Smarketing?

It was a chilly, rainy night in the loud, dingy city.

The bartender said, “woman we do not do the fancy stuff here. “Across the pub in the shadows was a tall stranger. She seemed in the light and said,” you gotta be kidding you are going to get me a drink?” This was the beginning of the torrid affair between marketing and sales that generated the offspring -Smarketing.

Seriously- The face of earnings is continuing to evolve, with sales professionals using advanced data analytics to begin the sales conversation online and transcend to an offline relationship of selling.

Becoming applicable or even discovered online is becoming increasingly difficult in the digital world.

Let us discuss what works in today’s electronic conversations.

Be a Human

We’ve got all got them. The invites to LinkedIn followed 10 seconds later by a spammy message of what I am doing wrong in my company and how I won’t endure another day if I do not purchase their product. Yuck! Why would I react to this? What I find amazing is that somebody thought this message could work- with anybody!

Build Rapport

Selling online isn’t so much different than selling offline. Sales individuals who “show up and throw up” do not make many friends or sales. If you would not do it in the “real world”, do not do it in the virtual one.

Chinese Water Torture

This early form of torture utilizes water to fall on the offenders head drop by drop incessantly until the prisoner breaks or goes crazy. A bit extreme- yes. This is like what happens to a prospect when you use the identical message and type of communication portal again and again and over. Be unique, mix it up and deliver value to the interaction first and foremost.

Do Research

Make the best use of everybody’s time- do your own research. What is in it for them? If there isn’t a compelling reason for them to meet you probably, they won’t.

There are lots of unique ways to begin a conversation without being spammy. Try some of these to begin.

Send them valuable content
supply free services or products- not directly related to your offering
End with a question
request a recommendation from – product/service/vendor
Share a common interest- study
Examine their product/service/company compared to business – give them results
Ask them for their opinion
Ask them for information
Conduct a Survey- ask them to participate (make it short/relevant)
Share their articles, compliment them
Send them applicable business content
Congratulate them- awards, news mentions, etc
Ask them to donate to a post
Ask them for a quote (subject matter expert)
Ask for an introduction from one of your shared relations
Reach out to the salesperson in the business
Reach out and connect with other members of the business (one up, one down)
Like, share and tell them you’ve sent their articles to others who will get value from it.
Add value to each interaction, see to your online conversations like your nearest and dearest; get to know your prospects. If you learn how to communicate effectively in the online world the transition from online to offline will be eloquent, and you’ll make more sales.


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