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The Hidden Sales Cycle Revisited | Aberdeen Group

The Hidden Sales Cycle Revisited | Aberdeen Group | The MarTech Digest | Scoop.it
From blogs.aberdeen.com - May 29, 2013 10:17 AM

Excerpted and condensed...


The fact is that there’s always been a hidden sales cycle to some degree. We sought advice from friends and family, we read magazines and reviews (OK, not technically hidden, since there were advertising platforms), and consulted with analysts, colleagues, and committees for large corporate purchases. Social media and search have accelerated, expanded, and democratized its impact however. It’s easier than ever to find multiple sources of information and expertise.

 

Aberdeen’s 2012 “B2B Social Media Marketing: Are we There Yet?“ report found that buyers communicating on social networks was the number one pressure driving adoption of social media marketing. Companies who thought they could manage the conversation by managing information may now find themselves at a loss.

 

However, unlike the old hidden sales cycle, the new hidden sales cycle can be discovered, monitored and engaged. This presents unique opportunities for brands to “be the disruption” or at least be part of the information flow.


Marteq's insight:

This goes hand in hand with the notion that the campaign may be dead, and that the prospect has control over the sales cycle. What to do? Be there with valuable content, capture info, and drip away.


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The Powerful Force of Social Sales [INFOGRAPHIC] - Contently

The Powerful Force of Social Sales [INFOGRAPHIC] - Contently | The MarTech Digest | Scoop.it
From contently.com - April 18, 2013 8:28 AM
Social media, an invaluable tool for branding, networking, and consumer consumer engagement, can also be a staple for your B2B sales arm.
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Shay Narsey's comment, August 22, 2013 5:50 AM
I really agree with ahmeds insight as it covers how social media creates a way to continue to talk to consumers outside of their store. Also the mention of the likes of linked in which allows business people to interact and see other peoples skill and compare of also look at recruiting of there which is a big advantage and a way to narrow down job opportunities
Terry De Felice's comment, August 22, 2013 6:41 AM
I agree with your insight Ahmed as social media is playing a huge part in society today. Social media platforms are making it easier for marketers and companies to communicate with their customers and for these customers to communicate back. All of this then links back into consumer engagement.
Matthew Randrup's comment, August 22, 2013 10:01 PM
I agree with ahmeds insight as it conveys the netowrking effect of consumer engagement. By getting consumers engaged in the company you are able to create a lasting memory of the brand within the consumer that helps create future sales.
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How Sales Reps Can Succeed in the Social Era - HBR Blog

How Sales Reps Can Succeed in the Social Era - HBR Blog | The MarTech Digest | Scoop.it
From blogs.hbr.org - April 11, 2013 6:51 AM
The best stay attuned to their customers' signals in the social graph.


Condensed...


1. Be findable and credible. There is an unstated expectation from buyers now that they should be able to find you on Google and social media. Creating a profile on LinkedIn or Facebook is only part of the equation. When buyers know a purchase is going to require working with a sales rep, they want to know that person is credible. The best social salespeople build out their online presence by sharing pertinent education and work experience information, connecting to their customers (who can provide references), and participating in relevant LinkedIn Groups.

2. Become the trusted advisor and teacher. Social media is an enormously powerful and effective tool for sales reps to demonstrate expertise and consequently build trust. Successful salespeople stay top of mind with their customers and prospects by regularly sharing helpful tips relating to the products they sell, relevant news, and personal updates that build emotional connection and convey positive character such as a philanthropic interest. The personal connection is equally important in B2B as B2C sales — so long as you are not just competing on price and there is risk in the purchase decision, prospects will always be inclined to buy from someone they feel they know, like, and trust.

3. Deliver highly personalized service at scale. Delivering personalized service is nothing new to a seasoned salesperson, but scaling this with social media technology is key to continuing to drive up sales productivity and effectiveness. Today's customers expect reps to do their homework and to reach out at the right time with the right message. Successful social salespeople don't annoy prospects before they are ready to hear from them. There simply aren't enough hours in the day to be high-touch with everyone all the time, so the smart salesperson strives to be low-touch until it's the right time to become high-touch.

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Sean Goldie's curator insight, October 9, 2013 9:46 AM

You must listen if you want to be a teach and a trusted advisor!
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