I’m just reading a book about the possible danger of always being connected. The innermost sentence of the book is to illustrate the importance of being offline – analogue – from time to time, in an online, digital world. More than having a sense when to disconnect and relax in these times of summer and vacations, you need to develop skills to float between being digital and analogue during your sales process, which contains elements of high pace, unexpected events and intense competition combat, just like rafting in white water.
The book is not in the category of business literature, but most of the book’s contents are definitely applicable in business.
The book points out that today’s standard of always being online is not necessarily good for your health. Nor in sales as well.
My thought is that if we go all-in and always use the internet, social media or e-mails for prospecting , as many sales experts nowadays are suggesting, and not feel when to switch from digital to analogue, then I think you would lose more deals.
I know, prospects are much more researching vendors online today, before they get in touch with you, leaving you offside of their buying process. The obvious answer on this has for some years now been the concept of social selling, where you’re supposed to create and nurture prospect relations. Social selling lets your prospect being able to make their investigations according to their extents, timings and relevance, without being distracted by intrusive sales people. Being an expert to them, you’ll become (one of) “the man to talk to” when it comes to an eventual procurement.
Using social media and other digital tools for taking care of your first selling phase is great, but not necessarily in all phases. My feeling is that the further you raft along the white water stream, your sales process, the more analogue you have to be. Much of the job in early phases of selling is to create visibility and existence, but not to provide solutions to complex prospect problems. That belongs to the upcoming phases where insightful discussions have to take place to be competitive.
To win sales deals, you need to get to the selling phases where “talking” takes place, and need to get much deeper in your conversations than you possible can with help of digital tools, such as social media or sending e-mails. Most conversations on those type of tools are mostly too general or too public to really manage helping your prospect solve his problems, but also for you to win the deal.
The phases of talking includes physical meetings, where emotions, body language and nuances are central things that counts. Here’s where the real sales takes place, even if it’s activities often are initiated as social selling activities.
In the phases of talking, you may be able to consider in-depth relations based on feelings that unveil situations and implications you really can help to solve and put yourself ahead of your competition. BTW, did you know that we are equipped with 24 different muscles in our face, optimized to express different feelings? To translate all these expressions, you need a lot of training which is only obtainable by plenty of prospect meetings.
The tricky part may be to get the feeling of how to handle a certain activity – digital or analogue. Social media is an excellent way of getting in touch and convey prospects through early phases of why they should invest and what, but seldom how to get the business value.
My recommendation is when it comes to more detailed questions from your prospect, always consider to switch to analogue tools, by just picking up your phone and call them. Start a more detailed discussion, and try to book an on-site workshop. Further on, use the opportunity to use efficient digital tools as chats or Skype sessions for additional minor questions, but always have your eyes open when to shift being analogue again – especially when it comes to deeper discussions. These discussions require an analogue approach to develop your deal forward.
You need to learn when to switch from digital conversations to in-depth on-site activities, and maybe back again, as the white water stream flows further on. Also, when you’ve made the switch, train your skills in empathy and body language, to get the discussion to a deeper level.
Sales managers also need to look for a new skill. They should look for individuals that master the combination of being both digital and analogue, to really drive your sales processes forward, and take the rafts and deals safely down the stream.