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Shane Gibson's Podcast - Social Selling - B2B Sales and Influence

Shane Gibson Keynote Speaker | Social Selling | Sales Trainer | Social Media Strategy

Posts Categorized / Internet Marketing and SEO

  • Feb 12 / 2009
  • 17
Internet Marketing and SEO, iPhone Podcasts, Leadership, Marketing and PR, Sales Articles, sales assessment tools and indicators, Sales Blog, Sales Management Blog, Sales Training, Selling In Turbulent Times

What’s Your Social Media Profile?

Are you a Thought Leader? An Engaged Participant? Why not find out? This is my “beta” quiz on Social Media Profiles.  Fill it out to find out your profile. After you complete it would great if you could share your results by posting them in the comment box below. Please comment and let me know how it could be improved or expanded. Have fun!

[quiz=1]

Thank-you to Split Mango (Ubertor and WordPress Specialists) for editing the CSS and PHP for this quiz to make it legible and functioning!

  • Feb 08 / 2009
  • 2
Internet Marketing and SEO, Marketing and PR, Sales Articles, Sales Blog, Sales Management Blog, Sales Training, Selling In Turbulent Times

Selling Web Solutions and Technology

Why Do People Buy Technology?

People and companies do not generally seek out technology; they seek out solutions to their pains or positive emotional states. Technology for the sake of technology is not a great marketing strategy. When our clients purchase from us, they are really buying outcomes, feelings, results, and solutions.

Too often those involved in the high-tech sector bury their prospects in endless streams of jargon, highly technical diagrams, and gratuitous numbers of acronyms. These terms and over-complicated descriptions often confuse the client, clouding the core benefits and failing to answer the basic questions: “What’s in it for me?” and “What’s unique about this solution?”

Some of the most effective sales professionals who sell these types of solutions are good at taking complex solutions and communicating their benefits in very powerful but non-technical terms.
The following example is a technically filled pitch for web development and marketing that contains a lot of unnecessary jargon:

Example #1: Technical Jargon

I would suggest that when we build your site that we use an open source CMS that has a WYSIWYJG editor built in. Drupal would suffice, in fact it is also very SEO friendly and can be formatted to have an RSS feed for each page. This will be important when we’re trying build you back links, as back links are an important part of the Google page rank algorithm.

This description really misses any opportunity to talk about value. It simply rattles off multiple technical terms. In this example, the salesperson most likely thinks they sound like an authority when what they are really doing is potentially excluding the prospect in the process.

The following example is a benefit-oriented pitch for web development and marketing:

Example #2: Benefit-Oriented

You said that you would be frequently updating your website and that you wanted to save as much money on doing the updates as possible by reducing the need for a web developer in the future. My suggestion is that we us a CMS called Drupal with a WYSIWYG editor.  The site will be constructed in a way that search engines like Google will give it a higher ranking on search results than some of your competitor’s sites. This will of course result in more traffic and business for you.

Drupal is free software that requires no on-going fees to be paid. A CMS is a Content Management System which basically allows you to make changes to the look and feel of your website, and even where information appears on your site without having to do a lot of expensive redesign.  A WYSIWG editor stands for “What You See Is What You Get” and what it allows you to do, without any additional software or understanding of programming, is to log into your site and access a page that looks much like a Microsoft Word document. From there you can create new pages and edit existing ones without the assistance of a technical guru.

This example takes and expands the technical terms, educating the client in an inclusive manner, and focusing on the core outcomes, results, and benefits of using the technology.  The bottom-line is when we talk over people’s heads, use jargon and lack empathy we don’t get the deal.  Keep it simple, include the client in the process, and position yourself as a resource and a coach.

