When we talk about community or social media people in business roles, we talk about a lot of things.
Their ability to communicate, to interact. To be helpful. To be a diplomat and a conversationalist and a steward of the brand. But because it’s so often a taboo subject in social media, we miss talking about a pivotal skill that I think community professionals need to have.
Sales skills.
Is sales the sole focus of our job? Absolutely not. Are we or should we be held to traditional ideas of sales performance like quotas and commissions alone? I don’t think so, because it means that the transaction becomes the focus instead of all of the things that lead up to that, and the role needs to encompass many things.
But there’s no denying that the community professionals that transcend the stereotypes of “forum babysitters” are the ones that have a solid slate of business skills. And let’s face it. Bringing in business – or at least qualified leads – is one of them.
The key difference is that our roles have many facets other than the sales numbers, so we are defined not just by the deals we close, but the doors we open, the people we meet, the visibility we create, the problems we help solve, the bridges we build, the trust and familiarity that we engender with people. We’re on the slow-burn side of the sales cycle, knowing that the work is spent on all the foundational activities of community building.
Sales are won (especially in B2B) because you’ve built a great offering, and spent the time to built affinity between your brand or company and the people who drive your business: your customers and prospects. Community management is relationship building at it’s core. I’ve no doubt that my days in fundraising, business development, and client services have helped me succeed in my community role.
So let’s be real. Community folks are on the front lines. A first point of contact. They’re shaping customer experiences, providing information and education, answering questions, and connecting people. In cases like mine, they’re out in public, speaking, representing the company, making connections and having conversations left and right.
If that’s not sales, I don’t know what is.
I think it’s time we stop gasping when the notion of community and sales are uttered in the same sentence. I’m not here to pitch the people that reach out to me, but I’d better be prepared to shepherd them into the prospect cycle when the opportunity arises, and handle it in a way that makes them feel valued and appreciated.
We are salespeople along with all of the other things we do. We’re the digital bards, the new interpreters, the tour guides for our company experience. And it’s okay if we’re good enough at our jobs that we help our businesses succeed along the way.
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I love this post, Amber, you always hit it right on the head. Being a community manager is a double-edged sword that has to be wielded carefully so as to be on the client’s side all while representing your company. While contracts signed should not be a performance evaluation of community managers, it’s always in the back of our heads because we know that that is the entire reason we have a job and are able to do what we do.
I think that now, though, anyone that works for the same company could potentially be called a salesperson, as interactions with anyone from a company can leave a client with a lasting impression and either the desire (or not) to work with you, and given the speed at which information can travel, that can have an impact on other potential clients, as well.
.-= MiChmski´s last blog ..If you had 18 minutes to change the world, what would your idea be ? =-.
If we’re not in this to build our business, we’re just playing around. Community is about relationships and all the human elements we’ve often talked about but it’s naive to think that sales never comes into play, or at least paving a smoother, more connected and personalized path toward that direction.
I love this post, Amber, you always hit it right on the head. Being a community manager is a double-edged sword that has to be wielded carefully so as to be on the client’s side all while representing your company. While contracts signed should not be a performance evaluation of community managers, it’s always in the back of our heads because we know that that is the entire reason we have a job and are able to do what we do.
I think that now, though, anyone that works for the same company could potentially be called a salesperson, as interactions with anyone from a company can leave a client with a lasting impression and either the desire (or not) to work with you, and given the speed at which information can travel, that can have an impact on other potential clients, as well.
.-= MiChmski´s last blog ..If you had 18 minutes to change the world, what would your idea be ? =-.
If we’re not in this to build our business, we’re just playing around. Community is about relationships and all the human elements we’ve often talked about but it’s naive to think that sales never comes into play, or at least paving a smoother, more connected and personalized path toward that direction.
I think you’re spot on. In fact for almost a year I’ve been telling anyone who’ll listen that the future of B2B sales is online buying communities. There are many obvious benefits. The biggest benefit is that online communities can be designed to support the buyer in their decision process by a) enabling useful content to be arranged in a contextually relevant manner and b) supporting social capabilities that help three key groups to assist the buyer: the buyer him/herself, the buyer’s peers and the seller/vendor (who may or may not host the community.
There are two requirements for this to progress: 1) the community orientation has to be toward the buyer and their purchase decision needs, not the seller (no one would go to an online community just to be sold to), and 2) we have to stop using the word “community” as a mishmash term that’s meant to cover all social media interaction. Why? Because there are and will be many, many different types of valuable online communities for different purposes and using the word generically only obfuscates the fact that “community” is not ONE thing, but a many-splendored thing.
You said that very well. And though I see where you’re headed with “buying communities”, I guess I look at it more about using a community *mindset* to steward your sales process and your online experiences all the way around. Some people will never buy in an online community. They’ll want the face to face or the phone or a combination. But it’s about putting the holistic experience in the eye of the customer, giving them the ability to shape their buying experience in the way THEY want it, not in our singular idea of what our “funnel” looks like.
