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SALES EMAILS VS. SALES VOICEMAILS: WHICH ONE TO USE & WHEN?

Skydiver_X_330_shadowMany years ago, I checked a big item off my Bucket List…before I even knew what a bucket list was.

I had always wanted to know what it was like to go skydiving.

After years of talking with people who had jumped out of perfectly good airplanes, and feeling no satisfaction in really knowing what it was like, I decided to take the plunge.

Looking back, getting in the airplane wasn’t the difficult part. For me, getting into my car and driving to the skydiving school was the tough part. That was because I received vital information in my training to help me understand how safe it really was.

So, getting into the plane and taking my seat felt very much like I was getting on a carnival ride (which, incidentally, are statistically more dangerous than skydiving).

It was a tandem jump and the instructor asked how I wanted to exit the plane. The idea of a somersault came to mind, so he smiled, we jumped and did our somersault.

We did a freefall for 60 seconds from 13,500 feet down to 5,000 feet. At which time I gave the instructor the assigned signal and reached back and pulled the ripcord.

With a jolt pulling us both upward, everything went silent. No more slicing through the air as gravity pulled us toward the ground. It was peaceful. The two of us were able to talk. We even practiced the landing as I had full control of the parachute.

We even zoomed into a cloud and did a corkscrew turn out the bottom of it. It all ended with a perfect landing.

I TOLD YOU THAT TO TELL YOU THIS…
There are moments in every day for a sales professional when a certain amount of courage is needed. Typically, we don’t consciously think about it in those terms, but that’s what’s happening.

In my experience of going skydiving, I learned an extremely valuable lesson that’s served me well over the years. It is this:

Much less courage is typically needed once we do what we need to do to understand all of the information we need to know.

This lesson plays well into the message of our featured resource today.

The man known as “The Deal Doctor,” Jeff Hoffman (@mjhoffman), wrote a post on the HubSpot Sales Blog titled: The Best Sales Voicemail I Ever Received … Was Just a Voicemail.”

THE BIG IDEA
The big idea of Hoffman’s post is this:

Both emails and voicemails each have their best times to be used. Knowing when to use the correct form of communication at the right time, with the information the buyer needs, leads to a more sales.

WHAT I LIKED
Hoffman leads with a story, a strong example of what worked for him in the role of a buyer. It’s great insight. Then he gives us a simple question to ask ourselves when we need to know which form of communication is best.

Hoffman’s question ties together closely with my skydiving experience and the lesson I shared with you a few paragraphs ago.

Read Jeff’s post to see what his question is, and then be [completely] honest with yourself whenever you ask yourself that question. If you answer yourself with the truth, and then act accordingly, I also believe your sales will increase.

[Reading Time of Hoffman’s Post: 2:30]


QUESTION ::: In which situation(s) do you consistently find yourself taking the easier route of communication

Let’s talk about it…

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with SalesFitRx (get started instantly w/o a credit card)

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SALES ENABLEMENT FIXES YOUR SALES FUNNEL LEAKS

Mansion_335_shadowI recently spent an afternoon and evening with a dear friend of mine.

What people might notice first about him, if you met him at his home, is that he’s retired and lives with his wife in a house five or six times larger than most homes you or I have ever visited.

He’s done well for himself and is perhaps the most generous and gracious man I’ve ever had the pleasure of knowing.

We were talking about when he had his big break in business and what he remembers most about it. This is how he explained it to me:

Once we finally took the advice of the company who would go on to become our largest customer, we made the suggested changes and the money really started to come into our business.

But what drove me crazy was that more money coming in meant there was more money leaking out of the cracks and the crevices in our business. It was like putting our hands under a faucet and trying direct the stream in the correct direction.

As we did that, water continued to leak out over our hands until we could develop a process for more effectively capturing and directing the increasing, and long-term, flow of revenue.

It wasn’t until we quit trying to construct solutions on the fly for short-term fixes, and we stepped back and prepared for revenue increases five or ten years in the future, that we become an efficient machine with consistent month-over-month growth.

