Guest Blog | Miles Austin
As the dust settles from the challenging times of the last few years, several new realities have emerged in b-to-b sales and marketing: there are fewer sales people tasked with selling more; there is a mandate to do more with less; buyer expectations of quality and predictability have never been higher and, perhaps most important, social networks are not a passing fad, but rather a fundamental change in how buyers and sellers interact.
B-to-b sales executives need to structure their approach to this new landscape, using myriad tools available online. In a general sense, sales execs can breakdown the process into three categories:
Aggregate: Aggregation tools are those that gather information from multiple online sources and combine, or “aggregate,” them onto one screen. For example, web tools are available that combine your Outlook e-mail screen with relevant information, displaying a history of your contacts and their recent activity on the major social sites.
Automate: Web tools are now available that can replicate many of the ‘desk-time’ activities that your sales team now spends precious time working on. Rather than cold-calling to identify leads, there are several tools that will scour the Web automatically and deliver fresh contacts to your e-mail box every morning. E-mail companies can automatically generate and send information to your contacts at every stage of the sales process, ensuring that the desired follow-up is taking place. You can also deploy powerful sales dialers that will dramatically increase your daily sales contacts using the telephone. All of this activity can be tracked, measured and analyzed to continuously improve your sales results.
Collaborate: It is a rare sales win that can be completed without two or more people involved. It might be a vendor, a sales manager, someone from finance or even a technical engineer, but most sales efforts will be enhanced when you have multiple activities and talents that are all focused on the opportunities at hand.
Most of sales tools offer either free or low-cost trials. The time is now to embrace a new approach for your sales efforts. You are sure to reap the benefits in the months ahead.
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Miles Austin is president of Fill the Funnel, which helps sales execs implement Web tools to spur sales. He can be reached at maustin@fillthefunnel.com and you can read his blog at www.fillthefunnel.com.
Well-summarized. Great breakdown of the three types of tools.
Perfectly put. These days we all need to understand our target accounts and markets at a high level. We need to learn the language, the trends, the players, and the economic outlook. You also need to try to understand their competitive landscape and recent performance.
Ann, spot on! Your last point about understanding the competitive landscape is the topic of a future post over at Fill the Funnel. Would welcome hearing more of your thoughts.
Thanks Miles,
I have learned quite a bit being employed by Stratascope, our CEO has the whole Sales Enablement process built into our service. The business isses and solution alignment is the new way we must enable our sales and marketing teams in todays crazy world of sales.
Great Blog. So many tools, so little time. The challenge is convincing management that investing in sales will reap the desired benefits.
Gala, I feel your pain. Get me connected to your management team and I will show them the way to web tool bliss and increased sales revenue.
Well said Miles!
Sales people need all the help they can get to automate “non-selling” tasks. There are way too many tools for a sales person to sort through.
You’ve provided some structure to guide the process.
Miles,
You had my writer brain going with the A’s. Until I hit the “C.” : )
I like what you are saying here. On your aggregate category, this is an area I really need to focus on more. As someone who has a love-hate relationship with technology a technologically challenged person (big fan of social media, not so excited when it comes to learning how to actually USE the cool new tools), I can be a “late adopter.”I always find though that, once I get the hang of it, it saves me tons of time.
Your automate advice is huge and we are just beginning to reap the benefits. It just makes so much sense to set up systems that trigger different marketing and sales messages to people depending on where they are in the relationship stage and where they are on the path to purchase.
Your number three is a personal favorite of mine. It’s effective and besides, it’s just so much fun.
Thanks for sharing.
Judy, Too funny! I just couldn’t come up with a third “C”. Judging from your website I should have called you!
Nice article. Concise and summarized. As for#3, I find it very useful but not always practical. Many times, we solopreneurs are on our own. However, if you can collaborate, it endorses ones value proposition.
Another media not mentioned but is highly effective is print. It’s not the “in” thing, but I’ve seen reports where it a well crafted mail campaign can deliver better ROI than an e-mailed marketing program. With variable data, one can target more effectively, talk directly to the recipient, getting higher response. What’s never mentioned is the cost of the e-mail auto-app and consultant to drive the program.
Thanks for the insight David. I think you are on to something. About a week ago I wrote a post about a new web tool that asked the question – Is mail (print) the next email. Here is the link if you are interested: http://budurl.com/mhkh
Love to hear read your thoughts about this approach.
Thanks for responding David. I agree re print, and, as we get more digital, I have a hunch print will hold a new kind of (exotic) appeal for 21st-century buyers. Best, Matthew
Miles,
As we have learned, new world sales tools are nothing without old world selling skills. A well designed selling tool represents tremendous potential in the hands of a skilled user. When a sales force can aggregate, automate and collaborate, complete, targeted and customized sales communications there is a good chance of making the message stick. Like anything else, you get out of these great tools, only what you put in, and a smarter way does not necessarily mean a shortcut..in fact it is usually quite the opposite.
As always, great info here Miles, whenever we want to learn the latest and greatest on sales technology, we just visit fill the funnel.
Appreciate the support and kind words David. Too many times we download a new tool, dabble a bit and then abandon it.