I think you’re spot on. In fact for almost a year I’ve been telling anyone who’ll listen that the future of B2B sales is online buying communities. There are many obvious benefits. The biggest benefit is that online communities can be designed to support the buyer in their decision process by a) enabling useful content to be arranged in a contextually relevant manner and b) supporting social capabilities that help three key groups to assist the buyer: the buyer him/herself, the buyer’s peers and the seller/vendor (who may or may not host the community.
There are two requirements for this to progress: 1) the community orientation has to be toward the buyer and their purchase decision needs, not the seller (no one would go to an online community just to be sold to), and 2) we have to stop using the word “community” as a mishmash term that’s meant to cover all social media interaction. Why? Because there are and will be many, many different types of valuable online communities for different purposes and using the word generically only obfuscates the fact that “community” is not ONE thing, but a many-splendored thing.
You said that very well. And though I see where you’re headed with “buying communities”, I guess I look at it more about using a community *mindset* to steward your sales process and your online experiences all the way around. Some people will never buy in an online community. They’ll want the face to face or the phone or a combination. But it’s about putting the holistic experience in the eye of the customer, giving them the ability to shape their buying experience in the way THEY want it, not in our singular idea of what our “funnel” looks like.
I think that the solid ‘people skills’ that savvy community managers bring to the table can certainly help to generate sales for organizations, but I believe we’re more stealthy and ninja-like than grabbing right for the wallet since it’s not our primary motivator. I like to think that we believe in delivering exceptional service, with no promise of reward.
Gaining trust, generating good conversation and positive associations over time do much more for sales than any dinner bought on an expense account or a squeezy stressball with a corporate name written on it.
.-= Tanya McGinnity´s last blog ..February! =-.
Well, I’d argue that *good* salespeople of ANY kind aren’t wallet grabbers. And they’re also the ones that believe in delivering an exceptional experience.
It begs the question and (much larger) discussion about our reward and compensation systems for sales people in general. It’s usually a direct revenue volume to percentage ratio, without taking into consideration things like relationship longevity, quality, etc (which are harder to measure).
What you’re talking about are elements of good stewardship period, whether you’re a salesperson or a community manager or an account rep or a fundraiser.
I think that the solid ‘people skills’ that savvy community managers bring to the table can certainly help to generate sales for organizations, but I believe we’re more stealthy and ninja-like than grabbing right for the wallet since it’s not our primary motivator. I like to think that we believe in delivering exceptional service, with no promise of reward.
Gaining trust, generating good conversation and positive associations over time do much more for sales than any dinner bought on an expense account or a squeezy stressball with a corporate name written on it.
.-= Tanya McGinnity´s last blog ..February! =-.
Well, I’d argue that *good* salespeople of ANY kind aren’t wallet grabbers. And they’re also the ones that believe in delivering an exceptional experience.
It begs the question and (much larger) discussion about our reward and compensation systems for sales people in general. It’s usually a direct revenue volume to percentage ratio, without taking into consideration things like relationship longevity, quality, etc (which are harder to measure).
What you’re talking about are elements of good stewardship period, whether you’re a salesperson or a community manager or an account rep or a fundraiser.
Great post Amber, my question to you is.. In the near future, will organizations hide the fact that these roles have a sales element to them or will they openly let people know, since these community roles have a lot more to them?
I think more traditional organizations who adopt and move into social media to create a community will continue to hide and steer away from that word all together.
On the other hand, smaller organizations who are born into this frame of thought will openly admit they are trying to sell you something but focus on what value they can provide.
I’d love to hear your thoughts…
.-= Bryan Cromlish´s last blog ..Worst Case: It’s a Deblogle =-.
I think any company that doesn’t talk about the business development role as part of community is kidding themselves.
We’re ALL trying to sell something. Otherwise it’s a hobby, not a business. And while community has a number of facets, developing business is one of them, for sure. In fact, if you flip it around, the nature of sales *should* have always been about creating and sharing great, helpful information, valuing the human element in business transactions, treating people like people, etc. But I think community lenses have made us refocus on values we may have lost a little along the way.
Great post Amber, my question to you is.. In the near future, will organizations hide the fact that these roles have a sales element to them or will they openly let people know, since these community roles have a lot more to them?
I think more traditional organizations who adopt and move into social media to create a community will continue to hide and steer away from that word all together.
On the other hand, smaller organizations who are born into this frame of thought will openly admit they are trying to sell you something but focus on what value they can provide.
I’d love to hear your thoughts…
.-= Bryan Cromlish´s last blog ..Worst Case: It’s a Deblogle =-.
I think any company that doesn’t talk about the business development role as part of community is kidding themselves.