That is why you and I are sitting here on the patio of this house today instead of one across town with 10,000 less square footage. We found the tools and reconstructed our processes to stop the leaks.

For us in sales, the faucet we need to mind first is the sales funnel. Some of you possess funnels with slow leaks. Others of you are using funnels resembling something more like a colander.

Thankfully, I found someone who can help us with this sales funnel problem. He will show us how to use sales enablement as a tool to fix our pesky sales funnel leaks.

Robert Wahbe (@RobertWahbe) is the co-founder/CEO of @Highspot and a former VP at Microsoft. Wahbe wrote a blog post for @OpenviewLabs last week titled: Plug the Leaks in Your Sales Funnel: A How-To Guide to Sales Enablement.”

THE BIG IDEA
The big idea of Wahbe’s post is this:

…best-in-class companies are twice as likely to be using a sales enablement solution that addresses major obstacles to driving sales:
> The time needed by a new seller to become effective (on average, 7 months)
> Seller turnover (typically 30%)
>Time wasted searching for and creating selling materials (3-4 hours per week, per rep)

WHAT I LIKED
This post isn’t any longer than it needs to be. It makes a strong case that best-in-class sales organizations are very likely to be effectively using sales enablement tools and that it’s a clear contributor to their ongoing success.

This gives you, a sales professional in a sales organization which that is not currently leveraging sales enablement tools to their full potential, the ammunition to make a case for this important investment.

And if you are currently using sales enablement tools and are seeing a strong ROI, you have in Wahbe’s post the information needed to continue the investment if some in your organization may oppose this spending.

Budgets for 2016 are closing soon, so ensure you’ll be using the best sales enablement tools for your business.

[Reading Time of Wahbe’s Post: 2:00]

Note: SalesFitRx is a web and mobile sales enablement app that helps you, the sales professional, discover more selling time in your week. It doesn’t encourage more hours each week, instead it helps you get more sales from your existing hours. Learn more on our Home page: SalesFitRx.com


QUESTION ::: Which tools have given you the best ROI for your investment?

Let’s talk about it…

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SALES EXECUTIVES USE TWITTER & THIS IS WHY IT MATTERS TO YOU…

Classroom_350_shadowThe teachers didn’t do this back when I was in high school, but when my children were in those years, they were sometimes allowed to make their own index card cheat sheet. And, they were allowed to use it during a test.

I remember the first time my oldest child told me that. It was the second week of the new school year.

What was my response?

I immediately called the school and talked to that teacher. And yes, she confirmed they were allowed to do it for that test. So, I gave her the benefit of the doubt…well, better said, I suspended judgment.

The result was what I expected: an A+ for my daughter. Of course…she had the answers. What I didn’t expect was what my girl told me: “Dad, I barely used the index card while I took the test, and it was the same for most of the other kids.”

WHY DID IT WORK?
The teacher later told me that since they were so motivated to write as much information as they could on both sides of the index card [in really tiny writing] the students reviewed more and retained a lot more information.

She also explained that to the students so they saw the results of a new way to effectively study for tests, and added: “Just be sure to leave those index cards in your backpacks the rest of the year whenever we start a test. You won’t need them anyway.”

SO WHAT?
So sometimes I come across a resource that’s so deep and practical in its helpfulness that I pull out an index card and start writing—in really small writing—so I can learn it once without continually forgetting and going back to the resource to learn it again and again.

We’re wired to remember things better when we write them down by hand. Most of us don’t know that [or believe that] so we fail to gain the benefit from putting that knowledge to use (i.e. wisdom).

I found one of those rich kinds of resources this month and I want to share it with you. It’s on the overlapping topics of:

  • Growing your online influence
  • The effective [and efficient] use of Twitter for sales pros
  • Social selling

This resource short-circuits the learning process. It creates a shortcut to achieving your goal of becoming more effective in growing your social media influence for the purpose of more successfully creating quality leads with sales executives.

