Frank Belzer, author of Sales Shift, discusses how the evolution of inbound marketing has had a significant impact on sales professionals.  The multitude of information available online has posed an interesting challenge for sales people in that consumers have access to more information on products and services, allowing them to make better-informed purchase decisions. In addition to accessibility to information, consumers now are able to look up sales people online using social networking profiles like LinkedIn and Facebook.

Watch as Frank Belzer discusses the ever-changing sale process and imparts his advice for outbound marketers in his Spotlight on IMS:

Key Takeaways

Inbound Marketing has Forced Sales People to Raise Their Game

The changes in inbound marketing and receiving leads through inbound marketing channels has posed an interested challenge for sales people and has literally forced sales professionals to step up their game.

By performing research on prospective clients and customers as well as their companies’ products and services, sales professionals can position themselves to be consultative and advisory, which is certainly a key element that many potential buyers are looking for.  Enhancing the relationship experience will be greatly beneficial in the long run.

Use Social Networks

Social networks have also added another interesting aspect of sales for both the salespeople and the customers. Now, rather than just hearing a person’s voice on the phone, both parties can look on another up on social networks to research them. Studies show that most customers are looking for sales people on social networks to gauge their level within the company, past work experiences and overall industry knowledge.

In order to amplify one’s presence on social network, capitalize on social media best practices. Simple things like ensuring that profiles are up to date and consistent across all channels. Logging in to profiles, engaging  with users, and actively participating on social networks are essential. Thanking others for sharing content and commenting on other users’ content will also increase and improve one’s social media presence.

Closing the Deal

When it comes time to close the deal, many sales people face several challenges. Asking the wrong people to close the deal, for example, is a challenge that could be avoided by doing the appropriate research on the potential customer. Ensuring that the prospect is in fact of decision-maker level within their company is certainly important when trying to close the deal.

Another shift that has been noted in the sales space is that the “ask” itself comes from the prospect, rather than them reacting to a pitch. A salesperson will know if he or she is doing a good job when the client asks “What do you need from me to get started?”

Provide Value Behind the Information

The customer experience is one of information overload. The amount of resources and information available is truly overwhelming for consumers. As a sales person, there is value is providing a new prospect with something that they cannot get digitally. Customers are looking for human interaction with an individual with whom they can relate. People are generally looking for someone who can provide advice and guidance, so offering assistance and recommendations will be helpful in decision making.

Early Adopters

Being an early adopter will help sales professionals find potential customers, but also help them understand their potential customers. Gaining a good understanding of your targeted audience is essential in being there to help guide them through the decision making process.

While many things in the sales industry have changed, the fundamentals have remained the same. In the past, sales people attended networking events, actively participated in the community, collected business cards, follow up with people, send thank you cards and generate referrals. Although things have changed due to new technologies and platforms, the most successful people are still doing these same things but have adapted to the new sales environment.

The Pulse Network is very excited about the Inbound Marketing Summit taking place this week in New York City. We hope to see you there. Still need to register? It only takes a minute to reserve your spot today.

Check out the rest of our Spotlight on IMS New York series, featuring some of the brightest minds from the IMS Community, as we roll them out over the next few weeks leading up to the show.

Want to continue this conversation? Feel free to Tweet to us @IMS_Conference, @ThePulse, or join in this conversations with Frank Belzer and the rest of the IMS Community using #IMS13.