  • Jan 29 / 2009
  • 3
* Sales Podcast, Internet Marketing and SEO, iPhone Podcasts, Marketing and PR

Using Internet Marketing for Sales and Recruiting with 49above.com

Internet marketing and social media to drive sales and recruitment

Today’s podcast is an interview with Sarah Villeneuve Bundy Co-Founder of 49 Above Marketing a multilingual full service internet marketing firm with clients in Canada, USA and numerous other countries. Sarah was on the show today to share with us how to put together a comprehensive sales and recruiting strategy.  Some of the tools we discussed were Twitter, SEO (Search Engine Optimization) PPC ( pay-per-click campaigns ), blogging, and the power of “Long-Tail” keywords in attracting the right prospects.

  • Jan 27 / 2009
  • 16
Internet Marketing and SEO, Marketing and PR, Sales Articles, Sales Blog

Social Media Phobia Why Executives Aren’t Onboard.

I asked the question today on Twitter today:

What do you think about Social Media Phobia? What are executives and business owners afraid of? I had some great responses from people online via Twitter.

Gus
GusF @shanegibson I think the big fear is that they have to interact. Also once they say something it’s out there, no turning back.
Eagranie Yuh
eagranieyuh @shanegibson It’s a paradigm shift – you can’t control the message anymore. Throw in new technology and people get scared.
Kye_Grace
KyeGrace @shanegibson I think many think Social Media is the Wild West & in many ways it is…some choose to ride their horse through town some don’t
Renbor
Renbor @shanegibson I’d guess it is the visibility they don’t like.
Maury Lum
maurylum @shanegibson I think part of phobia is fear that if things “too” personal, will not be professional. Can they co-exist or help 1-another?
Ian Watt
IanWatt @shanegibson I need some office support
Igor Faletski
igorskee @shanegibson wasting money :)))
davemacdonald
davemacdonald @shanegibson They are still upholding the illusion that the company owns the brand and that less transparency ensures more control.
Simon Rai
Raize604 @shanegibson “social media” is simply a way to socialize online…some people are just more grounded in real life than online life
Jason Brown
Financial_Plan @shanegibson I think the phobia of social media comes from maintaining a single corporate image, and compliance dep.; bottom-line impersonal
Michael Allison
michaelallison @shanegibson Partly, it’s not understanding the value. If they’ve been successful without it all these years, why start now?
raincoaster
raincoaster @shanegibson Simple: they are afraid of You and Me and everyone else. That’s why they have receptionists. To keep the curtain closed.
Mark aka OLM™
OtotheLtotheM @shanegibson This is just a matter of adjusting old mindsets to new ideas; easier said than done.
Mark aka OLM™
OtotheLtotheM @shanegibson Phobia comes from the unknown; Unsure how to implement, think it will take too much $/time, no direct way of measuring impact
Yam D
tyamdm @shanegibson I was talking about that with @jesus_hoyos last week and for example in LatAm privacy and safety are a big Issue.

To a large degree the consensus is people are afraid of technology and/or they are afraid to lose control of their brand.  Regardless of whether or not we like it, what people are saying about our brand line, is now our brand.  Getting invovled in social media and learning a few simple tools (Twitter is easier than Hotmail to use) is a lot less painful than not being part of the conversation and/or watching our competitors mop up mind share and wallet share using social media.

I would be very interested in your thoughts on why people aren’t willing to dive in sooner than later?

  • Dec 23 / 2008
  • 36
Internet Marketing and SEO, Marketing and PR, Sales Articles, Sales Blog, Sales Management Blog, Sales Training, Shane Gibson Bio

Top 10 Twitter Tips and Sales and Business Gurus

Twitter is a micro-blogging and communications tool that allows you to “follow” and be “followed” by others.  It asks the simple question “What are you doing?” In 140 characters you can answer this simple question.  Twitter is used for keeping up to date on your personal network, research, and even organizing impromptu events called #tweetup’s.  Recently twitter passed it’s 1 billionth tweet or 140 character message.  CNN, Barack Obama, Inc magazine, the Vancouver Board of Trade, and thought leaders like Guy Kawasaki all use twitter to connect, share, and profit.

I have been on Twitter for a year but actually didn’t start experimenting with it’s reach and impact until September 2008.  Twitter is populated with every kind of thought leader imaginable, it’s also full of a lot of chatter, but most just learn to glaze over that and pick out the good stuff.