Carter Hostelley (@carterhostelley) is the CEO and founder of @Leadtail. He wrote this original post: “How Sales Execs Use Twitter,” for @funnelholic; it’s an extended version of the shorter post Hostelley wrote for Leadtail’s blog.

THE BIG IDEA
The big idea of Hostelley’s post is this:

Start by sharing and engaging those publications, brands and people that influence your
target audience. This will put you on the path to becoming influential, too!

WHAT I LIKED
I liked this post because the wisdom shared in these 575 words helps sales professionals, such as yourself, quickly get noticeably more effective in building your online influence via Twitter. It’s like that cheat sheet. Once you get it, you get it.

No more wasted effort on Twitter; you can now be laser-focused.

Hostelley leads off with these words:

“While there may be debate about whether LinkedIn or Twitter is more popular with salespeople, there’s no question that sales executives are becoming more active on Twitter. Why?

Why indeed:

“They understand the power of the micro-blogging platform as a way to monitor, reach, and engage target buyers while also building their personal brand.”

That brings up these two questions, which are answered in the rest of the post:

  1. How are these sales leaders engaging on Twitter?
  2. In what ways can you use this information to become more effective on social media for your social selling activities?

The post is then broken down into these sections, and each one is worth writing about on your own cheat sheet:

  • How Sales Executives Engage on Twitter
  • What Sales Execs Talk About
  • Top Publications Sales Leaders Read and Share
  • People Most Retweeted by Sales Leaders…and the application section:

     

  • How Sales Professionals Can Use This Data

Some of the top content sources will change over the next few years. But you can be sure any new sources added to the list will present and supply content with elements similar to what today’s sources offer.

Look for those similarities so you too better understand the why of what interests sales executives today and well into the future.

Definitely share this post with a colleague today.

[Reading Time of Hostelley’s Post: 2:30 minutes]
QUESTION ::: How does Hostelley’s post’s information align or differ with what you’ve believed about the habits of sales executive on Twitter?

Let’s talk about it…

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IS THIS YOUR SALES PROSPECTING BLIND SPOT?

Blind_Spot_360_shadowIf you don’t know what you can’t see, how do you know it’s not an opportunity for significant growth?

Even with our best efforts to cover all of the known blind spots in our career effectiveness and growth, there are invariably a few spots we’re missing.

I wonder about this for you: Do you believe you’ve maxed out your personal potential for prospecting and social selling work on Twitter?

Most likely you don’t believe that, but sometimes what we really need is a single nugget of understanding in a small aspect of a larger area of interest such as prospecting or social selling. The right nugget can make a significant improvement in your effectiveness.

That’s exactly what I’ve found for many of you today.

Marketing and Social Media Manager for @AliceHeiman [and festival enthusiast] Sabra Rubinstein (@SabraRubinstein) recently wrote her first blog post for AliceHeiman.com and she nailed it. She titled it: “The Simple Secret to Prospecting with Twitter.”

I’ll go ahead and share her secret with you, but I’ll leave the What, the Why, and the How to her excellent post.

The secret is this: Twitter Lists.

Most of you and your fellow sales professionals are not presently using Twitter Lists at all. For those who are using them, the majority of you are not yet making the most of them.

I especially liked how this post:

  1. Defined the pain point
  2. Explained what Twitter Lists are
  3. Why Twitter Lists should be important to you
  4. How the post gave clear application
  5. That the post offers supporting media (the video) to learn how to create a Twitter List; especially for visual learners

It’s really a complete post, and is an excellent resource to bookmark and share with your colleagues. I highly recommend reading it right now.

@AliceHeiman: You have a budding all-star in Sabra. She hit a home run in her first plate appearance.

[Reading Time 3:00 minutes]
[Video Length: 1:32 minutes]


QUESTION: What other potential prospecting blind spot may be out there that you’ve become stronger in that you’d recommend to other sales professionals?

Let’s talk about it…

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HOW TO GET SALES PROSPECTS TO OPEN YOUR EMAILS

Email_4_-_349_shadowWould you open the prospecting emails you’re presently sending to others?

