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In the original Web marketplace we created websites and other online content to emulate our "brick and mortar" world. The Web 2.0 marketplace is defined by interaction and engagement. It is sometimes referred to as the "humanized web." Web 2.0 brings online content to life through the interactivity of forums, blogs, and social media networks.
If you are a sales professional, you know that buyers are in control right now. This is a buyer's market that I believe will permanently shape the buying behavior of people and organizations long after we return to prosperity, which may include the duration of your career. I used the word prosperity because one thing I'm sure of is we will never return to the good old days, but instead witness an introduction of the good new days.
How will this marketplace shift affect the profession of selling? Selling is a reflection of marketing, and when the quality of marketing is altered, it only stands to reason the nature of selling will follow. While selling is inherently interactive by its nature, it will subtly change in response to a more intimate and personal marketing environment. Let's take a look at how you can prepare for it.
A Human Experience
The word selling may not even be relevant today. Partnering comes closer to describing how deals are now done, but even that falls short. The process of bidding, proposing, and selling is becoming a more human experience. The name of the game is differentiating your offer, and you are the only one who can do that. When I'm working with clients on their sales process we always seek to design a system that repeats what works best for their company, while allowing for the unique qualities of the sales professional to make it better.
Who you are is a valuable quality in this more intimate selling environment. This is a basic premise with all of my work, and why I named my company True Nature Inc® over ten years ago when my only service was meditation instruction. Meditation teaches you to respect your unique qualities - your true nature. Your job is to put those qualities on the line where they can help others, and that is exactly what social media allows you to do. Buyers will always seek the best deal, but with all things usually being equal, they will choose the seller that makes a personal differentiation. You don't necessarily have to use social media to accomplish this, yet it is clearly having an influence in this way.
Give Greater Value
As long as you are making the effort to engage with your customers, why not provide them with greater value. If you are having difficulties getting appointments or having your phone calls answered in this tough economy, then your prospects and customers don't perceive you as a valued resource. You can change that - and you should if you intend to keep your job. One solution for doing that is helping your customer to keep theirs.
These days information is readily available to all of us on the Web. How valuable would you be to customers if you were a reliable source of valuable information for making them the source within their organization? By repurposing information from the Web and other sources, you have the opportunity to comment on how your company is favorably positioned with respect to it. Whether your clients are commercial or residential, they all have universal needs that include safety, health, community and more. In most cases you are already doing the work to stay up-to-date in one or several of these areas. My suggestion is to build expertise in an area that is an extension of what your company's product or service does for your customer, such as keeping their property green and healthy. You could get started right here at Lawn and Landscape.com. Just remember to give credit to the creator of that content.
Redefine How You Serve
Is there work you do that you don't get paid for but you do anyway, such as checking on projects? Consider using the inexpensive and pocket-sized Flip Mino® camcorder to document what you observe in a 30 - 60 second video clip, complete with your expert analysis of the property, and post it online for your client. Did you know you can post videos to YouTube®, Vimeo®, and other sites and have them viewable only by a select group such as your customers? The time it takes to do this is less than writing a report, and it is a lot more interesting for your customer.
Use social media to serve your customers better. I guarantee you will discover it will change your perspective about your business at a time when you need an edge. People are inherently curious. Take advantage of that. Engage with them on a human level. They will become your friends, your fans, and with a little bit of luck, your customers too.
