In today's Sales 2.0 world it is easy to start relying on social media for sales and lead generation. Unfortunately, too many people place too much emphasis on this approach and they end up failing to achieve their sales goals. Here are four strategies that have survived the test of time and will continue to be effective regardless of technology.
Here are four time-tested strategies that have always worked and will continue to be effective regardless of technology.
Networking.
Networking is still an essential way to build your business and increase sales. From large events such as trade shows and conferences to one-on-one meetings, it can help you connect with people and open new opportunities. Unfortunately, too many people become reclusive when they rely on social media as their primary form of networking. This is particularly true for sole proprietors especially if they run a home-based business.
Top sales professionals usually attend at least one or two networking events every week. This can range from a large event to a coffee meeting with a friend. The more people you connect with, the more sales opportunities will open up.
Referrals.
Next to networking, referrals are often one of the most effective ways to generate new sales. Yet, the vast majority of people don't consistently ask for them even though the likelihood of closing a sale is considerably higher with a referral than any other method. I'm not suggesting that you slide a sheet of paper across your customer's desk and ask for a list of ten people you can contact. Although some industries still used this outdated approach, I personally think it is ineffective.
Many people don't know how to ask for referrals so they don't integrate this concept into their routine. Some people feel that asking for a referral is akin to begging for business. However, if your clients and customers are satisfied with your solution, they will be more than willing to recommend you.
Visibility.
"Out of sight, out of mind" is a common expression. Participating in social media groups such as LinkedIn, FaceBook, and Twitter and posting to blogs improves your online presence. However, many of your prospects don't participate in social media activities, so it is critical to be physically visible to the outside world. It is critical to keep your name in your customer's mind; otherwise, you run the risk of losing their business to a competitor. Nothing beats a face-to-face connection.
The telephone is an old piece of technology that can help you maintain your visibility. I know several people who schedule regular "coffee meetings" via telephone and this allows them to stay connected with customers and other people in their network.
Speaking.
Another effective way to establish credibility and generate new business leads is to speak at trade shows and conferences, local networking meetings, Rotary Clubs and association meetings. Most cities have dozens of these types of events scheduled every month and many of them are constantly looking for people who can deliver an informative and engaging presentation. They key here is to provide quality information, not a glorified sales pitch about your company or products. Presentations range in length from 20 minutes to a few hours and the format can vary from keynote to seminar to workshop.
I won't dispute the fact that Sales 2.0 is here to stay AND that it can help you grow your business. However, it is a big mistake to believe that it replaces some fundamental concepts that have been effective for many decades. Consistently integrate these four strategies into your daily and weekly routine and you will achieve consistent results.