I recently looked back some of my prospecting emails over the years. I cringed. It’s not that all of them were so bad, but there certainly were a few approaches I tried I wouldn’t want anyone to ever read.

With those silent echoes rattling around my head, I took a bit to time to find a solid resource to pass on to you today.

Known as “The Sales Hunter,” keynote speaker, best-selling author, award-winning blogger Mark Hunter (@thesaleshunter) created a post a little while back titled: “6 Ways to Get Prospects to Open Your Emails.”

It’s the next blog post you need to read.

Hunter begins with an important question:

Ask yourself this question: “Do I read emails I receive from people I don’t know?”

You likely open some of them, but not the majority of them. What percentage of email messages do you open from perfect strangers who, you know, want to sell you something?

The pinnacle of this post occurs when The Sales Hunter gives us an example email he recommends (later in the post, where it belongs). It follows the 6 elements Hunter lays out for us in his post.

I especially like recommendation #2:

2. Never start the email introducing yourself and extolling all kinds of fluffy talk.

This goes against a lot of what I see in emails I receive on a weekly basis, but it’s right. Why, you ask?

Sorry, those days are gone. The person receiving the email may very well be viewing it on a smartphone, which means they’re going to decide whether to read or delete based on the first 5 or 6 words. Don’t waste words. Make the first sentence be about something that’s going to grab their attention.

To get the other 5 recommendations, along with a read of the email that brings it all together, click to read Mark Hunter’s postnow.

BONUS: Mark Hunter has some other excellent posts on the topic of prospecting. Here are a few I recommend reading:

[Reading Time of Hunter’s Post: 3:00]

QUESTION: What additional cold email trick have you tried with continued success?

Let’s talk about it…

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SALES PROSPECTING, MANAGEMENT, STRATEGY & TOOLS ::: FSG LINKS

Prospecting_2_-_342_shadowThis week’s list of links focuses on sales prospecting, sales managers, sales strategy and sales tools. It’s a one-stop shop for sales professionals like you.

Come back daily and be sure to visit this blog every Friday for my Friday Sales Growth Links feature where I filter online resources to help you grow in your sales career.

Be sure to bookmark and explore our Friday Sales Growth Links archives as well.

PROSPECTING :::

TheSalesBlog.com
The Prospecting Rule of Thirds
International speaker, author, sales leader [and noted instigator/agitator] Anthony Iannarino (@iannarino) is back in my list of links with a valuable description and perspective of what you have there in your list of prospects and some direction on what it takes to get the most out those phone numbers.

KEY QUOTE: “But it feels like this middle third is more like ninety percent of companies, even though that isn’t true. You can develop the case for change within this third, even if it isn’t easy.”

Figure out how you need to answer those final three questions of his and you’ll be well on your way toward a sales career others will envy. #makethecalls
[Reading Time: 2:00]

SALES MANAGEMENT :::

EcSell Blog
Sales Manager Check-Up
Director of marketing or the EcSell Institute Anna Schott (@anna_schott) wrote this post focused on 5 excellent questions every sales manager should be asking themselves here just past the midway point of the year. It’s based on an article written at the end of 2014 by the president of EcSell Institute, Bill Eckstrom.

KEY QUOTE: “As our research proves, nothing impacts performance more than coaching; therefore, it starts with the sales management team, not the sales people.”

Answering these questions honestly, and then acting accordingly, could lead to greater success for your entire sales organization. #coacheffectively
[Reading/Listening Time: 1:30]

SALES STRATEGY :::

Salesblog.com
Wanna Make More Sales? Think WHY? Not How To!
Sales trainer and author Jeffrey Gitomer (@gitomer) makes a brief, but strong case for how understanding the core motive(s) of a buyer, much deeper than we may realize, can lead to sustained sales success. This should motivate you to uncover the motivations of others.

KEY QUOTE: “Old world sales tactics, closing techniques, and other sales drivel is over. The Internet has replaced the pitch man. All facts are retrievable in a nanosecond. The Internet has made business buyers and consumers smarter than ever. Even smarter than salespeople.”