We’re ALL trying to sell something. Otherwise it’s a hobby, not a business. And while community has a number of facets, developing business is one of them, for sure. In fact, if you flip it around, the nature of sales *should* have always been about creating and sharing great, helpful information, valuing the human element in business transactions, treating people like people, etc. But I think community lenses have made us refocus on values we may have lost a little along the way.
Every day I’m reminded of how sales resembles social media. I think many scoff at it because of the whole “used car salesman” persona/stereotype thats pushed out by the media and public.
Those that are truly successful at landing the deal are some of the most personable people I’ve ever met. They make you feel comfortable and build that foundation of trust that you have in the product or brand.
Sounds familiar, doesn’t it? 🙂
Great post, A.
Sales is not always smarmy. Sales is a business function. It’s the PEOPLE that are smarmy. They’re the ones that corrupt the process, it’s not the act of selling that’s evil. The bad salespeople have made the sales process unpleasant. Perhaps the nature of a community manager is to bring more dimension to the sales *experience* than just the money that changes hands.
Every day I’m reminded of how sales resembles social media. I think many scoff at it because of the whole “used car salesman” persona/stereotype thats pushed out by the media and public.
Those that are truly successful at landing the deal are some of the most personable people I’ve ever met. They make you feel comfortable and build that foundation of trust that you have in the product or brand.
Sounds familiar, doesn’t it? 🙂
Great post, A.
Sales is not always smarmy. Sales is a business function. It’s the PEOPLE that are smarmy. They’re the ones that corrupt the process, it’s not the act of selling that’s evil. The bad salespeople have made the sales process unpleasant. Perhaps the nature of a community manager is to bring more dimension to the sales *experience* than just the money that changes hands.
Great post Amber and I completely agree that “sales skills” is a definite quality one needs to both have experience in as well as be good at if they are to be a successful community manager. That said, I think Tanya (above) referred to a better skill set of needing “people skills” when it comes to being a community manager. It’s kind of knowing when not to follow a book smart buddy down a dark alley in NYC. Much like the street, your social media/comm manager needs to know how to maneuver the alleys of the socialweb and needs to know and be able to communicate, in this new medium, the company strategy. We are at the front line and we need to participate in many different ways and departments to both educate internally and externally the right opportunities.
Your salespeople have needed this for years. Forever, in fact. The problem is that more and more, we started to accept people that didn’t. And now we see the impact of that and the differences between salespeople with the people skills and the ones without. It’s a perception and presentation issue, but not a new one.
Great post Amber and I completely agree that “sales skills” is a definite quality one needs to both have experience in as well as be good at if they are to be a successful community manager. That said, I think Tanya (above) referred to a better skill set of needing “people skills” when it comes to being a community manager. It’s kind of knowing when not to follow a book smart buddy down a dark alley in NYC. Much like the street, your social media/comm manager needs to know how to maneuver the alleys of the socialweb and needs to know and be able to communicate, in this new medium, the company strategy. We are at the front line and we need to participate in many different ways and departments to both educate internally and externally the right opportunities.
Your salespeople have needed this for years. Forever, in fact. The problem is that more and more, we started to accept people that didn’t. And now we see the impact of that and the differences between salespeople with the people skills and the ones without. It’s a perception and presentation issue, but not a new one.
Thank you, Amber, for reaching out again. Sales is definitely not a four-letter word. Maybe it was what the proverbial used-snake-oil salesmen deserved.
Sales, a lot of it, is to reach people, listen, offer, spread ideas; including the idea that people including salesmen and -women are basically good and interested in the well-being of who buys from them. After all, as a salesman I want to be able to get my next appointment, and hopefully a referral to add to my contact list.
We are helping the undecided navigate through the resistance against most things new and unknown, toward their own progress. It is a responsibility and an honor to be trusted enough to change a mind. Without honest salesmanship, would there be much honest progress?
.-= CoCreatr´s last blog ..So you want to read "Linchpin" … =-.
“Without honest salesmanship, would there be much honest progress?”
Unfortunately, there’s been lots of dishonest salesmanship and smarmy progress. It’s naive to think otherwise. What social media and the intent of community is helping to highlight is how much more successful we are at selling when we incorporate human behavior and affinities, and how different that looks (and unattractively so) when we do the opposite.
Thank you, Amber, for reaching out again. Sales is definitely not a four-letter word. Maybe it was what the proverbial used-snake-oil salesmen deserved.
Sales, a lot of it, is to reach people, listen, offer, spread ideas; including the idea that people including salesmen and -women are basically good and interested in the well-being of who buys from them. After all, as a salesman I want to be able to get my next appointment, and hopefully a referral to add to my contact list.
We are helping the undecided navigate through the resistance against most things new and unknown, toward their own progress. It is a responsibility and an honor to be trusted enough to change a mind. Without honest salesmanship, would there be much honest progress?
.-= CoCreatr´s last blog ..So you want to read "Linchpin" … =-.
“Without honest salesmanship, would there be much honest progress?”
