By: Hank Blank, Director, National Accounts, Univest Capital, Inc.
Sales people are always looking for an edge. Recently, I’ve been hearing a lot of debate about the “Old Sales Model” versus the “New Sales Model.” The Old Sales Model consists of: cold call, qualify leads and sales demos. While the New Sales Model is: social networks, educate and engage. Things may have shifted, but has sales really changed?
I do not think so. I imagine that sales trainers from the 60’s like Zig Ziegler would say it doesn’t matter which model you follow – people buy from people they like and trust.
Here is my take on how you can use aspects of both models to achieve that edge us sales people are looking for.
Cold Calling is really just a way of social networking over the phone. You can also “cold call” at chamber events, business expos and trade shows. Compared to emailing, traditional cold calling can be more personal allowing you to meet people and learn about them and their business. What is more social than a good conversation with a person?
Qualify Leads through social media as it is a great resource for finding and researching prospects. Social media makes it easier to stay in touch with clients and prospects. It also provides insight into what they are doing, working on and interested in. You can then use that information to offer a necessary solution or be in the right place at the right time. Updating your Customer Relationship Management (CRM) database with social network information can make your calls more productive. Just like in the 1990’s when CRM was added to the sales process, social networking is a new tool to add to today’s sales process.
Sales Demos are an important step in the sales process. In addition to a traditional approach, you can also use social media as a way to educate and engage with clients and prospects. It allows you to get their feedback so you can make necessary adjustments to close the sale.
To have an edge in sales you need to keep doing what worked in the past while also incorporating the new! Remember, people buy from people they like and trust and that will never change.
Univest Capital Inc. is a subsidiary of Univest Bank and Trust Co. Equal Opportunity Lender.