The true motive may not be what you first believe it to be. Look deeper and train yourself to identify the true motive within every buyer, then enjoy the rewards for both you and them. #getmotivated
[Reading/Listening Time: 2:00]

TOOLS :::

Fill The Funnel Blog
Email Addresses – How To Find Them When You Need Them
Entrepreneur, author, teacher, coach [and Harley owner]  Miles Austin (@milesaustin) penned this  post about a very practical tool to use within your browser to help you locate more email addresses when you need them.

KEY QUOTE: “What I have found very useful is the exposure to other names within the company that I had not been aware of, including the senior level executives that are normally not readily available and not on LinkedIn, etc.”

As a Bonus: I also like to use this site to discover the email address syntax of websites/organizations. Neither tool will work every time, but they can save you time when other tools fail. #fillyourtoolbox
[Reading Time: 1:30]

 

>>  View past posts for Friday Sales Growth Links  <<

 

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B2B CONTENT, EFFECTIVE PROSPECTING TACTICS & A NEW MINDSET ::: FSG LINKS

B2B_Coffee_315_shadowThis week’s links covers content marketing for B2B organizations, effective prospecting tactics for email and other conversations, as well as some inspiration regarding the way you view your daily work in sales.

Come back daily and be sure to visit this blog every Friday for my Friday Sales Growth Links feature where I filter online resources to help you grow in your sales career:

SOCIAL SELLING:
CONTENT MARKETING :::

openview labs
7 Reasons Content Marketing Is Vital For Your B2B Business
Content marketing maven [and plant enthusiast] Kara Burney (@wkndatburneys with @trackmaven for @OpenViewVenture) uses some convincing data from the 2015 B2B Content Marketing Benchmarks, Budgets and Trends report, and other sources, to make a strong case for the use of content marketing by B2B organizations.

KEY QUOTE: “92% of B2B companies produce content marketing in-house.”

Are you in the 8%? Then it’s time to get started. If you’re a part of the 92%, don’t settle for “doing content marketing.” Never stop improving. #areyouconvincedyet
[Reading Time: 3:00]

HOW TO: PROSPECTING :::

SalesLoft Blog
One And Done: The Email That Will Get You A Demo
Content marketing specialist [and amateur karaoke star] Leah Bell (@leahwinterbell with @SalesLoft) gives us more than just a good example of a successful sales email. She gives us a great example of how to look at testing and learning with the email messages we send out every day.

KEY QUOTE: “We’re not saying that this email will work forever (or even at all) — especially if you don’t test it regularly. Use A/B testing to find the right balance of customization in your email templates. Measure your results, and then test again. Every process is unique, which is precisely why personalization and semi-automation are crucial with sincerity at scale.”

Even with that caveat, and it’s a wise note to add (or I may not have linked to it here), I believe each of you can definitely learn something new from this post. Find what that is for you, then apply it. #multiplysuccesses
[Reading/Listening Time: 2:30]

  +++++

Score More Sales Blog
Great Questions to Ask Prospects
Speaker, author, trainer [and connector] Lori Richardson (@ScoreMoreSales) is back with another excellent, useful how-topost. This time, it’s geared toward prospecting. We all know we need to take advantage of it if there’s a way to make us even a little more effective with this task.

KEY QUOTE: “Get them talking and learn from them, without sounding like an interrogator. If you are truly curious and sound that way, it will be a more helpful conversation than if you have a list of questions to answer – so be flexible, and if they go a different direction with their answer, such as the need to find more good staff for their department, go with it and ask them more about that.”

Draw from Lori’s experience to make your next conversation with a prospect more profitable. #thequestionsyouaskmatter
[Reading/Listening Time: 2:30]

INSPIRATION :::

BillCaskey.com
Selling Isn’t Meant To Be A Struggle
Speaker, author, trainer, podcaster [and Dad of two great daughters] Bill Caskey (@billcaskey) offers some great inspiration to help us change our mind sets about the effort we make in our sales work every day. We shouldn’t view selling as a struggle.