Unfortunately, there’s been lots of dishonest salesmanship and smarmy progress. It’s naive to think otherwise. What social media and the intent of community is helping to highlight is how much more successful we are at selling when we incorporate human behavior and affinities, and how different that looks (and unattractively so) when we do the opposite.
Thanks for bringing this up Amber. Good topic.
I think that whenever someone is the public interface for a company or organization, there is the expectation that they believe in the company and see its products/services as being of value.
However, things get murky when we start to see words like “leads” because then names start to flow into sales contact databases and the word ROI creeps into community manager job descriptions and it’s a short trip to metrics-based Web 1.0 sales.
.-= Jesse Luna´s last blog ..“The Happiness Project” by Gretchen Rubin =-.
Metrics for success (including perhaps ROI) *should* be in community manager job descriptions. I need to be able to justify why my work is valuable, and that means either generating direct revenue (sales) or impacting the likelihood of them (content, leads, relationships).
I *want* my name in the sales contact database as having connected a relationship, or stewarding it, or providing a touchpoint for information. That means I’m doing my job, helping my sales team, and building my company. Which is what I’m here for, no?
Thanks for bringing this up Amber. Good topic.
I think that whenever someone is the public interface for a company or organization, there is the expectation that they believe in the company and see its products/services as being of value.
However, things get murky when we start to see words like “leads” because then names start to flow into sales contact databases and the word ROI creeps into community manager job descriptions and it’s a short trip to metrics-based Web 1.0 sales.
.-= Jesse Luna´s last blog ..“The Happiness Project” by Gretchen Rubin =-.
Metrics for success (including perhaps ROI) *should* be in community manager job descriptions. I need to be able to justify why my work is valuable, and that means either generating direct revenue (sales) or impacting the likelihood of them (content, leads, relationships).
I *want* my name in the sales contact database as having connected a relationship, or stewarding it, or providing a touchpoint for information. That means I’m doing my job, helping my sales team, and building my company. Which is what I’m here for, no?
Hi Amber,
I think this might be my first comment here!
Excellent post – as usual. I just wanted to let you know I completely agree and connected to your point. I transitioned in my career path from Director of Sales, to Small Business Owner, to Community Manager -and I find that understanding the value of relationship and knowing WHO you are talking is what enables you to identify a need, an opportunity to share, help, connect them with anyone or anything that could help them succeed – is really just the sales cycle re(CARE)packaged.
XO!
That’s interesting to know. We’ve shared some career touchpoints it seems. 🙂 You said it really well. Thanks for that (and for coming out of the shadows to comment!) 🙂
Hi Amber,
I think this might be my first comment here!
Excellent post – as usual. I just wanted to let you know I completely agree and connected to your point. I transitioned in my career path from Director of Sales, to Small Business Owner, to Community Manager -and I find that understanding the value of relationship and knowing WHO you are talking is what enables you to identify a need, an opportunity to share, help, connect them with anyone or anything that could help them succeed – is really just the sales cycle re(CARE)packaged.
XO!
That’s interesting to know. We’ve shared some career touchpoints it seems. 🙂 You said it really well. Thanks for that (and for coming out of the shadows to comment!) 🙂
Great post. I think that some businesses are jumping in the social media pool without actually knowing where they are trying to swim to. Any business initiative must tie directly to overall objectives, and quantifiable goals. You have to keep your targets in sight when you are building communities.
.-= Eric´s last blog ..Give your content a voice to speak for itself. =-.
That’s for sure. And what’s the ultimate goal of any business? More business. It ALL ties back to that. Every area of your organization, from the mailroom to the IT department and HR. All of it. Otherwise, what are we doing?
Great post. I think that some businesses are jumping in the social media pool without actually knowing where they are trying to swim to. Any business initiative must tie directly to overall objectives, and quantifiable goals. You have to keep your targets in sight when you are building communities.
.-= Eric´s last blog ..Give your content a voice to speak for itself. =-.
That’s for sure. And what’s the ultimate goal of any business? More business. It ALL ties back to that. Every area of your organization, from the mailroom to the IT department and HR. All of it. Otherwise, what are we doing?
Horrid post, Amber. Absolutely acrid. Woodland creatures wept as you hit “publish.”
As for social media + sales, I think it’s a given. We who do social media realize that, but everyone else who’s more used to traditional roles & responsibilities have yet to own up to the new understanding that EVERYONE in a company is a salesperson, whether that’s on their CV or not. One bad (or good) experience with a secretary, designer or delivery guy can color a customer’s perceptions of the company as a whole, and that reaction can impact future sales.
Social media folks just happen to do more talking than some of those other employees do. Which, when you think about it, means companies should probably worry a lot more about how their under-socialized employees are impacting the brand.
.-= Justin Kownacki´s last blog ..Since When Is It Hip to Be Sad? =-.
So sorry to disappoint. I’ll commence with the self-flagellation shortly. Thank you for pointing out the error of my ways.