Miles,
Well put in terms of categorizing tools into aggregating, automating, and collaborating. I would suggest too, that as selling has changed, so has buying – and we need better representations of who we are and what we offer in the form of targeted web pages, how our pricing and packages work, and any information that could help us become a ‘finalist” in our prospects eyes just to get them to contact us rather than eliminate the possibility of working with us. Often, as you know, this happens because people go online first – and there isn’t enough information about how we work or it appears out-dated or a poor fit. If we could just get prospects to connect to us and give an opportunity, then we apply good “old school” sales skills, listening, and the right solution to grow business.
If only…
I have actually taught a course twice now to buyers. They want to know how to use these same web tools that we use in the sales profession to identify, connect and engage with those that fit their expectations.
I think you are on to something Lori!
Miles… Thank you for organizing a complex issue we sales people face in the new media world.
I have “Automated” by replacing my pen with my Netbook where I put everything into digital format as quickly as possible where-ever I’m at.
I “Aggregate” all my contacts by requesting every new contact to friend me on Facebook because my Droid brings their info into my contact list for ease of lookup and re-connecting. I especially like the profile photo attached to each contact.
I “Collaborate” now through Facebook business pages with clients and vendors. I love telling new vendors that they only get my biz through a social network relationship. Of course, I can’t demand that of clients, but, hey that keeps sales people on their toes living in multiple generations.
You are correct about the fundamental changes the Internet has brought to commerce. It’s tough keeping up with the rate of innovation though. They say you will live longer with an active mind, so I guess we will all be going through new learning curves till past the age of 100.
You can keep letting us know about new tools for a LONG time. …Howard
Howard, you are one of the first I have heard from that is using Facebook in such a collaborative way. How do your vendors react to your social network requirement?
Great Article! Very useful too.Expecting more such articles from you, Miles.
Miles, Well said about the latest tools of technology that ‘aggregate’ and ‘automate’ sales procedures. I cut my teeth on technology. Always looking for the latest in innovations to help productivity. Having said that there is a factor that has not changed in the sales world and I doubt any technology will replace: the human interaction factor. What the tools accomplish is making that interaction one at a much higher level. That level can effectively be reached when proper tools, either online or offline, are used to ‘understand’ the prospects needs rather than trying to be ‘understood’ by the prospect. It is this last point I find missing in some sales processes…a fundamental component for finding a solution to the problem. Without it, all the razzle dazzle of technology skews the process away from its intended purpose. — Mike
Mike, your comment about tools that “are used to ‘understand’ the prospects needs rather than trying to be ‘understood’ by the prospect.” made me stop and consider this further.
Thanks for getting my mind spinning in the early morning before the holiday weekend! There will be more to come I am sure.
Miles, I like the three “buckets” you labeled for different types of web applications. It’s important to match your desired outcome with the right tool, meaning that before you use a new tool you should have a clear goal. What are you trying to accomplish by using this tool?
Once I am introduced to a new application, I find myself evaluating the apps “Cool versus Tool” balance. I look for proven tools that are going to save me resources (time, money) or make my experience better. I lean heavily toward “Tool” apps, not “Cool” apps.
Thanks for helping me find the truly “Tool” apps for my growing business.
Berry, Cool vs. Tool, I love it. It really sums up one of the challenges that I see folks struggle with. Possibly the best value I provide my clients is in the selection of specific tools to best meet their specific need.
I hope you will allow me to use the Cool vs. Tool phrase in the future.
Miles,
I have been following your “sales tools” series for over a year. When all is done, the sales rep that crosses the finish line with the best result wins! The more tools you have in your sales bag, the better the result. Thanks for keeping us up to date on our game!
Larry Gillett
Larry, I am glad to hear that you follow the blog. It is a fast-changing segment that I work in, so there is always something new to explore. I hope to continue to earn your interest in sales web tools and good luck in using them for your continued success.
Miles,
You have it right! Sales is Sales. Nothing on that end has changed. What has changed are the tools we use to make sales easier. The web tools that you suggest are a difference maker. People who do not use them and selling the old fashion way.
Great blog and ensuing discussion. The points regarding the value of a well stock “toolkit” almost go without saying in terms of being more productive. All too often it seems convincing some sales management of the value of these tools in adding to sales force productivity enters the picture. Ultimately, results will prevail and those willing to embrace additional tools (vs cool) will survive.
Part of the challenge also is striking a balance between culling through the myriad of tools available and selecting and using the ones you find valuable. Miles’s series can be very helpful in this regard so we have time left to sell.
Thanks for commenting Fred. Do you think it’s 80-20, in a sense, re getting buy-in from top management on use/budgeting for new tools available re inbound marketing and building relationships via social networks?
Best,
Matthew
Great Article Miles! This is really helpful especially for business people who are just starting out. The three categories are simple enough to apply. One category cannot do without the other. It’s great to have all the tools, but collaborating makes it even more exciting, it’s when all talents, creative juices and knowledge of all your associates inside your company- are combined and put into action that makes a project successful. http://bit.ly/ayeen