1988 has some great significance to me. As a raving Los Angeles Dodgers fan, I cringe knowing this was the last year they won the World Series. Kirk Gibson’s infamous homerun trot is a distant memory. More importantly, this was the year I entered the work force.


In my 27 years in the office equipment world, there have been numerous technology changes. From thermal paper faxing to plain paper faxing, old Savin liquid copiers, from analog to digital and lastly the birth of the internet, just to name a few. These technology changes have played an integral part in how the industry has evolved.

 

As much as technology continues to change, the sales process and tools we use has seen massive changes. In my opinion, LinkedIn and all the social platforms have impacted the sales profession like no other piece of technology or software.

 

In the 1990’s it was about Feature, Function and Benefit as part of the sales process

 


25 years later sales models look something like

 

 

A special shout-out to my friend Jack Kosakowski

 


Why has this happened - The Changing of the Buying Process
Over the past 10-12 years, we have seen a dramatic transformation in the buyer’s journey. More dramatic changes have occurred in recent years. Buyers are in control of when and how they access information during the sales process. According to Sales Benchmark index, “Today, buyers are 69% of the way through their journey before they contact a salesperson.”

 

If the executive buyer is 69% of the way through their journey before they contact a salesperson, then as sales professionals we must place and position ourselves in the world they are now living in. Adapting to social selling platforms such as LinkedIn allow sales professionals to gain the attention of the new buyer in a competitive market. Social selling is the method in which sales people identify prospects, nurture them, share relevant information and generate a sales pipeline. This pipeline I like to refer to as the relationship funnel. According to Forrester, “100% of B2B decision-makers are on social media for business purposes.”

 

With the buying world changing, sales people have to position themselves to be able to tell their story in a digital world.

 

Here are a few things to give thought to.... according to OgilvyOne from The Future of Selling, "The buying process is changing faster than sales organizations are responding"

 

According to Forbes, "78% of salespeople using social media outsell their peers" According to the 2012 Harvard Business Review, "90% of C-level executives never respond to cold calls or email blast."

 

Modern techniques need to be incorporated. The concept of developing warm calls through being social and engaging prospects with relevant information is a critical step in building net new business opportunities to help solve business problems.

 

This is why I firmly believe salespeople need to positively position themselves on the social platform. This is where their executive buyers are at now.

 

However, LinkedIn and all other social platforms is a tool not the “magic pill”. Sales departments must transform as well. Adopt and adapt is critical in creating a new mindset and skillset to maneuver through the ever-changing sales journey.

 

Integrate “social “into the sales process
First of all, we must not lose sight of what it means to practice. Where would professional athletes be today without their managers and coaches incorporating practices to perfect their skillsets?

 

Sales managers must foster a culture of practice as well. Sales reps must not lose sight of:

 

How to prospect and set appointments
How to overcome objections when speaking with executives
How to create differentiation with themselves
How to think like a business person
How to develop their business acumen
How to tell their story

 

Check out my Sales Managers Guide to LinkedIn

 

Effective use of LinkedIn before, during and after the sales process is critical in growing new business opportunities. Here are some simple ideas to help you stay focused

 

Before: build your relationship funnel, communicate and engage with your connections, start to become a resource to take from online to offline


During the Sales Process: connect with key stakeholders, decision makers and influencers; engage with industry resources to stay top of mind

 

After the Sales Process: go deep and wide within accounts to expand and nurture relationships, set the stage to cross-sell your services, grow your referral base

 

Lets all keep an open-mind and accept the fact selling today has changed. Adapt and adopt will be the key to future success within the sales community.

 

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Check out some of my other posts on LinkedIn Publisher and on SlideShare


I enjoy sharing my LinkedIn stories. LinkedIn was my “game-changer” in the highly competitive copier world. I transform and coach copier sales professionals to grow their net new business by helping them tell their story and communicate on LinkedIn. My commitment is to help independent office technology dealers thrive in a changing marketplace. You can follow me on LinkedIn, Twitter, www.dealermarketing.net/what-we-do/linkedin and www.dealermarketing.net