I think it’s a given too, but I wish that pervaded the business world, and especially the social media one. It sure doesn’t. But you’ve got it right. We are ALL salespeople one way or the other. We all impact the sales process. Thinking otherwise is naive and narrow minded, and the Achilles’ heel of companies that don’t understand that.
I love your point too about the under-socialized and how they impact the brand. It goes back to a simple but oft-missed discussion about getting the right people on the bus in the first place (as Jim Collins would say), from end to end. Not just on the front lines or in the executive ranks.
Horrid post, Amber. Absolutely acrid. Woodland creatures wept as you hit “publish.”
As for social media + sales, I think it’s a given. We who do social media realize that, but everyone else who’s more used to traditional roles & responsibilities have yet to own up to the new understanding that EVERYONE in a company is a salesperson, whether that’s on their CV or not. One bad (or good) experience with a secretary, designer or delivery guy can color a customer’s perceptions of the company as a whole, and that reaction can impact future sales.
Social media folks just happen to do more talking than some of those other employees do. Which, when you think about it, means companies should probably worry a lot more about how their under-socialized employees are impacting the brand.
.-= Justin Kownacki´s last blog ..Since When Is It Hip to Be Sad? =-.
So sorry to disappoint. I’ll commence with the self-flagellation shortly. Thank you for pointing out the error of my ways.
I think it’s a given too, but I wish that pervaded the business world, and especially the social media one. It sure doesn’t. But you’ve got it right. We are ALL salespeople one way or the other. We all impact the sales process. Thinking otherwise is naive and narrow minded, and the Achilles’ heel of companies that don’t understand that.
I love your point too about the under-socialized and how they impact the brand. It goes back to a simple but oft-missed discussion about getting the right people on the bus in the first place (as Jim Collins would say), from end to end. Not just on the front lines or in the executive ranks.
Before I had learned the taboos of the “the social media religion” (there’s a post!) I got myself in a couple disagreements about social media being sales. The reason? I have always held the profession, and execution of sales in high esteem. And…. I also use the term broadly. Everyone is “selling” something everyday, if only to themselves. Sales is communication.
Anyway, since I really like good salespeople, and I really like to work with the sales force (highly recommended), and “leads” are great things, I think Amber does everyone a service when she discuss’s “the taboo!”
Consider sales as good. Be a great salesperson. Great salespeople are very informative and totally transparent.
Also, metrics and roi matter. You don’t lose anything by better understanding what is happening and tracking changes, and being able to think about and discuss ROI is a way that is useful to everyone.
.-= Mike Coombs´s last blog ..Always On =-.
Thanks, Mike, for focusing and highlighting the quality of the salespeople. It’s an important factor and one that collides an awful lot with the “social media” people we’re putting on the front lines.
Before I had learned the taboos of the “the social media religion” (there’s a post!) I got myself in a couple disagreements about social media being sales. The reason? I have always held the profession, and execution of sales in high esteem. And…. I also use the term broadly. Everyone is “selling” something everyday, if only to themselves. Sales is communication.
Anyway, since I really like good salespeople, and I really like to work with the sales force (highly recommended), and “leads” are great things, I think Amber does everyone a service when she discuss’s “the taboo!”
Consider sales as good. Be a great salesperson. Great salespeople are very informative and totally transparent.
Also, metrics and roi matter. You don’t lose anything by better understanding what is happening and tracking changes, and being able to think about and discuss ROI is a way that is useful to everyone.
.-= Mike Coombs´s last blog ..Always On =-.
Thanks, Mike, for focusing and highlighting the quality of the salespeople. It’s an important factor and one that collides an awful lot with the “social media” people we’re putting on the front lines.
Now you did it Amber. You mentioned the “S” word!
Social media is all about sales because one of the most important metrics is revenue that can be tied to social media activity (as best as can be done at this point).
The selling profession is being changed completely as a result of social media because people are more well informed. This makes it harder for the traditional selling techniques that are manipulative and geared toward ‘closing’ to work. People can find out real data about products and services through social media outlets. Ask any car salesperson how things have changed.
As long as social media professionals realize that they are ‘selling’ in a soft way because they are passionate about their efforts then the sales aspect of SM will be fine. It’ll derail when social media is used to “close prospects” etc rather than inform and allow for a good business decision.
Great post.
And again, social media itself isn’t what changed all this. It’s what we can now see, hear, and learn that forces us to revisit how we’ve always done things. But we’ve always been so afraid to utter anything about revenue in relation to the “social”, and I think that’s a mistake. We all have an impact on the sale, whether directly or ambiently.
Now you did it Amber. You mentioned the “S” word!
Social media is all about sales because one of the most important metrics is revenue that can be tied to social media activity (as best as can be done at this point).
The selling profession is being changed completely as a result of social media because people are more well informed. This makes it harder for the traditional selling techniques that are manipulative and geared toward ‘closing’ to work. People can find out real data about products and services through social media outlets. Ask any car salesperson how things have changed.
