I’ve been saying it for awhile now — the most succesful sales reps and sales organizations of the future will see themselves in the business of creating content that helps them sell, not just in the business of selling their stuff.
I don’t care what industry or vertical you play in, creating interesting content will help you gain attention, mindshare, and help you create better relationships.
Have a look at what IBM is doing to drive more sales ready leads to their sales reps. It is also very interesting that they have “empowered” some of their sales reps with their own company built blogs that automatically connect to social networks.
I’ve been an advocate of this strategy for a long time. Most people think having sales reps blog is a waste of time. Most people are wrong.
From a recent eMarketer interview:
“Within IBM we have a number of people in the brand areas who are blogging and doing things in the social media space relative to topics like cloud computing.”
“In B2B we have a number of Websites that we built for our sales reps where we’ve enabled the reps to have a blog with RSS feeds that are connected to LinkedIn and Twitter. Their customers can follow them where they have an individual relationship.”
“And our individual reps use Twitter to keep their customers updated about interesting news, events and things of that nature. Each rep has their own Twitter account.”
This B2B sales strategy is already paying dividends in booked revenue in the arena of millions of dollars.
What do you think, should sales reps be allowed to blog? What are the rewards? What are the risks? Please share your comments.
To read the full interview from eMarketer click here.
To subscribe to the New Sales Economy blog click here.
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Chad – My stance is quite a bit more aggressive. Sales reps MUST blog. Those who don't are missing the boat. Here's my logic:
1) Sales reps have specialized knowledge and expertise
2) Appropriate application of that knowledge and expertise results in their customers' saving and/or making money
3) Few customers and even fewer prospects have enough time to meet with a rep to learn enough to gain any real value
Therefore, a rep needs to communicate his or her knowledge and expertise in some other way; i.e., via blog.
Todd
I totally agree! blogging allows you to explain in more depth a complex situation that or circumstance related to a product or service. By providing valuable content and essentially controlling the blogosphere in your niche you have a greater hold on your market. Many employers look down upon this and have the attitude that you shouldnt put content out there when you represent a company unless it has been approved by them. This defeats the whole purpose in my eyes.
I'm with Todd & Dustin here…
…be "allowed" to blog is almost as bad as be "allowed" to sell! "Obliged" or "forced" would be more like it, but I guess "empowered" is the happiest middle ground. And I was also reading elsewhere that you should look, in your organisation, for enthusiastic "social media champions" to fulfil these roles. Some will still be happy pounding the phones and using their vocal charms, others think they need to see the whites of the punter's eyes before they can communicate effectively, and some will take to the written digital word (and video, and webinar, and online meeting) like a duck to water.
This was very well spotted Chad, and I'd love it if you felt inclined to bring it to our UK audience – because it would have a lot more impact if you did it rather than me just banging that old internet drum (again). You can find us as a LinkedIn Group (ModernSelling.com) or put something in our main site forum (or both) and/or I'd even be interested in hooking you up with our Editor if you felt that main site editorial exposure would be of value (180,000 UK senior sales circulation lists).
Good stuff, whether you do or not (so I tweeted it at the very least and will put in some further links if you don't fancy that audience), and thanks – Neil
I'm definitely with you on this one Todd. While creating and maintaining a blog will not be something every sales rep does — the really smart ones will take advantage of the shift in the way prospects do engage, do research and buy. The magic is found in providing new and creative ways to provide value, create interest and open doors to more opportunities. Blogs can be used as a very handy key.
Pick up a copy of the latest Inc. Magazine to see that the old stereotype of salespeople as used car salesmen is dead. In economy 2.0 salespeople create possibilities and value at all turns. The best salespeople I know build a vision and get people to feel it and go along for the ride.
Excellent points. Also, keep in mind that if you are a farmer rep you can apply specific strategies to meet the needs of your accounts, the same goes for if you are a hunter rep. Blogs for sales reps may be less about SEO and more about creating relationships in accounts with super helpful and valuable content. Again, different strategies for different goals. The fact is that blogs garner attention.
I'm an older salesman/businessman, and have to agree that Internet offers widerange potential for promoting products and services. Having a well designed website and SEO will bring traffic for sure. My own results from basic built websites have been stimulating indeed. However, the way I see blogging is it is difficult to source the market (specific to ones target).
I'm an older salesman/businessman, and have to agree that Internet offers widerange potential for promoting products and services. Having a well designed website and SEO will bring traffic for sure. My own results from basic built websites have been stimulating indeed. However, the way I see blogging is it is difficult to source the market (specific to ones target).
Absolutely right Steve. Good face to face salesman rock!!! Internet might serve to sell small items that are virtually risk free, and the occasional big deal if the punter knows what is wanted, but when it comes down to hardcore property, top of the range cars, or anything substantial I want to see and discuss the purchase face to face to make sure I'm making the right decision. From a saleman's point of view the personal contact improves closing deals, as well!!!
I am an HR and the issue of employees using too much social media is always discussed. I tried to go to the root of the problem and had startling revelations. Read them here. http://friendlyhr.posterous.com
However if you are anxious and want to know what I did was to recommend this post to my employees and made them informed and empowered to use social media effectively. <a href = "http://blog.insideview.com/2010/05/02/investing-too-much-time-on-social-media-how-to-boost-your-roi">
chadlevitt 05.12.10 at 1:03 am
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chadlevitt 05.12.10 at 1:06 am
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gauravjha83 05.13.10 at 4:33 pm
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omg 09.07.10 at 5:46 pm
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Keep in mind sales reps can use a blog as a way to crack into their target accounts through keeping top of mind with, consistent, and relevant content. A really powerful blog for a sales rep does not need to rank in search engines. It can be used as a business development tool to get more opportunities going in addition to your normal outbound activity.
Amen, Steve! It also helps when sales reps are constantly speaking to prospects that have been engaging with your brand over time. IBM has realized this and they are capitalizing on the shift in buyer behavior and expectations.
Whether sales reps should be allowed to blog or otherwise completely depends on what they're going to be blogging about. Blogging is a form of personal expression, bordering on Freedom of Speech. It's hard for companies to monitor and track online activities. ____I talk about how people in sales are increasingly using the social media to connect better at this post:http://blog.insideview.com/2010/04/27/connecting-...
Hi!
I love your post. It is very interesting to read.
I wonder how come I didn’t find this blog earlier.
Sharing is said to be a virtue, and more bloggers should read this post.
I will try to share. Some of my friends will appreciate this.
Cheers and keep’em coming!
=)