calls a day with more sign ups than 20 cold calls a day with no sign ups.

Yet again, if you make the minimum calls and get the sign ups that should be suffice right?  Well, not exactly because if they don't engage the service, sales won't increase.  You will only have met activity and maybe even sign ups.  I've just reinforced what we're always told in sales:  Follow Up!   Hah!  If you exceed activity metrics there is also a good chance that you're skipping follow up which translates into less closing.  To make matters more confusing, if you don't have effective follow up, the engagement may be lacking when you try to sell too fast, which equates to less revenue increase.

If you spend less time following up, your chances of failing to increase sales are greater.

LOVE what you DO: Apply sales basics to your Blog

If you've bothered to read "About Me" the required boasts about accomplishments is suppose to help establish credibility or prove to you that I am an authority on the subject of which I speak.

One element I always look for when I look at the gazillion of sales blogs or websites is testimonials or background on the blogger.  Basically, asking the question:  "what does this person have that I can learn from?"  Granted, there are those like Anthony Robbins who we really don't question that any longer because his claim to fame is selling himself.  Likewise, there are very successful real estate tycoons, but none measure up to Donald Trump, who really excels at selling himself.  Yet, it never ceases to amaze me that so many master Bloggers don't back up their authority on the subject by quantifying their results.   That is where my point to this Blog starts.  I am open to examination.  Why?  Simply because I have proven success yet am constantly stretching my learning and qualifications.   If I don't expose my ideas and look for challenges to those ideals, then I have failed myself.  I have stopped learning from others.

There are several critical elements to sales success.  So here I am to apply some of those critical elements to my Blog.  First of all, I had to establish an objective.  Okay, fair enough.  My first Blog did exactly that, even if I've narrowed it further to keep me on track.  It really started out with genuine positive feedback from comments on sales philosphy on Linked In.  Thus, the objective emerged:  share ideas, tips and advice.

Next, define goals.  After taking and exceling at the Google Analytics Basic "Search Engine Optimization" (SEO) and "Search Engine Marketing" (SEM) right around the time I started the Blog, I  realized that I wouldn't be able to be an authority on sales, without understanding all the key elements impacting sales today.  The most relevant is Social Media.  It is changing traditional sales methodology at lightning speed.  To assume that all the same techniques that I applied a year ago, five years ago or more, are applicable today without incorporating Social Media into the equation is naive on my part.  Therefore, I realized that the GOAL I needed to set was to learn:  "how social media impacts sales by using my own Blog as a conduit to gain that insight". 

Thirdly, research competitors or learn from the experts.   If you are with an organization or product/service just starting out just like I am with my Blog it can be quite intimidating to tackle those giants already established before you.  However, I took the time to look at them, research a bit and learn from those already successful (one of my guiding principles).  I've used this tactic so many times.   In my case, I interpreted that many blogs promote sales techniques yet underline you should hire them or buy something, usually a book or course.   If you look objectively and absorb the most successful traits that you can relate to, you can immulate them into your phychic outlook to turn that goliath obstacle into an advantage. 

Next differentiation.  Many giants are so caught up by their size or their own "press" that they fail at self-examination.  A starter has the advantage after they microscope their competitors and analyse them they can uncover a nugget from where they might find an area where they differentiate themselves.  Differentiation  gets easier after you go through the steps of setting objective, goals, followed by research.   I applied the links among objective, goals and research to decide to " share what I know without an ulterior motive (i.e. seek speaking engagements, sell a course or book)".   There was my differentiation that I believed would set me apart from many sales bloggers.

Finally, and not the least important - measurement.  You cannot tell how you're doing without some sort of measurement stick. In real sales situations, you are measured by increased sales, new customers, improved profitability, expanded sales base, etc.  In the world of social media it is how many Twitter followers you have, even better, quality is measured by reTweets. With blogging, it is by followers, yes, but more when  you can check stats to see if you have traction by views or click through rates.  Don't forget to click not to count your own page views!  I like to monitor whether I am providing value -  I interpret from comments, feedback or sharing.  I post my results so others can watch my progress and because I KNOW there will be progress, I am not afraid to share.  Next, after I have established myself for a year, I will measure how I stack up against other sales Bloggers. 

Geez, I almost forgot the most important of all.  Not only does it take what I learn from the blogging pros by having a catchy title, it also communicates what I also learn from the icons of business -- LOVE WHAT YOU DO!

"The Apprentice" Class(less)room

Image by OPEN Sports via Flickr

Do you ever wonder why you're not politically savvy or want to learn how NOT to behave under pressure?  If so, then I recommend you watch this Seasons "The Apprentice" (switched from Sundays to Thursday nights) featuring Donald Trump.

There is tons to learn by watching how participants fail to plan, lack of goal setting, poor deligation, mediocre support of others, shortage on execution and (my favorite) sensitivity to criticism -- all attributes we need to work on personally or professionally, regardless of whether you are a recognized leader.


After watching the celebrities on the Celebrity Apprentice version, I conclude that they're somewhat more sophisticated in presenting a more positive image and try to promote themselves in a positive light ... yet eventually the gloves go on and their weaknesses are magnified (inset Dennis Rodman with Donald Trump).

With this season, they didn't wait. The cattiness of both the men's and ladies' teams came out right away. In fact, the girls didn't even wait until they'd found out whether they won before they started to turn on each other.   In fact, I can see why many of them are out of work.  Their attitudes, lack of support towards their project managers and team playing is obvious on the most outspoken participants.


I like to see whether I agree with The Donald's decision. I was getting him when he gave the first one to Peirs based on results, then he contradicted that by giving it to Joan Rivers instead of Annie Duke in the 2nd one. I agreed with Brett Michaels who was THE best winner so far because he got results, was a team player and didn't create animosity to win (unlike the previous winners).


I haven't been as enamoured of Lord Sugar's decisions that have been more based on how much support the project manager or fired person is getting from his/her team. People instinctively (especially women) recognize who is a threat. The Donald has been letting those clouded politics influence his decision. If he'd done that on the Celebrity Apprentice, Annie Duke and Piers would have been eliminated early on.


If I were a candidate on this season, it is more like watching Big Brother -- where who your alliances are more important than how you finish the task. In business, a strong leader gets buy in from everyone. Unlike real life business, on The Apprentice you are stuck with your team.  The Donald himself is able to build his own team that will compliment his strengths and minimize weaknesses (which he perhaps does not think he has any, which is a weakness in itself).   Best shown by being flanked by two of his children, Ivanka and Donald Jr.


I find Ivanka Trump to be very astute and I agree with her comments and observations. I like to think I relate to her the most. The ability to be direct and honest, yet focus on people's conduct rather than them personally is an art she sets herself apart from candidates and even her father.  On the other hand, Donald Jr. is somewhat wishy washy, or a prime example how the right support and coaching can increase one's strength or potential.


The best part of this season, of which I am envious of,  is each winning Project Manager gets to sit down with successful business leaders for an informal coaching session -- I would love to be a fly on the wall!  Somehow though, from what I've observed so far, it may be wasted because the greatest weakness by most candidates, winners or losers, is poor team play, engaging, respecting and listening to others.