KEY QUOTE: “…when you are on purpose, prospecting behavior will never be a struggle.”

Doing hard work doesn’t need to equate to the idea of struggling. Be careful about the connotations you freely attach to things in your life. It really is your choice. #itstimeforchange
[Reading Time: 2:00]

 

>>  View past posts for Friday Sales Growth Links  <<

 

Click here to download our free guide:
2015 Guide to Sales Optimization: Restoring Sanity to Sales

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FRIDAY SALES GROWTH LINKS ::: SALES PROSPECTING, COACHING & OVERSELLING

Prospecting_319_shadowThis week’s links cover the topics of sales prospecting, sales coaching, the problem of overselling and additional links to more helpful, relevant resources.

Come back and visit this blog every Friday for my Friday Sales Growth Links feature where I filter online resources to help you grow in your sales career:

FOUNDATIONAL SKILLS :::

PeopleLinx Blog
Expert Selling Tips: Sales Prospecting
Danielle DiStefano (@daniellejdistef, for @PeopleLinx) compiled a list of PeopleLinx’s 6 favorite blog posts, from other sources, specifically about sales prospecting.

KEY QUOTE: Prospecting has figured out what it wants to be when it grows up. No longer is prospecting a surface-level activity, where sales reps make cold calls, pitch the product, confirm interest, and get off the phone as fast as possible.

Also check out the first and second installations in this series of blog post. They are also worth your time. #makeaprospectingbreakthrough
[Reading/Listening Time: 3:00]

THE LEADING OF SALES TEAMS :::

MHI Research Institute Blog
Getting Serious about Sales Coaching
Kim Cameron (@kimcameroncso, for @CSOinsights) offers some information from the 2015 Sales Management Optimization Study (from CSO Insights). This peek into the findings reveals a vital need in our industry for more effective sales coaching.

KEY QUOTE: One of the major tasks managers focus on is coaching sales team members – coaching accounts for 21.8% of an average work week. The average salesperson to sales manager ratio came in at 6.2 to 1 (down from 6.7 to 1 in the 2014 Sales Management Optimization study), which works out to 1.4 hours per week spent with each salesperson.

Where does your team’s sales coaching need to improve immediately? How will you do it? #effectivesalescoachingisunderutilized
[Reading/Listening Time: 2:00]

LISTS I LIKE :::

Heinz Marketing Blog: Daily B2B Sales & Marketing Insights
B2B Reads: Ethically Stealing & B2B Sales
Rebecca Smith (for @heinzmarketing) offers her list every Saturday and it’s a blend of consistently helpful sales and marketing links. I’ve been watching this one for a while to see if the consistency is there, and it is. Rebecca does a fine job with this regular feature.

KEY QUOTE: A lot of sales efforts are stuck between efficiency and effectiveness. Figuring out the right balance can be tricky at first.

I highly recommend reading each week’s B2B Reads, and bookmarking this link for archived posts of links. #likeminded
[Reading/Listening Time: 2:00]

NUTS & BOLTS :::

EngageSelling.com
Beware the Oversell
I love a good nuts and bolts article about something common to us in the process of selling, and Colleen Francis(@EngageColleen) delivers. Francis expertly dissects and then shows us how to reassemble our selling approach…minus the oversell.

KEY QUOTE: Conversations that are question-based and focused on the client’s needs will ensure you have the criteria to close the deal. By demonstrating you want to deliver precisely what’s asked for, you’ll create a win-win situation for you and your client that can ultimately lead to ongoing sales and service  ̶  as well as referrals.

You may be thinking you’ve heard this all before, but I recommend reading this one from start to finish and discovering what you needed to be reminded of or what you needed to hear for the first time in new words. #neveroversellagain
[Reading/Listening Time: 2:30]

 

>>  View past posts for Friday Sales Growth Links  <<

Click here to download our free guide:
2015 Guide to Sales Optimization: Restoring Sanity to Sales

Read more »

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CAN YOU SPOT A SALES LEAD ON TWITTER?

twitter_leads_295_shadowHave you ever been reading an article or a list and one of the items, a phrase or some wording, seemed to jump off the page at you?