As long as social media professionals realize that they are ‘selling’ in a soft way because they are passionate about their efforts then the sales aspect of SM will be fine. It’ll derail when social media is used to “close prospects” etc rather than inform and allow for a good business decision.
Great post.
And again, social media itself isn’t what changed all this. It’s what we can now see, hear, and learn that forces us to revisit how we’ve always done things. But we’ve always been so afraid to utter anything about revenue in relation to the “social”, and I think that’s a mistake. We all have an impact on the sale, whether directly or ambiently.
I’m surprised this is an issue. Sales and revenue generation better be in everyone’s job description or the job won’t be there tomorrow. As a professional content developer, I realize that my copy directly affects sales. And more importantly, I can be held accountable. And while that doesn’t mean I have quotas to fill, if the product doesn’t move, there won’t be another project to create.
.-= Becca Bernstein´s last blog ..beccabernstein: @susantran Glad I could introduce you. @booneoakley creates amazing work. But I’m sure they can tell you all about it. @jointheflutter =-.
You’ve got it right, Rebecca. That’s how it’s always worked. The ENTIRE business, from end to end, impacts the sales process and it’s success.
I’m surprised this is an issue. Sales and revenue generation better be in everyone’s job description or the job won’t be there tomorrow. As a professional content developer, I realize that my copy directly affects sales. And more importantly, I can be held accountable. And while that doesn’t mean I have quotas to fill, if the product doesn’t move, there won’t be another project to create.
.-= Becca Bernstein´s last blog ..beccabernstein: @susantran Glad I could introduce you. @booneoakley creates amazing work. But I’m sure they can tell you all about it. @jointheflutter =-.
You’ve got it right, Rebecca. That’s how it’s always worked. The ENTIRE business, from end to end, impacts the sales process and it’s success.
Welcome to the world of capitalism, Amber. We’ve been waiting for you. : )
.-= Mark W Schaefer´s last blog ..How to become a CMO in 10 tweets or less =-.
Mark, I’ve always lived in the world of capitalism. I’ve raised money, sold services, been my own business. I know that money is what differentiates a business from a hobby. If you’ve been reading here, you know that business and practical social media and community has been my mainstay for a long time.
Community, however, MATTERS because it gives sales context, purpose, and a framework that values more than just the financial transaction. That’s the difference. It’s not a new one, but it’s taken us a while to come back to realizing that the dollar may be the end game, but creating a valuable and positive process and relationship upon which to base that sale is far more sustainable and useful to BOTH parties in the long run.
The idea that “sales” would be regarded as an off-limit subject in any business context is bizarre. How did this happen? The dysfunction has been perpetuated by the pioneers of social media marketing who have adamantly, passionately and persistently blogged that even a reference to a host company or the selling process was, as you put it, “taboo.”
Sales, taboo? That has been the prevailing myth.
As we enter a new phase in the discipline, many of these pioneers are coming face-to-face with sponsors who expect to make a buck from their social media investment, and it’s been good for the maturation of the field and the bloggers.
At some point, some day, we will all probably work in a business facing budget cuts. If you can’t stand up and define how your function, community, engagement — whatever you want to call it — contributes to shareholder value, you are in trouble.
I’m delighted that the conversation has finally turned and that you’re part of it.
.-= Mark W Schaefer´s last blog ..How to become a CMO in 10 tweets or less =-.
Welcome to the world of capitalism, Amber. We’ve been waiting for you. : )
.-= Mark W Schaefer´s last blog ..How to become a CMO in 10 tweets or less =-.
Mark, I’ve always lived in the world of capitalism. I’ve raised money, sold services, been my own business. I know that money is what differentiates a business from a hobby. If you’ve been reading here, you know that business and practical social media and community has been my mainstay for a long time.
Community, however, MATTERS because it gives sales context, purpose, and a framework that values more than just the financial transaction. That’s the difference. It’s not a new one, but it’s taken us a while to come back to realizing that the dollar may be the end game, but creating a valuable and positive process and relationship upon which to base that sale is far more sustainable and useful to BOTH parties in the long run.
The idea that “sales” would be regarded as an off-limit subject in any business context is bizarre. How did this happen? The dysfunction has been perpetuated by the pioneers of social media marketing who have adamantly, passionately and persistently blogged that even a reference to a host company or the selling process was, as you put it, “taboo.”
Sales, taboo? That has been the prevailing myth.
As we enter a new phase in the discipline, many of these pioneers are coming face-to-face with sponsors who expect to make a buck from their social media investment, and it’s been good for the maturation of the field and the bloggers.
At some point, some day, we will all probably work in a business facing budget cuts. If you can’t stand up and define how your function, community, engagement — whatever you want to call it — contributes to shareholder value, you are in trouble.
I’m delighted that the conversation has finally turned and that you’re part of it.
