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www.butlerlearning.com info@butlerlearningsystems.com
Greetings Sales Professionals,
The "good news" is face-to-face selling, transactional selling, Selling 1.0 or whatever (the hell) you want to call it is alive
and well and rapidly growing in our global economy. With that said, let's all take a deep breath and analyze how applying
technology is not the end result of eliminating the selling process as so many think and fear today...including me!
Over the last several months, I've listened to the "experts" about how the Internet, web-based selling, social media and
the latest...social selling, is replacing our traditional role of B2B professional selling. And, I say to myself, "No way!"
Even though traditional selling skills are being thrown under the bus and labeled as "dead," the bottom line is that it still
gets down to the relationship and trust factor people develop with each other. This is a people skill and not a technical
skill. Let's not lose our sales focus, please. Isn't selling persuading, influencing, problem-solving, adding value and
making the life easier for our customers? Man o' man, I get nervous when I hear how "social media" is replacing our
sales process when in fact it's just a supplemental component...which is just another sales tool, huh? How about you?
I recently viewed a webinar on how social selling (new name for social media) is changing the world and leaving all of
us "traditional, peace-keeping, jovial and fun loving sales pros (alright, "I'll get off of it!) in the dust. I actually got scared
because I don't do Twitter or Facebook. I hate Facebook! I do agree to shortening the decision-making or buying
process, communicating and responding more direct and faster...and here's to online ordering that is phasing out our
traditional order takers. But, when it comes to advising, recommending, consulting and directing our customers down
the path that makes it easier and more efficient for them; nothing can replace the dynamics, spontaneity and interaction
of face-to-face selling. C'mon man! Now, back to the webinar. The social media experts were convinced that all of their
software and data intelligence training far exceeded traditional selling skills training. The interesting thing was when
they were asked what training each of their sales teams were implementing now for their 2011 initiatives one responded
with, "Communication skills and asking the right questions," and the other sales manager said, "Handling objections."
Go figure!
I can't help but get defensive for selling skills training when the experts say it's dead. I've always advocated being a
consultative-partner and providing solutions to customers' problems even before they called it "solutions selling!"
Granted, the technology may help target and profile our customers quicker and faster, but it still gets down to "people
buying from people they like...and trust."
So, here's to all of you high tech sales reps; may you continue to be distracted with Twitter, Facebook and blogs. And, for
the rest of you sales professionals, may you use these technology tools to better connect and engage your customers,
while not replacing the sales process. Indeed, it's great to say and see how B2B professional selling will continue to
grow and prosper!
Good Luck & Good Selling!
Bob Butler, TSP
and the BLS T.E.A.M.
Together Each Achieves More
Send your information, ideas, thoughts and suggestions for monthly sales tips to info@butlerlearningsystems.com
Butler Learning Systems ~ 1325 W. Dorothy Lane ~ Dayton, OH 45409
Phone: 888-298-7462 ~ Fax: 866-298-5022
www.butlerlearning.com ~ info@butlerlearningsystems.com
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