After a little practice, this may begin to happen for you on Twitter with warm and hot prospects jumping out at you.

Emma Snider (@emmajs24), she’s a name you’ve heard before in previous blog posts, has another winner of a post with “How to Spot a Lead on Twitter [Flowchart]” from the HubSpot Marketing Blog.

Let’s start with some stats she offers:

To many salespeople, “social selling” equates to “LinkedIn.” According to a survey conducted by PeopleLinx, 76% of reps understand LinkedIn’s potential for sales, but a scant 16% see the value in Twitter for social selling.

What if there’s more prospecting opportunity in Twitter than you’ve realized? If there is, then don’t get discouraged…get excited! You have an essentially untapped resource you can now use to increase your sales.

That’s a great thought, but it doesn’t mean anything unless you learn how to spot a sales lead on Twitter. That’s where Snider’s blog post, focusing on the flowchart (created by @LeadSift), offers help with that.

The flowchart has a little fun in the process of helping you determine the temperature of a potential lead. It all begins with looking at followers, then their activity, then the type of activity.

There are a few red flags in the chart to look for to ensure the various Twitter profiles really are heading toward some level of a quality lead. Then the questions begin directing themselves toward any recent connection you may have had with them. It builds from there.

Now, a reality check…

Is this flowchart the be-all and end-all that will make your wildest prospecting dreams come true? No. Can it help you better understand some of elements that are present when a lead is warming for you on Twitter? Yes it can.

Snider also says as much:

While it’s not a perfect science (I’m sure there are some decision-makers out there who like Justin Bieber), this graphic can aid you in parsing out the tweets to pay attention to from the ones you can safely ignore.

Get what you can out of it and put it to use this week.

QUESTION ::: Do you currently, or have you in the past, used Twitter as a lead generation tool? Has it directly or indirectly led to any sales?

Let’s talk about it…

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DEAR SALES PROFESSIONAL, DON’T BE ALL THINGS TO ALL PEOPLE…

Niche_358_shadowA specialist does not have specialties in a half dozen areas…

Today’s featured resource is a blog post from Rochelle Moulton (@ConsultingChick), titled, “Why You Need To Pick One Thing To Be Brilliant At.” Although it could be helpful for people in other industries, it’s most certainly relevant for us here in the field of sales.

Moulton starts with a story which perfectly illustrates her point because we have been in similar situations when a true specialist was or was not available.

We gain confidence when we have a need and we encounter someone who has a specialty in the field of our solution. A generalist will not do when we have a highly specialized issue to untangle.

In the same way, your prospects aren’t interested in a jack-of-all-trades calling on them and attempting to sell to them with language inherently pointing to a lack of specialization.

They’re picturing you whacking their problem with a blunt object. What they want is a sherpa guiding them through the journey of the resolution of their problem…because you’ve been there before.

Moulton says it well:

They want the one who specializes in THEIR situation. Their industry. Their big fat hairy problem.

They want to know—without a doubt—that you’re the right choice.

So the “Life Coach, Entrepreneur, Photographer, Internet Marketer, Website Developer, Writer” guy will not be first choice for pretty much anything.

Ditto the “Consultant, Futurist, Keynote Speaker, Author, Facilitator and Community Czar.”

Your audience values focus. Deep specialty. A niche.

Just pick one.

And then tell us about it.

You may have enough years under your belt to have worked through a wide variety of prospect problems. But when a specific client has a specific issue, you need to be able to put aside all of your experience and skill in everything that doesn’t have to do with their acute issue and you laser-focus your language around your ability to do this one thing for them. Less is more.

Read Moulton’s blog post to get the rest of what she packed into it. Thank you for this resource, Rochelle.

QUESTION ::: How do you convey your specialty to a client? How have you seen an approach of being a specialist bring about success?

Let’s talk about it…

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