.-= Mark W Schaefer´s last blog ..How to become a CMO in 10 tweets or less =-.
Great post Amber,
The reality in life is that we are all sales people one way or another. Sales has been such a dirty word for so long that most try to run from it being in their title. The one thing social media has done for me is to identify those that can see an opportunity and close it vs. those that can’t. Amazing how magnified the lens becomes as we all become more interconnected.
We don’t all have to be “closers”. But we all have to understand that our presence, actions, attitudes and experiences all have an influence over how our customers perceive us, interact with us, and ultimately decide whether to do business with us.
Great post Amber,
The reality in life is that we are all sales people one way or another. Sales has been such a dirty word for so long that most try to run from it being in their title. The one thing social media has done for me is to identify those that can see an opportunity and close it vs. those that can’t. Amazing how magnified the lens becomes as we all become more interconnected.
We don’t all have to be “closers”. But we all have to understand that our presence, actions, attitudes and experiences all have an influence over how our customers perceive us, interact with us, and ultimately decide whether to do business with us.
I’m always surprised to learn that people feel there is a separation. Everyone in a company is in ‘sales’–whether it’s their core job description or not. As you point out, this isn’t new. Employees talking over the fence to a neighbor about where they work and what they do: to a certain extent, that’s brand building, PR, and sales.
Of course community is not *just* about sales, it’s more than that. But ultimately, all activity within a company–internal or external from accounting to development to marketing–somehow supports the sale of product. That this is news to anyone involved in a business is to me, the more surprising factor.
Great series you are running, btw!
I’ve always said (wearing my sales person hat) that my objective is to educate my customers on their options and help them ask questions about their lifestyle to determine the best products/services for their needs. Then, once they’ve identified their priorities, to help them find solutions that will keep them within their budget. I’m not looking for a sale. I want to connect people, products and services appropriately while encouraging honest business dealings and a service attitude so that they will become customers for life and brand advocates. I think it’s very easy to see how this attitude can translate to a community role.
I love your use of the words “Shepard” and “Steward”…they fit well with my line of thought. Thanks for the post!
I’m always surprised to learn that people feel there is a separation. Everyone in a company is in ‘sales’–whether it’s their core job description or not. As you point out, this isn’t new. Employees talking over the fence to a neighbor about where they work and what they do: to a certain extent, that’s brand building, PR, and sales.
Of course community is not *just* about sales, it’s more than that. But ultimately, all activity within a company–internal or external from accounting to development to marketing–somehow supports the sale of product. That this is news to anyone involved in a business is to me, the more surprising factor.
Great series you are running, btw!
I’ve always said (wearing my sales person hat) that my objective is to educate my customers on their options and help them ask questions about their lifestyle to determine the best products/services for their needs. Then, once they’ve identified their priorities, to help them find solutions that will keep them within their budget. I’m not looking for a sale. I want to connect people, products and services appropriately while encouraging honest business dealings and a service attitude so that they will become customers for life and brand advocates. I think it’s very easy to see how this attitude can translate to a community role.
I love your use of the words “Shepard” and “Steward”…they fit well with my line of thought. Thanks for the post!
Everything we do in our daily life is sales.
Ever want to see a different movie, or want to eat at a different rest then your friend? you try convincing them why you movie/rest is better.. that;’s sales..lol
So why is it so taboo to do it with our online business or on our blog? it’s silly.
That doesn’t mean you should become a sleazy used car sales man. or a pushy salesman.. but sales done right doesn’t hurt either party.
.-= John Paul Aguiar´s last blog ..Just Released: New Twitter Dummy Guide =-.
Everything we do in our daily life is sales.
Ever want to see a different movie, or want to eat at a different rest then your friend? you try convincing them why you movie/rest is better.. that;’s sales..lol
So why is it so taboo to do it with our online business or on our blog? it’s silly.
That doesn’t mean you should become a sleazy used car sales man. or a pushy salesman.. but sales done right doesn’t hurt either party.
.-= John Paul Aguiar´s last blog ..Just Released: New Twitter Dummy Guide =-.
Everything’s sales. Everything’s brand. Nice post Amber.
.-= Jim Mitchem´s last blog ..Brand is Still King =-.
Everything’s sales. Everything’s brand. Nice post Amber.
.-= Jim Mitchem´s last blog ..Brand is Still King =-.
Amber,
Well said, as usual. Years ago, I called social media a front line position and some people took exception to the notion. And yet, almost everyday, I read advice from social media pros that suggest you build a community and then sell stuff.
Personally, it seems to be social media cannot be limited to a singular definition (other than an environment), but there is no denying that most of the communication is associated to sales, with varied degrees of emphasis. It’s one of the reasons I’m not convinced the whole social media thing fits best under the public relations umbrella when integrated allows for so much more flexibility.
All my best,
Rich
.-= Richard Becker´s last blog ..Writing News Releases: CBS vs. Visa =-.
