The Use of Social Media in a Modern Day Sales Organization
The Use of Social Media in a Modern Day Sales Organization
Introduction
An old adage in corporate America goes like this, “Nothing happens until somebody sells something.” Sales Managers and salespeople find themselves in a never ending quest to gain new customers, as well as retain their best ones. Organizational changes, technology adoptions and meetings by the dozen are all enacted around these very tasks. We live in a dynamic society that is rapidly changing each day. Can new technologies and methods of communication help a sales organization better accomplish their goals?
The sales process is stunningly similar now to the process used before electronic media, or even reading and writing. Sellers move a product by meeting a need buyer has. This need can be urgent, or at times whimsical. The seller must find the buyer’s motivation in order to make a deal. Whether the process the sales person uses is strictly regimented and organized, or ad hoc in nature, there are still universal steps that everyone follows. A potential target market is identified. Once that market is identified prospective clients are vetted for potential fit. Once the targets are set, information is exchanged between buyer and seller.After a series of interactions the buyer makes their decision. In many circumstances the buyer has made their mind up before their interaction with the salesperson. In some cases the salesperson can exert a great deal of influence in helping the buyer make up their mind.
Can Social Media Help?
Where does today’s social media fit in the context of the sales process? Is it a useful tool that can help find prospective buyers and shorten the sales cycle? Or is it another passing fad that will soon fade? Can it help strengthen relationships between buyer and seller, or organizations with each other?
Let’s start by taking a look at where social media can be used in the sales process. “With the proliferation of social media, it would seem that
Introduction
An old adage in corporate America goes like this, “Nothing happens until somebody sells something.” Sales Managers and salespeople find themselves in a never ending quest to gain new customers, as well as retain their best ones. Organizational changes, technology adoptions and meetings by the dozen are all enacted around these very tasks. We live in a dynamic society that is rapidly changing each day. Can new technologies and methods of communication help a sales organization better accomplish their goals?
The sales process is stunningly similar now to the process used before electronic media, or even reading and writing. Sellers move a product by meeting a need buyer has. This need can be urgent, or at times whimsical. The seller must find the buyer’s motivation in order to make a deal. Whether the process the sales person uses is strictly regimented and organized, or ad hoc in nature, there are still universal steps that everyone follows. A potential target market is identified. Once that market is identified prospective clients are vetted for potential fit. Once the targets are set, information is exchanged between buyer and seller.After a series of interactions the buyer makes their decision. In many circumstances the buyer has made their mind up before their interaction with the salesperson. In some cases the salesperson can exert a great deal of influence in helping the buyer make up their mind.
Can Social Media Help?
Where does today’s social media fit in the context of the sales process? Is it a useful tool that can help find prospective buyers and shorten the sales cycle? Or is it another passing fad that will soon fade? Can it help strengthen relationships between buyer and seller, or organizations with each other?
Let’s start by taking a look at where social media can be used in the sales process. “With the proliferation of social media, it would seem that
References: Marshall, G. W., Moncrief, W. C., Rudd, J. M., & Lee, N. (2012). Revolution in Sales: The Impact of Social Media and Related Technology on the Selling Environment. Journal Of Personal Selling & Sales Management, 32(2), 349-363. Rodriguez, M., Peterson, R. M., & Krishnan, V. (2012). Social Media 's Influence on Business-To-Business Sales Performance. Journal Of Personal Selling & Sales Management, 32(2), 365-378. Agnihotri, R., Kothandaraman, P., Kashyap, R., & Singh, R. (2012). Bringing "Social" into Sales: The Impact of Salespeople 's Social Media Use on Service Behaviors and Value Creation. Journal Of Personal Selling & Sales Management, 32(2), 333-348. Andzulis, J., Panagopoulos, N. G., & Rapp, A. (2012). A Review of Social Media and Implications for the Sales Process. Journal Of Personal Selling & Sales Management, 32(2), 305-316. Shih,Clara (2009)The Facebook Era: Tapping Online Social Networks to Build Better Products, R each New Audiences, and Sell More Stuff, Boston: Prentice Hall