In the early part of the last decade I was involved on a part-time basis for almost two years with a small start-up that was building software to help manage a sales pipeline. A vital part of that involvement had me spending a lot of time with successful sales people from a number of leading technology companies. In that time, I went from having what may be considered a traditional, rather sniffy attitude to sales in general to a feeling of healthy respect for the men and women who were so good at a task that most of us find either daunting or downright impossible.
For many, knowing where their meat comes from and how it gets to their plate is information they’re happy to live without. Sales occupies much the same position: we know it has to happen but we often don’t want to know the details.
Running a small business on a tight budget often means that selling is something that the business owner has to do, regardless of previous sales experience or how they feel about the function. There is another option, of course: Go bust.
I’ve read Mike Southon’s Sales on a Beermat
If you’ve read the books (co-authored with Chris West), you’ll know that the tone is fun, informative, and inspiring. In person, he’s much the same. Not only is he an engaging speaker but he is able quickly to convince an audience that it’s possible to sell successfully in an extremely ethical way – and still have fun doing it.
I firmly believe that everyone who attended the workshop left desperate to return to their work and begin the task of selling.
Yes, but…
…what has this to do with the web?
Think of the web – starting with your web site but also including your ‘presence’ across social networks and in every on-line client conversation – as a vital part of your sales process. Mike Southon, for instance, makes full use of email newsletters, Twitter, and his site to reinforce his credibility, sell more books, and sell speaking engagements and training. His column in the Entrepreneur section of the Weekend FT is also available on the FT web site and forms part of his weekly newsletter to subscribers. He knows the value of giving stuff away, too. There is a wealth of great information available on his site that you can download. This is all part of establishing thought leadership in your market niche, of course.
Mike knows how essential it is to stay in the minds of prospects and customers, so that when it comes to close a deal, the prospects and customers already have your name at the top of their list of likely suppliers.
How are you making sure your customers think of you first when it comes time to buy?
UPDATE: Just received the latest edition of Mike’s newsletter. He’s doing an extra sales workshop on Tuesday, March 11th 2010. Get the full details here.
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