It's Not the Golf Course Anymore

"Years ago, a successful sales rep knew how to optimize their time by 'reading' their prospects," says Maria Pergolino in a recent post at the Modern B2B Marketing blog. "A day would be spent golfing with a good bet." But everything changed when prospects began researching their options online, thus "preventing the sales rep from deciphering the buyer's intention from their physical actions," she writes.

To compensate, a new assessment process has recently emerged: social selling. "Social selling is the use of Web 2.0 technologies merged with traditional sales strategies" to accomplish what that game of golf did in the past, Pergolino explains.

So how does this new process work? Pergolino defines "true social selling" by clearing up some common misconceptions about it:

Misconception: "Marketing tells sales when they need to work with a prospect."

True Social Selling: "Marketing passes leads to sales, and, if needed, sales passes leads that need nurturing back to marketing."

Misconception: Sales and marketing must learn to use new email or other tools that require training.

True SS: Sales can use Outlook to reach prospects, and data is sent back with enhanced information about opens and click-throughs for marketing.

Misconception: Staff must go to multiple websites to get prospect contact info.

True SS: Staff can access sites such as "Jigsaw, Demandbase and LinkedIn directly through the tools they are already using."

Conclusion: Save golf for the weekends. By using the latest Web 2.0 tools, marketing and sales can take the prospect-to-client nurturing process to a whole new level.

If you have any questions about how to use these sites to help you build your business, please give me a call at 440-519-1500 or e-mail me at john@x2media.us

X2 Media can help you target your content and get your message to the audience in a way that it is not only seen and heard, but remembered.

Until next month….remember, “you don’t get a 2nd chance to make a 1st impression”. Always make it a good one! From X2Media I would like to thank you for your time.

John E. Hornyak

X2Media, LLC