Amber,
Well said, as usual. Years ago, I called social media a front line position and some people took exception to the notion. And yet, almost everyday, I read advice from social media pros that suggest you build a community and then sell stuff.
Personally, it seems to be social media cannot be limited to a singular definition (other than an environment), but there is no denying that most of the communication is associated to sales, with varied degrees of emphasis. It’s one of the reasons I’m not convinced the whole social media thing fits best under the public relations umbrella when integrated allows for so much more flexibility.
All my best,
Rich
.-= Richard Becker´s last blog ..Writing News Releases: CBS vs. Visa =-.
Great blog! I’m about to finish my first year as VP, Community Relations for a publishing company, where I previously worked as a magazine editor. This and my past PR and fundraising experience make this the perfect ‘next career’ for me. You got my attention at: “…we are defined not just by the deals we close, but the doors we open, the people we meet, the visibility we create, the problems we help solve, the bridges we build, the trust and familiarity that we engender with people…”
Great blog! I’m about to finish my first year as VP, Community Relations for a publishing company, where I previously worked as a magazine editor. This and my past PR and fundraising experience make this the perfect ‘next career’ for me. You got my attention at: “…we are defined not just by the deals we close, but the doors we open, the people we meet, the visibility we create, the problems we help solve, the bridges we build, the trust and familiarity that we engender with people…”
Excellent post. You always hit the nail right on the head.
.-= Barbara´s last blog ..Creating Usable Websites =-.
Excellent post. You always hit the nail right on the head.
.-= Barbara´s last blog ..Creating Usable Websites =-.
Love the structure of the post, but a flaw is diplomacy side off it. I find in sales and marketing (sales specifically) people want more of the conversational element, the brand champanion or steward is accurate though. I am cultivating Otaku people, watering them and almost giving people the opportunity to be your advocate, your saleperson.
Love the structure of the post, but a flaw is diplomacy side off it. I find in sales and marketing (sales specifically) people want more of the conversational element, the brand champanion or steward is accurate though. I am cultivating Otaku people, watering them and almost giving people the opportunity to be your advocate, your saleperson.
Thanks to used car and door-to-door the word sales has a lot of tarnish to it. Same as marketing. Communities must take care not to be the new lexicon of distrust, but it seems (due to human nature) that is likely.
And as the grizzled sales veterans tell me- doesn’t selling something pay your wage?
ollie
Thanks to used car and door-to-door the word sales has a lot of tarnish to it. Same as marketing. Communities must take care not to be the new lexicon of distrust, but it seems (due to human nature) that is likely.
And as the grizzled sales veterans tell me- doesn’t selling something pay your wage?
ollie
I’ve always hated sales. Was never really any good at it, therefore, I think I should concentrate on the things leading up to it, and hopefully, that will allow me to ‘convert a prospect.’ I’d much rather people simply donate what they can afford, but hey, what do I really know? 🙂
.-= Matches Malone´s last blog ..3 Things to Remember on Verse Selection Night =-.
I’ve always hated sales. Was never really any good at it, therefore, I think I should concentrate on the things leading up to it, and hopefully, that will allow me to ‘convert a prospect.’ I’d much rather people simply donate what they can afford, but hey, what do I really know? 🙂
.-= Matches Malone´s last blog ..3 Things to Remember on Verse Selection Night =-.
I kind of like the phrase, “show me someone who isn’t selling something, and they’ll sell that”.
I liked reading your thoughts on the matter. You would be able to contribute a lot to a conversation that’s attempting to gain traction on BNET right now about corp twitter use. You and everyone who has commented here.
This is a great, dynamic and evolving conversation. My brief exposure to social media has really been a great experience.
Here is the link to the other conversation:
http://blogs.bnet.com/harvard/?p=5504&tag=nl.e713
All the best, Geoff
.-= Geoff D´s last blog ..Indicee for 2010 : New look, New product, New offerings =-.
I kind of like the phrase, “show me someone who isn’t selling something, and they’ll sell that”.
I liked reading your thoughts on the matter. You would be able to contribute a lot to a conversation that’s attempting to gain traction on BNET right now about corp twitter use. You and everyone who has commented here.
This is a great, dynamic and evolving conversation. My brief exposure to social media has really been a great experience.
Here is the link to the other conversation:
http://blogs.bnet.com/harvard/?p=5504&tag=nl.e713
All the best, Geoff
.-= Geoff D´s last blog ..Indicee for 2010 : New look, New product, New offerings =-.
Hi Amber,
Not been round here for a while, but like this post alot. Sales is an area I hate. I am quite good at it but I hate it viscerally. Building the community must be the way to go, especially as the selling does itself through your thought leadershi. You have relationships are in place before the sale which to me just feels better.
I like the Missy comment and think this strategy can be applied in publishing to. Its PR, Sales and much more relationships of Trust as oppposed to just sales.
Great hair by the way
Dara Bell