I follow on Twitter everyone from Richard Branson to a Buddhist monk and everyone in between.  For the sake of my readers and in the interest of brevity I’m focusing today’s blog entry on my PERSONAL Top 10 Sales and Business Gurus to follow on Twitter and 10 Tips fro Sales Professionals on Using Twitter.

Lets start with who to follow (in no particular order):

Jerimiah Owyang – Forrester Research
Twitter.com/jowyang
Why? – He’s an incredible source of advice on great and not so great social networking behavior, tools, and strategies.

SalesBlogCast
Twitter.com/salesblogcast
Why? – One of the few http://sales.alltop.com guys on twitter they really contribute and carry a good conversation about sales.

Skip Anderson
Twitter.com/skipanderson
Why? – Great updates and information on B to C selling. Skip gets it!

Dave Saunders
Twitter.com/davesaunders
Why? – Easy to use strategies on attracting clients using social media

Jim  Connolly
Twitter.com/Jimconnolly
Why? – He does a lot of good blogging and Twittering about how to use social media and networking to enhance client relationships and networks

Nancy Sutherland
Twitter.com/nancymk
Why? – She updates a lot on what is happening and what is being written about sales and personal development in general.  She’s always uncovering gems on the web.

Peggy McKee
Twitter.com/salesrecruiter
Why? – If you’re looking for sales jobs or a recruiter for medical sales Peggy seems to have a steady stream of opportunities she Tweets about. Also she’s a good source of information and events in the sales vertical.

Steve Jagger
Twitter.com/sjagger
Why? – Steve is a sales professional and successful entrepreneur that got me on twitter and he’s a wealth of knowledge in both sales and social media

Danny Brown
Twitter.com/PressReleasePR
Why? – Danny is great at what he does, using social media to drive grass roots PR for his clients. Watch and learn.

Ian Watt
Twitter.com/Ianwatt
Why? – Ian doesn’t give a lot of advice regarding sales and marketing on Twitter but he’s a great example of a sales person that uses it effectively to drive business.

10 Tips for Sales Professionals on Twitter:

#1) Start by customizing and completing your profile.  It is your digital business card.  People are less likely to follow or communicate with people who use alias’ or who don’t answer the basic questions “What do you do?” and “What do you believe in?”

#2) Just like in offline networking, we need to have the same positive networking ethos and ask the question “How can I help?” when we make a new connection online

#3) Twitter is not a tool for mass marketing, spam, or generic corporate jargon and ad slogans.  You must write like you’re talking to a bunch of friends.  Add value by sharing great ideas, linking to valuable blog posts, and positively encouraging those that you are following or that are following you.

#4) Mix it up.  Your comments should be both person and professional letting people see what you have to offer professionally but also giving them and opportunity to get to really know you personally.  If it’s all business you will likely begin to lose followers or connections quickly.

#5) Bring it offline.  Once you have made the online connection plan a #tweetup or invite them to a Meetup or VIP function.  We get permission to begin the relationship online and the in person meeting helps us take it to the next level. ( You can do this via long distance using Webinars or Ustream as well )

#6) Always say thank-you and give credit where credit is due.

#7) Realize that anything you post can literally be shared in seconds with thousands of people.  Think before you tweet!

#8) Think long term about building a network, and becoming a trusted source of information on your industry, resist tweets about today’s “blue light special” this appeals to very few people.

#9) Encourage people to connect with you via Linkedin and FaceBook, this enables you to expand the context of your relationship and learn more about who is a qualified business prospect.

#10) Social media and networking is about positive conversations, your Twitter Stream should be reflect that through replies to comments and getting involved in dialogue outside of your industry or what you sell.

Remember “Sales is about creating an environment where an act of faith can take place.” This tool isn’t transactional, it’s a trust and brand building tool to help you create that positive environment.

Follow Shane Gibson in Twitter: http://www.twitter.com/shanegibson

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