The Invisible Marketing Blog » networking

The Sandler Rules: 49 Timeless Selling Principles and How to Apply Them

Christie Turner — Mon, 01 Feb 2010 16:38:14 +0000

It’s book review time again. Perhaps you’ve heard that sales people have a rant about marketing people (and others) who don’t understand what sales people do. Today’s book is a nice little vaccine against Complete Sales Ignorance.

The Elevator Summary: Most books about selling are of little use in understanding the psychological world of selling. Sandler is the real deal.

Standout Moments: All of them.

Not so much: Can you learn how to sell from a book? No.

Who should read it: Anyone in sales. Anyone in marketing. Anyone who manages the performance of sales or marketing.

Bottom Line: One of the best, most practical books about buyer behavior at the moment of truth. And a tough, practical book about sales and negotiating. Read this book.

More about the book: The Sandler Rules: 49 Timeless Selling Principles and How to Apply Them

Social media = a hybrid venue for B2B marketing.

Christie Turner — Wed, 17 Jun 2009 01:38:31 +0000

Social media is a hybrid venue for B2B marketing. A little bit sales, a little bit brand positioning. A little bit news distribution, a little bit 1-1 conversation.

Outcomes of certain social media tactics can be measured. But the big difference between social media exposure and traditional brand advertising is the opportunity to build 1/1 relationships around shared interests. This is the power of social media. It’s also where all the cost is located, because I can’t automate human relationships and 1-1 interactions; I’ve got to staff for them.

Casual online influences can become powerful in aggregate, when they act virally. But not every story gets to go viral. Especially in B2B.

Can I use it for direct lead generation in B2B? Maybe.

Is that all that social media is good for? No.

I’d compare it to the offline networking most professionals do to build relationships.

Showing up at a networking meeting may not lead to this quarter’s revenue. It’s part of a portfolio of things we do to meet people, help people, establish credibility, build trust, find help… and do business.

An element of serendipity comes with networking. Someone I never planned to meet may help me in ways I could never anticipate. I create space for this kind of serendipity if I (1) have an overall objective and networking plan, (2) generally work my plan, and (3) keep showing up.

So, yes, social media plays into awareness strategies. I say it dovetails nicely with awareness that leads to B2B prospecting opportunities, especially with an integrated offline strategy. And forget the idea that social media is a cheap marketing tactic. The tools are cheap for now, but it’s a time-consuming, people-powered medium, and time is money.

Social Media Networking = just like networking. Mediated by technology, that’s all.

Christie Turner — Thu, 30 Apr 2009 15:59:01 +0000

In recent weeks I’ve heard from a range of clients and colleagues (and family and friends),

“What should I do to get value from social media?”

“I don’t get this Twitter thing.”

“I have some connections on LinkedIn but don’t do much with it.”

Etc.

Think of it this way.

How do you meet people today? Introductions from your existing network = important.

Have you ever wished for a big database showing everyone you know, and everyone they know? LinkedIn, Twitter, and increasingly Facebook (and others) are becoming that database.

Instead of calling someone and saying, “Hey, do you know anyone at [Company]?” you can now email, call, or message them on LinkedIn and say, “Hey, can you introduce me to This Person at [Company]?” Because you can already know who they know.

You can also find people on LinkedIn (and elsewhere) who are in no other public database. Believe me, I’ve looked.

Do I have to give before I’m going to get anything back? Like any other networking forum: GIGO. Do I still have to pick up the phone? Absolutely. Do I still need “facemail”, also known as “talking with human beings face to face”? You bet. Are social media forums an opportunity to build trust within communities of interest, discover and enter conversation with new networks of professionals, and meet people who would otherwise be difficult to access? Depending on your business and needs, yes.

Does this help put social media into some context for you? Love to hear your questions.